Course topics:

1. A model of consumer behaviour
2. The major factors influencing buyer behaviour (cultural, social, personal, psychological factors)
3. the processes of perception and learning
4. the role of motivation, attitudes, personality
5. the different decisions consumers have to make in a buying situation
6. methods of analysis of consumer behaviour
7. The buying decision process
8. The major types of consumer buying decisions
9. The relationship between the consumer buyer behaviour and the STP, product, price, distribution and promotional strategies

Aims:

Students will understand the cognitive, conative and affective processes that take place within the consumer decision making. They will learn how the different marketing activities affect the consumers’ behaviour.

Mowen, J. C. – Minor, M. S. (2001): Consumer behaviour a framework, Prentice Hall, ISBN 0130169722

Zaltman, G. (2003): How customers think, HBS Press, ISBN 1578518261

Blythe, J. (2007): Consumer Behaviour, Cengage Learning, ISBN: 1844803813