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Consumer Behaviour


Cilji predmeta

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.

Vsebina predmeta

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

Nosilci predmeta

  • red. prof. dr. Irena Vida

  • Katedra za trženje (redna članica)
  • Katedra za management in organizacijo (pridružena članica)
  • Katedra za mednarodno ekonomijo in poslovanje (pridružena članica)
  • Govorilne ure
  • petek ob 13.00 v P-319 ZOOM
  • ZOOM: https://ef-ul.zoom.us/j/96246862143?pwd=UWRXNmZ2Q2xSZHVrYXRqY0xRRlA0dz09
  • POZOR: Aktualna sprememba govorilnih ur
  • Govorilne ure
  • torek ob 10.30 v P-323
  • Govorilne ure bodo do nadaljnjega potekale prek Zooma: https://ef-ul.zoom.us/j/98319024963
  • POZOR: Aktualna sprememba govorilnih ur
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