Consumer behavior is more than buying things, it also embraces the study of how having things affects our lives and how our possessions influence the way we feel about ourselves and about each other – our state of being. This course is designed to help the students learn the basic concepts of modern consumer research in a managerial orientation way. It focuses on the major decisions that marketing managers faced in their efforts to understand consumer behavior. It covers the four parts related to consumer behavior including consumer as individuals, consumers and subcultures, consumer and culture, and consumers as decision makers.