Consumer behavior degrees explore why certain segments of society buy specific products and services, often falling under marketing, psychology, or economics programs. Business students pursuing marketing research often pursue these degrees, which can provide a broader perspective on the marketing function. Courses in marketing research, psychology, and economics are offered at the graduate level. The study of data mining techniques can also be incorporated into graduate programs in consumer behavior.
Consumer behavior degrees help students understand why consumers from specific segments of society buy certain products and services. The study of consumer behavior often falls under marketing, psychology, or economics programs. Undergraduate consumer behavior programs may be a concentration within the scope of a business administration degree, while graduate-level programs may focus entirely on the consumer decision-making process.
Business students aspiring to work in marketing research often pursue degrees in consumer behavior. At some universities, a degree in consumer behavior can provide a broader perspective on the marketing function. Degree programs may only require an introductory course in ways that consumer behavior can be tracked, evaluated, and used to introduce new products. Students could take courses in advertising, direct marketing, and business-to-business selling that apply buying behavior concepts.
In a degree program that focuses on the business applications of consumer behavior, students can take courses in marketing research. These courses teach the different methods researchers use to collect and analyze data, including Likert scales and focus groups. As marketing research relies on statistical knowledge and manipulation, students also learn to incorporate regression analysis and interpretation. Regression analysis is a statistical technique that examines differences in plausible outcomes given changes in certain variables.
Consumer psychology programs are another of the types of consumer behavior degrees. Rather than exposing students to the various functions and applications of business, psychology programs delve deeper into the mental processes behind decision-making. Psychology programs analyze the various social, individual, and economic forces that lead consumers to choose one product over another. These types of degrees are usually offered at the graduate level.
Economic degrees also focus on the influence that demographics have on purchasing behavior. These types of degrees of consumer behavior can be titled “consumer economics”. In addition to considering individual choices, economic degrees examine the behavior of conglomerates and the sociological forces that drive that behavior. For example, students in these courses can learn why many consumers may buy substitute products when prices rise sharply.
Regardless of the exact title, consumer behavior degrees and courses attempt to explain why a set of consumers buy Product A over Product B. Marketers use certain associations, images, slogans and advertising messages to appeal to the values of different target markets. This would not be possible without marketing research or the study of consumer psychology. The study of data mining techniques can also be incorporated into graduate programs in consumer behavior, which helps researchers discover associations between demographic factors and purchasing behavior.
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