Consumer behavior - Fakulteta management



Title: Consumer behavior

Aim:

In this course we will study the basic factors influencing buyer behavior, the concepts used to explain this behavior, and the implications of these concepts for marketing issues. Topics include effects of motivation, learning, perceptions, attitude, personality, lifestyle, reference groups, social class, demographics, and cultural factors on buyer behavior, with emphasis upon mass communication effects.

Course objectives:

1. Identify and discuss the major factors that influence consumer behavior, the processes used to explain that behavior, and the implications of these influences for marketing decisions.

2. Enhance working knowledge and analytical skills in assessing consumer behavior through course assignments and a research project.

3. Increase awareness of the internal and external forces at work in our own consumption choices and purchase decisions.

Course content:

Day 1:

• Overview of marketing

• Overview of consumer behavior

Day 2:

• The decision making process

Day 3:

• Perception

• Learning and memory

Day 4:

• Motivation and Values

• The Self

Day 5:

• Attitudes

• Attitude change and interactive communication

Day 6:

• Consumers as decision makers

• Buying and disposing

Day 7:

• Group influence and opinion leadership

• Organizational and household decision making

• Consumer and culture

• The creation and diffusion of global consumer culture

Day 8:

• Research projects presentations

• Final exam - Written test with multiple choice questions

Literature:

• Solomon, Michael R. 2004. Consumer behavior: buying, having, and being. 6th, international ed. Upper Saddle River: Prentice Hall: Pearson Education International, or

• Solomon, Michael R. 2007. Consumer Behavior, 7th ed. Upper Saddle River: Prentice Hall: Pearson Education International

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