Whether an organization is a business or non-business, a brick-and-mortar store or internet-only business, it exists because there are people who "consume" what the organization "produces." Yet, in most cases the consumers are taken for granted and it is assumed that their attitudes, needs, and behavior are well understood when they probably aren't. Such organizations eventually suffer and go out of existence when competing organizations take away their customers because they understand and serve them better. In general, the purpose of the course is to help the student develop a good grasp of the variables that affect consumption and the implications of this knowledge for actual business decisions. The course objective will be accomplished through lectures, readings of selected chapters, case analysis and class discussions. Each student is responsible for read and prepared to discuss all text materials and extra readings during the course session. No Textbook I required. The lecture will be based on PowerPoint teaching materials prepared by the instructor. A case will be provide to the students for reading, assignment and class discussions.