Marketing Foundations: Consumer Behavior

Great marketers know how their customers think and act. They pay extra attention to consumer behavior: the way people buy and use products and services. Understanding consumer behavior can help you crawl inside the mind of a customer and be more effective at marketing, design, packaging, product development, and every other initiative that impacts your buyer. Join marketing professor Drew Boyd for a look at how psychological factors such as motivation, appetite for risk, self-perception, and social status impact buying decisions. Drew also discusses how individual consumers buy products and services as compared to organizations, and explains how to apply your findings to your next marketing campaign.

About the Author

Drew Boyd is a global leader in creativity and innovation. Drew is the coauthor of Inside the Box. He also serves as the executive director of the Master of Science in Marketing program and associate professor of marketing and innovation at the University of Cincinnati. Drew entered the world of academia after a highly successful business career. He spent 17 years with Johnson & Johnson in marketing, mergers and acquisitions, and international development. Before Johnson & Johnson, Drew worked with United Airlines, in sales, marketing, and strategic planning. He was one of the early pioneers of strategic partnerships between airline carriers that led to the creation of the Star Alliance.

Product Details

• Full Video Tutorials
• Video File Format: MP4
• Skill Level: Beginner
• Video Duration: 41m 56s
• Instructor: Drew Boyd