Consumer behaviour

Introduction to the basic concepts and models related to consumer behaviour (motives and needs, perception, learning, recognition of problems, decision behaviour, etc.) Attitudes - attitudes and actions - attitude studies Social influence on attitude (culture, group dynamics, reference groups, family influence on attitude) Decision behaviour in organisations Practical implications: Utilisations (e.g. research in product development processes, profile and attitude studies, analyses of competitors, market segmentation, quality, customer satisfaction and loyalty)

Provide basic knowledge about central concepts within consumer behaviour and economic psychology in marketing. Use the models and approaches in developing consumer marketing strategy in an organization. Relate the consumer behaviour to other fields covered within the bachelor study program. Relate consumer behaviour to central business functions such as purchasing, production, distribution, sales and marketing.

Teaching methods: All lectures are given in English. Group work. Further information is provided at the beginning of the semester.