Abstract

Consumer Behavior (Mktg. 310) in alliance with Accounting 211 and Accounting 212 were three Division of Business courses designed to teach students the art of learning community services.  These and the psychological concepts were the basis of the Consumer Behavior for the purpose of this paper.

The Course Description: Consumer Behavior: Consumer Behavior course is designed to meet the behavioral course requirement for marketing and accounting students.  The course provided students with the understanding of Consumer Behavior, Buying Behavior, and Basic knowledge of the principle of marketing, selling, retailing, and global consumers’ cultural needs. Discussions on changes that are taking place among domestic and global consumers, coupled with their demographic cultures and institutions were discussed.  Students were assigned local business to serve as consultants and write a report for class grades, using the tools of accounting (Journal Entry, Balance sheet and Income Statements).

Study Objective/Rational: To study and understand consumers buying behavior and their motivation towards individual market offerings, here in the United States of America.  Students serve as supervised business consultants in Alabama communities.

Methodology: The students served as volunteer business consultants by providing services in Accounting and Marketing to small business owners (Entrepreneurs).  They conducted strategic diagnosis to identify problem(s) faced by the business and then suggest solutions to the owners for implementation.  Individual students write a final report on their consulting experiences.  This was done periodically and graded as part of the student’s final grade for the course. A conceptual framework was developed (see figure 1) and refined for the implementation of the LCS theories and practices in both courses.  The study was concluded with evaluation model (see figure 2) to assess the success or failure of the program.