Buyer Behavior [CRN 27376]

Discipline: Marketing
Instructor: Bird
Credits: 3
Day: B
Start: 12:10
End: 13:30
Field Work: Day 1 | March 19, 2017 | South Africa
Prerequisites: One (1) upper division marketing course Download Syllabus

This course provides a foundation for the study of consumers in today’s market-based society. The course is intended to help students develop knowledge of factors influencing consumption of goods and services, with emphasis on learning how to evaluate consumer decision making in an increasingly complex and sometimes ethically ambiguous environment. It will provide an overview of factors influencing consumer action, consumerism, and current theories of consumer behavior based on motives, attitudes, dissonance, and psychological and social differences. A global voyage will enhance this learning by providing a varied array of societies in which to view these factors first-hand.

Field Work

Country: South Africa
Day: 1
Date: March 19, 2017

“Poverty tourism” has grown globally (India, Brazil, South Africa…) following the success of the Hollywood film, “Slumdog Millionaire.” South African entrepreneurs in the shanty towns of Gugulethu and Khayelitsha have turned their homes into B and Bs and restaurants to cater to western tourists. This field class will begin with a visit to District Six Museum and a walking tour of the East City to gain some insight into the racial struggles that led to the end of apartheid. From there we will drive to Gugulethu for lunch at one of the “shanty” restaurants and a walking tour of the township. The final tour will be of the Victoria and Albert waterfront, in order that students can experience the extent of the wealth divide across the country and how it has impacted tourism. Once back on board, students will have a debriefing session with Dr McMillan, Ms Qwaqwa and Ms Oliver of University of Cape Town.

Learning objectives:
1. Learn some of the motivations of consumers
2. Understand the role diversity plays in providing opportunities and innovation
3. Learn some of the positive and negative aspects of tourism