The main objective of this course is to help students to understand consumer behavior on market and in household. They will learn about consumer decision-making process, roles of consumer in this process, consumer needs, types of consumer decisions, and consumer risks on market. Especially, they will get knowledge about determinants of consumer behavior, including economic, cultural, sociological and psychological. Students will also clearly understand process and different methods of consumer behavior research. They will also learn how to apply knowledge about consumer behavior into business.

1. Introduction to study consumer behavior (3h)

2. Consumer behaviour research (6h)

3. Consumer decision-making process (6h)

4. Models of customer behaviour (5h)

5. Determinants of consumer behaviour (7h)

6. Consumer behaviour applications to practice (3h)

Recommended Readings:

Solomon, M.R. (2023) Consumer behavior: buying having, and being, 14th edition, Pearson Education.

Schiffman L.G., Wisenblit, J.L. (2020) Consumer behavior, 12^th edition, Pearson Education.

Mothersbaugh, D.L., Hawkins, D.I. (2020) Consumer Behavior. Building Marketing Strategy, 13th edition, Delbert Hawkins.

1. Understanding specific of consumer behavior and methods of consumer behavior research. 

2. Knowledge of consumer decision making process, types of consumer decisions, consumer needs, and consumer risk on market. 

3. Understanding of consumer behavior models on market.

4. Understanding of the different determinants influencing consumer behavior.

5.  Knowledge how to apply knowledge of consumer behavior into business practice.

Please note that attendance of the first and the last session are mandatory. If you do not attend the first session, you will be de-registered from the course. In order to obtain a grade for the course, students must attend at least 80% of the course. An absence of 6 hours is permitted.

Lectures with interactive methods 

Case studies- individual solving cases

Project (teamwork) – join project on consumer behavior research

Case studies – 35 points 

Project report and presentation – 35 points 

Written final exam – 30 points

Total – 100 points (60% to pass)

Grading scale:

5 - fail: 0-60%

4 - sufficient: 61-70%

3 - satisfactory: 71-80%

2 - good: 81-90%

1 - excellent: 91-100%

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