Consumer Behavior 2600-MSMdz2zmZK
1. Fundamentals of Consumer Behavior
• Consumer behavior as a process
• Groups of factors influencing consumer behavior
• Models of consumer behavior
• The importance of studying consumer behavior in the marketing strategy of companies
2. Internal Factors Influencing Consumer Behavior
• Psychological factors (perception, learning and memory, motivation, identity, personality, attitudes)
• Demographic factors (income, age, gender, place of residence)
3. External Factors Affecting Consumer Behavior
• Cultural factors (norms and values, lifestyles, myths and rituals, globalization of consumer culture)
• Social factors (reference groups, family, subcultures, opinion leaders, virtual communities)
• Economic factors
4. Consumer Decision-Making Process
• Types of purchasing decisions
• Recognizing needs and seeking information
• Evaluating available options and making a selection
• Post-decision processes
|
Term 2025Z:
1. Fundamentals of Consumer Behavior |
Term 2026Z:
1. Fundamentals of Consumer Behavior |
Course coordinators
Type of course
Mode
Learning outcomes
After completing the course, the student:
Knowledge:
S1_W01 – Knows and understands advanced terminology related to consumer behavior and marketing management.
S1_W02 – Knows and understands methods, procedures, and practices of consumer behavior analytics and their role in business strategy.
________________________________________
Skills:
S1_U01 – Is able to use knowledge of consumer behavior to identify and diagnose determinants of business activity.
S1_U02 – Is able to correctly interpret social, economic, and technological processes and phenomena and their impact on consumer behavior in the market, using appropriate sources.
S1_U07 – Is able to communicate the results of consumer behavior analyses and collaborate in a team when developing marketing solutions.
________________________________________
Social competences:
S1_K01 – Is ready to evaluate and critically approach phenomena related to consumer behavior and their application in business practice.
Assessment criteria
final test, activity on the e-learning platform, activities in class
Bibliography
Primary resources:
• Rudnicki L. (2012) Zachowania konsumentów na rynku, Warszawa: PWE.
Supplementary resources:
• Solomon M. (2006) Zachowania i zwyczaje konsumentów, Gliwice: One Press
• Hoyer W., McInnis D. Pieters R. (2016) Consumer Behavior, Boston: Cengage Learning
• Solomon M. (2020) Consumer Behavior. Buying, Having and Being. Harlow: Pearson
|
Term 2025Z:
Primary resources: Supplementary resources: |
Term 2026Z:
Primary resources: Supplementary resources: |