Consumer Behavior 2600-MSMz2zmZK
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
Type of course
Mode
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 the company's strategy (K_W02).
• Knows and understands the internal and external determinants of consumer behaviors (K_W02).
• Knows and understands the advanced terminology related to marketing management in the field of consumer behavior discipline (S1_W01).
• Knows and understands the methods, procedures, and practices of consumer behavior analytics in depth (S1_W02).
In terms of skills:
• Is able to use knowledge from the field of consumer behaviors to diagnose external conditions of the company's activities (K_U01).
• Can determine the company's relationship with the external environment, using the appropriate selection of sources (K_U02).
• Is able to use the theory of consumer behaviors to recognize, diagnose, and solve complex and atypical 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 (S1_U02).
In terms of social competencies:
• Is ready to evaluate and critically approach situations and phenomena related to consumer behaviors (K_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: