To introduce course participants to theories and empirical models of consumer behavior and purchasing decisions, and the role of marketing activities based on knowledge of consumer behavior in a particular situation and environment. Through the course, the goal is to introduce students to how and where to find consumers, how to enter their consciousness through the contemporary paradigm of consumer behavior. Through the course, the goal is to introduce students to the impact of digitalization and technology on changes in consumer behavior, and how social networking, e-commerce, influencers, and other marketing techniques and tools are changing consumer perception and the traditional role of a passive observer becoming an active participant in creating new value. Through the course, students will develop competencies for teamwork and for analytical, critical, and creative thinking in the application of theoretical and empirical insights into consumer behavior.
1. Introduction to consumer behavior and marketing strategy. (What is it and how do we track consumer behavior? The importance of behavior
2. consumers for marketing activities, strategy. Seven key theses of consumer behavior)
3. Social factors and consumer behavior: Culture. Socialization. Society and social class. Social groups. Family. Situational factors.
4. Personal factors: Motivation and motives. Perceptions. Attitudes, beliefs. Personality traits, values, lifestyle, knowledge.
5. Psychological processes. Information processing process: Learning process. The process of changing attitudes and behavior.
6. The process of making purchasing decisions. Problem recognition. Information seeking and evaluation. Purchase. Post-purchase behavior. Buyer behavior models.
7. Organizational/Business Buyer Behavior Frameworks (B2B)
8. Other aspects of consumer behavior. Marketing communication. Spreading innovation. Consumer protection. Creativity – evolution and revolution. Neuromarketing.
9. Social networks, influencers, bloggers and their impact on consumers.
1. Identify and evaluate the stages of the purchasing decision process
2. Compare the behavior of end and business consumers
3. Critically reflect on unethical actions of businesses towards consumers
4. Examine the social and/or psychological factors that determine consumer behavior, as well as the marketing implications of such influences
5. Assess the impact of digitalization on consumer behavior.
