Consumer Behaviour
The course Advanced Consumer Behavior is aimed at imparting to students knowledge about consumer behavior from sociology, psychology, economics and marketing, theoretical and methodological approaches to consumer behavior, as well as management decision-making, actions and perceptions of individuals in the evaluation, acquisition, use and disposal of products and services today.
1. Consumer Behavior and Marketing
The first module provides a definition of consumers, considered the ratio of consumers and the market. The methods of consumer behavior research are characterized, general principles and models of segmentation and positioning, types of consumers are analyzed. This part also reveals the concept of client-centered organization. Much attention is paid to the most pressing technology in the era of Internet marketing.
2. Factors influencing consumer behavior
The second module is devoted to the influence of the environment on consumer behavior, factors considered cultural level, as well as factors of social, personal and psychological nature.
3. The model of consumer behavior
The third module describes in detail the process of making a consumer decision to purchase, consider various options for making a decision on purchasing a product novelties, and also provides information about consumer organizations.
Prerequisites: knowledge of marketing, marketing research, marketing communications
Author: Natalia Kim, Marketing Department, Senior lecturer.
Exam type: oral.
Автор программы
Ким Наталья Викторовна