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Consumer Behavior

Today’s competitive marketing climate has led many companies to explore theories of consumer behavior. This course focuses on the profile of the consumer—psychographics and demographics—and consumer interests, with an emphasis on generational marketing. Segmented and niche markets and their development are also discussed. Prerequisites: none.

  • Programs:
  • Format: Online
  • Section: X1
  • Course Number: CRN 5254 - PCFD 0805 X1
Instructor
Marie Johnson
Marie Johnson is an educator, lecturer and a consultant, specializing in merchandising and consumer behavior, “Why do people buy”? Performance in the following fields of retail and the apparel industry with concentrations in: buying, store operations, marketing, merchandising, sourcing, product development, manufacturing, promotion, and advertising. Marie’s merchandising concepts emphasized “a...
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Jan 22 - Mar 31
Online
Spring 2019
CRN 5254
Questions? Call Us or E-mail Us
What you will learn
  • What is consumer behavior, why it is important to the fashion industry.
  • How demographics and psychographics are assessed to identify specific consumers.
  • Observing behavior with emphasis on research.
  • How fashion marketers communicate.
  • What is “globalization” and why it is important.
Benefits
  • The importance of consumers and the relationship of them to society.
  • The role environmental influences play in behavior.
  • Why consumers make different decisions.
  • The difference in consumers having different demographics and psychographics.
  • How marketers use social media to learn about and communicate with customers.
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