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    University of Virginia
   
 
  Nov 19, 2017
 
 
    
Undergraduate Record 2006-2007 [ARCHIVED RECORD]

COMM 458 - Consumer Behavior and Marketing Strategy


This course focuses on how consumers meet needs through the evaluation, acquisition, and use of goods and services. Covers major influences on the consumption process, including psychological, situational, and socio-cultural factors. Specific topics include perception, attitudes, values, consumer decision-making, and customer satisfaction, among others. The marketing implications of understanding the consumer are emphasized, but social factors are also considered. (IR)

Prerequisites & Notes
Prerequisite: Fourth-year Commerce standing or instructor permission.

Credits: 3