Consumer Behavior 2600-MSMz1abZK
1. The role of consumer behavior analysis in business analytics
• Consumer behavior and market segmentation
• Consumer behavior and positioning of the offer
• Consequences of consumer behavior analysis for product design, pricing strategies, distribution, and marketing communication
2. Methods of analyzing consumer behaviors
• Data collection: survey research (PAPI, CAWI, CAPI), focus groups, storytelling, panel studies, experiments, diary method, ethnography, and netnography
• Data analysis: conjoint analysis, factor analysis, cluster analysis
3. Analysis of internal determinants of consumer behavior
• Psychological determinants (perception, learning and memory, motivation, identity, personality, attitudes)
• Demographic determinants (income, age, gender, place of residence)
4. Analysis of external determinants of consumer behavior
• Cultural determinants (norms and values, lifestyles, myths and rituals, globalization of consumer culture)
• Social determinants (reference groups, family, subcultures, opinion leaders, virtual communities)
• Economic determinants
Type of course
Mode
Course coordinators
Learning outcomes
Upon completing the course, the student:
In terms of knowledge:
• Knows and understands the terminology related to consumer behaviors (K_W01).
• Knows and understands the role and place of consumer behaviors in business analytics (K_W02).
• Knows and understands the methods of consumer behavior analysis (K_W02).
• Knows and understands the advanced terminology related to business analytics in the discipline of consumer behaviors (S6_W01).
• Knows and understands the methods, procedures, and practices of consumer behavior analytics in depth (S6_W02).
In terms of skills:
• Knows and understands the internal and external determinants of consumer behaviors (K_U01).
• Is able to use knowledge in the field of consumer behaviors to diagnose external determinants of business activity (K_U01).
• Can define the relationship of the enterprise with the external environment, using the appropriate selection of sources (K_U02).
• Is able to use the theory of consumer behaviors to identify, diagnose, and solve complex and unusual problems related to key functions in the organization and to integrate them within the organization's strategy, using the appropriate selection of sources and adapting existing or developing new methods (S6_U01).
• Can correctly interpret complex technological, social, political, legal, economic, ecological processes and phenomena and their impact on consumer behavior in the market using the appropriate selection of sources (S6_U02).
In terms of social competencies:
• Is ready to evaluate and critically approach situations and phenomena related to consumer behaviors (K_K01).
• Is ready to evaluate and critically approach situations and phenomena related to analyses of consumer behaviors (S6_K01).
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
Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: