Principles of Consumer Behaviour

Aims of the course

- Develop interdisciplinary knowledge of consumer behavior from the vantage point of marketing organizations and end consumers
- Obtain an understanding of basic theoretical terminology and concepts as well as research insights for solving marketing challenges in dynamic business environments
- Develop competence for team work, analytical, critical and creative thinking in applying theoretical and empirical insights for the purpose of business decision-making
- Upgrade the knowledge gained from the Principles of marketing course and prepare the students for future study of strategic marketing

Course syllabus

1. Razumevanje porabnikov kot ključni dejavnik tržnega uspeha
2. Vpliv psiholoških dejavnikov na vedenje porabnikov
2.1 Proces zaznavanja
2.2 Teorije učenja, spomin in pomnjenje
2.3 Motivacija in vpletenost
2.4 Stališča
2.5 Življenjski slog, osebnost in samopodoba
3. Procesi odločanja
3.1 Klasični modeli odločanja končnih porabnikov
3.2 Proces odločanja in sprejemanje novih izdelkov
3.3 Proces odločanja gospodinjstev
3.4 Proces odločanja organizacijskih porabnikov
4. Vpliv zunanjih dejavnikov na vedenje porabnikov
4.1 Kultura
4.2 Družbeni in ekonomski vidiki: subkultura in družbeni razred
4.3 Medosebni vplivi, referenčne skupine in ustno izročilo
5. Pomeni porabe in porabniška kultura
6. Porabništvo in zaščita porabnikov

Course director(s)