Consumer Behaviour, Lectures

After completing the course, the student has a holistic understanding of the various factors influencing consumer behavior. The student is able to analyse the dimensions of consumption from different viewpoints. The student is able to view consumer behavior from the perspective of consumer decision-making and information processing as well as from the perspective of interpretive consumer research. Furthermore, the student recognizes the importance of understanding consumer behavior from the managerial point of view.

The course familiarizes students with the ways and processes through which individuals and groups choose, buy, use and dispose of products and services. Consumer behavior is approached from an individual perpective, focusing on the decision making processes and factors influencing it.  Consumers are also viewed as part of groups and communities. The course emphasises consumption as multidimensional, social and cultural behaviour. Furthermore, the course addresses topical consumption phenomena and the broader meaning of consumption in the contemporary society.  

Compulsory Prerequisites

• Introduction to Marketing, KAT.MARK.101, 5 cr

Ekström, K. M., Ottosson, M., & Parment, A. Consumer behaviour: Classical and contemporary perspectives, 2017, Lund,  Studentlitteratur

Lisäksi artikkeleita ja ajankohtaista materiaalia luennoitsijan osoituksen mukaan.

General scale, 0-5

• KAT.MARK-M20 Intermediate Studies in Marketing, Open University Studies