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Faculty of Economic Sciences |
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Course: Consumer Behaviour |
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ECTS: |
6 |
Level: |
MSc |
Semester: |
Winter/summer |
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Lectures: seminars 30 hours |
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Lecturer(s): dr hab. prof. Joanna Szwacka-Mokrzycka, Joanna Chudzian MSc, |
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Description: The ultimate aim of marketing is satisfying needs and wants of consumers. Thus an expert in marketing must analyse consumer behaviour to understand how consumers choose and purchase goods and services to fulfil their needs and wants. Understanding consumer behaviour is not an easy task. Customers may say one thing, but act completely the opposite, when not knowing what are their real motivations. During this course, students will get acquainted with the up-to-date theories on consumer behaviour and will be encouraged to translate the theories to look practically on aspects of consumer behaviour in the purchase decision process. Before enrolling to this course, students should participate in general marketing course on basic level. The specific seminars are planned on: 1. Introduction into the subject - Interdisciplinary Character of Consumer Behaviour - Aims of Consumer Behaviour Research - Methods of Investigating Consumer Behaviour - Development of Consumer Behaviour as Scientific Discipline - Model of Consumer Behaviour 2. Purchase Decision Process - Theoretical Background in Purchase Decision Process - Different Phases of Purchase Decision Processes by Consumers: - Problem Recognition - Information Seeking - Evaluation of Alternatives - Purchase Decision - Post-purchase Behaviour 3. At the Start of Purchase Decision Process I - Consumer Characteristics - (Determinants Influencing Consumer Behaviour I) - Consumer Demographics - Age and Generational Cohorts - Gender - Understanding consumer Behaviour via Information Processing Styles, Sexual Identity - Social Grade - Family life cycle - Consumer Psychographics - Lifestyle - Personality Variables - Self-Image 4. At the Start of Purchase Decision Process I - Consumer Characteristics - Culture and Subculture - (Determinants Influencing Consumer Behaviour II) - Culture - Culture and Meaning - Cultural Rituals - Values - Cultural Differences and Similarities - Subcultures - Ethnic Subcultures - Ethnicity and Ethnic Identity - Ethnicity and Acculturation 5. Consumer Processes at the Problem Recognition Phase- Consumer Motives and Values (Determinants Influencing Consumer Behaviour III) - Needs and wants - Theories of motivations - Definition - Positive and Negative Motivation (Herzberg’s Theory of Motivation) - Internal and External motivation - Maslow’s hierarchy of needs - Consumer Values and how they relate to motives 6. Consumer Processes at the Information Seeking Phase - (Determinants Influencing Consumer Behaviour IV) - Exposure - Attention - Perception (and Interpretation) - Perception Organisation - Selective Attention and Perception - Learning - Behavioural Learning - Cognitive Learning 7. Consumer Processes at the Evaluation of Alternatives Stage - Attitudes and preferences (Determinants Influencing Consumer Behaviour V) - Attitudes - Structural Approach (3 components of attitude) - Attitude Models (The Theory of Reasoned Action, The Theory of Planned Behaviour) - Changing Attitudes and Behaviour - Attitude Reinforcement - Attitude segmentation - Preferences 8. Consumer Processes Before Purchase Decision Phase - Risk Assessment (Determinants Influencing Consumer Behaviour VI) - Types of Risks perceived by Consumers - Determinants of Perceived Risks - Means of Decreasing Risk Perception 9. Consumer Processes Before Purchase Decision Phase - Role of Social Group (Determinants Influencing Consumer Behaviour VII) - Social Groups - Reference Groups - Conformity and - Leadership - Social Power - Negative Reference Groups - Family Influences on Consumer Behaviour - Consumer Behaviour by Family Type - Intergenerational Influence - Roles and Decision-Making in the Family - Husband-Wife Decision Making - Children and Pester Power 10. New Product Purchase - Innovation Adoption - Foundation Theory by - Diffusion-Adoption of Innovations - Innovation and its Types - Adapters vs. Innovators - Two - and Multi-Step Flows of Communication - Opinion Leaders and Opinion Formers - Market Mavens 11. Food Buyer Behaviour – Definition and Decision Process, Determinants of Food Consumer Behaviour - Economic Factors - Social Factors - Psychographic Factors 12. Food Market Segmentation - Segmentation Procedures - Segmentation Criteria - Targeting - Methodology of Segmentation Research - Selection Criteria of Representatives to Segmentation 13. Results of Segmentation Analysis in - Tendencies in Food Segments - Estimation and Perspectives in Food Market Segmentation - Descriptive Segmentation - Segmentation Based on Seeking Benefits - Psychographic Segmentation 14. Consumer Behaviour Change in The Global Market |
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Literature: - Szwacka-Mokrzycka, J. (2009). “Consumer Behaviour and its Implications for Segmentation Strategy Shaping of Food Industry Companies in - Evans M., Jamal J., Foxall G. (2006) “Consumer Behaviour”, Wiley&Son, Ltd. - Antonides G., van Raaij W. F., (1999) “Consumer Behaviour: A European Perspective”, Wiley. |
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Category: Print
