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Consumer Behaviour


Aims of the course

Develop interdisciplinary knowledge of consumer behavior.
Develop an understanding of basic theoretical foundations, concepts and research findings and capabilities to apply them to solving marketing and social problems.
Develop competences for teamwork , for analytical, critical and creative thinking in applying theoretical and empirical insights.
Extend the knowledge of Marketing principles and built the foundation for latter studies of marketing strategy.
Competence in searching for and using relevant consumer behavior literature in identifying and solving research problems.
Competence in mutlimedia communication.

Course syllabus

1. The consumer: key to market success
2. Consumers as individuals
2.1 Perception
2.2 Learning and memory
2.3 Motivation, values and involvement
2.4 Attitudes
2.5 Personality and Self-concept
3. Buyers as decision makers
3.1 Classical Models of Individual Decision Making
3.2 Decision Making Process and New Product Adoption
3.3 Household Decision Making
3.4 Organizational Decision Making
4. External influences in consumer behavior
4.1 consumers and culture
4.2. Social and Economic Determinants: Subcultures and Social Class
4.3 Interpersonal Influences, Reference Groups and Word of Mouth
4.4. Consumer Lifestyles
5. Consumer behavior, marketing and society
5.1. Applications to Profit and not For Profit Marketing
5.2. Public Policy and Consumer Protection

Course director(s)

  • Irena Vida, PhD, Full Professor

  • Academic Unit for Marketing (Regular Member)
  • Academic Unit for International Economics and Business (Associate Member)
  • Academic Unit for Management and Organisation (Associate Member)
  • Office Hours
  • Friday at 13:00 in P-319 ZOOM
  • Office Hours
  • Tuesday at 10:30 in P-323
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