Consumer Behaviour
- Credits: 4
- Ending: Examination
- Range: 2P + 2C
- Semester: summer
- Year: 2
- Faculty of Business Economics with seat in Košice
Teachers
Included in study programs
Teaching results
The aim of the course is to analyze consumer behaviour in relation to the factors that shape and influence it and to evaluate relevant information for the formulation of a suitable marketing concept.
Knowledge:
Students acquire basic theoretical knowledge of the shopping consumer behaviour, consumer decision-making process, as well as the ability to understand segmentation and typology of consumers and impacts on consumer and his decision-making process.
Competence:
From the acquired theoretical knowledge, students are able to assess the applicability of theories
of consumer behaviour in interpreting why consumers behave the way they behave, as well as understand, evaluate, and predict consumer behaviour and manage the identification of key factors influencing consumer behavior in relation to the choice marketing concept.
Skill:
Students develop their analytical thinking about consumer psychology and prediction of how marketing tactics can affect demand for products and services. At the same time, they deepen their skills in finding, obtaining, processing, analyzing and evaluating the information needed to formulate a marketing concept in relation to the specifics of the consumer and the factors that affect his behavior.
Indicative content
Lectures:
1. Customer and consumer. Consumer market.
2. Personality and consumer behavior.
3. Customer typology.
4. Models of consumer behavior.
5. Determinants of consumer behavior.
6. Psychological aspects of consumer behavior
7. The influence of culture on consumer behavior
8. Decision making process and consumer behavior process
9. Consumer behavior and market research.
10. Shopping behavior in the online environment.
11. Consumer, product and brand.
12. Marketing, ethics and social responsibility in today's consumer society
13. Global and European trends in consumer behavior
Seminars:
1. Organization of work during the semester, credit conditions.
2. Customer and consumer.
3. Consumption tree.
4. Model of consumer behavior - problem recognition.
5. Model of consumer behavior – information searching.
6. Model of consumer behavior - information sources.
7. Model of consumer behavior - evaluation of alternatives.
8. Model of consumer behavior - product selection.
9. Model of consumer behavior - post-purchase behavior.
10. Consumer in the online environment and in the world.
11. Consumer, product and brand.
12. Marketing, ethics and social responsibility
13. Evaluation of the semester.
Support literature
Elementary literature:
RICHTEROVÁ, K. – KLEPOCHOVÁ, D – KOPANIČOVÁ, J. - ŽÁK, Š. Spotrebiteľské
správanie. Bratislava: Sprint dva, 2015, 404 s. ISBN 978-8089710188
KOUDELKA, J. Spotřebitelé a marketing. Beckova edice ekonomie, 2018, 384 s. ISBN 978-8074006937
ZAHRÁDKA, P. Spotřební kultura. Historie, kultura a výzkum. Edícia 21. století, 2014, 440 s. ISBN 978-8020023728
MOTHERSBAUGH, D. et al. Consumer Behavior: Building Marketing Strategy. McGraw-Hill Education, 2019, 832 p. ISBN 978-1260100044
PHILLIPS, D. Consumer Behavior and Insights. Oxford University Press, 2021, 576 p. ISBN
978-0190857134
LANTOS, G. P. Consumer Behavior in Action. Real-life Applications for Marketing Managers. New York: Routledge, 2015, 648 p. ISBN 9781315705439
Syllabus
Lectures: 1. Customer and consumer. Consumer market. 2. Personality and consumer behavior. 3. Customer typology. 4. Models of consumer behavior. 5. Determinants of consumer behavior. 6. Psychological aspects of consumer behavior 7. The influence of culture on consumer behavior 8. Decision making process and consumer behavior process 9. Consumer behavior and market research. 10. Shopping behavior in the online environment. 11. Consumer, product and brand. 12. Marketing, ethics and social responsibility in today's consumer society 13. Global and European trends in consumer behavior Seminars: 1. Organization of work during the semester, credit conditions. 2. Customer and consumer. 3. Consumption tree. 4. Model of consumer behavior - problem recognition. 5. Model of consumer behavior – information searching. 6. Model of consumer behavior - information sources. 7. Model of consumer behavior - evaluation of alternatives. 8. Model of consumer behavior - product selection. 9. Model of consumer behavior - post-purchase behavior. 10. Consumer in the online environment and in the world. 11. Consumer, product and brand. 12. Marketing, ethics and social responsibility 13. Evaluation of the semester.
Requirements to complete the course
Evaluation during semester: 40%
work and activity in exercises – 10%,
test – 10%,
semester assignment – 20%.
Exam: 60%
Total: exercises + exam - at least 51% for the assessment and at least 51% of the exam.
Student workload
participation in lectures - 26 hours
work and participation in exercises - 26 hours
preparation for exercises, processing of semester assignments and preparation for the test - 26 hours
preparation and passing of the exam - 26 hours
Total: 104 hours
Language whose command is required to complete the course
Slovak
Date of approval: 14.02.2023
Date of the latest change: 21.07.2022