The Importance of Consumer Behavior Compared to Other Business Courses

Abstract

Twenty years ago consumer behavior was a new idea in the marketing curriculum of American colleges. Since them the course has increased in popularity. This propensity to install a consumer behavior course has paralleled the acceptance, by scholars and practitioners, of consumer orientation, i.e., the consumer must be satisfied at a profit. One assumes that as the consumer behavior course increased in popularity within marketing departments that the attitude of educators toward its relative importance would change. As a matter of fact, one result appears dependent upon the other.