Consumer Behavior

elective courses

The content of the subject covers the field of consumer behavior. The course discusses issues related to the decision-making process of the consumer and the external and internal determinants of consumer behavior. The course focuses also on the impact new socio-cultural trends on consumer behavior.

Course is a part of the curriculum of Master in Food Systems (MFS) studies. They are conducted in the discipline of Management and Quality Sciences (leading discipline, Social Sciences) and Food and Nutrition Technology (supplementary discipline, Agricultural Sciences).

Understanding consumer behavior is one of the most important stages in marketing strategy planning. By properly identifying the needs of its clients, the company is able to choose the target segments for its product and services and construct a market offer suitable for them. In today's fast-changing world, we are dealing with constantly evolving trends that affect the behavior of modern consumers. This course aims at familiarizing students with basic theories of consumer behavior as well as new socio-cultural trends affecting consumer behavior. The course outline is as follows:

1. Foundations of consumer behavior

2. Internal factors influencing consumer behavior:

• Consumers psychology

• Consumers demography (gender, age)

3. External factors influencing consumer behavior:

• Reference groups and social class

• Culture and globalization

4. New trends in consumer behavior:

• Consumerism

• Green consumption

• Virtual consumption and social media

Solomon M. (2015) Consumer behavior (12th ed.), Boston: Pearson

Evans, M., Jamal, A., Foxall, G. (2011). Consumer Behaviour (2nd ed.). New York: Wiley.

Hoyer W., MacInnis, D., Pieters R.(2013). Consumer behavior (6th ed., Cenagage Learninig

After completing the course students:

K_W01 know and understand the general methodology of consumer research as well as concepts and models related to the consumer decision-making process

K_W02 understand the importance of consumer behaviour modelling for marketing activities designing

K_W04 know and understand the fundamental dilemmas of the contemporary consumer in terms of satisfying food needs, health and the future of civilization

K_W05 know and understand the determinants of consumer decision-making processes in the food market

K_U01 can and are able to use knowledge in the field of social sciences and theoretical models to recognise, diagnose attitudes and consumer behaviour and to suggest general marketing solutions.

K_U02 can and are able to identify factors and interpret their impact on consumer attitudes and behaviour on the food market

K_U04 can and are able to analyse and diagnose the impact of marketing activities on consumer behaviour and communicatively present the effect of their work and debate in English

K_U06 can and are able to plan and organise own work and team work

K_U07 can and are able to broaden knowledge about consumer attitudes and behaviours

K_K01 are ready to express critical opinions and discuss the impact on the attitudes and behaviours of consumers, as well as to consult experts

K_K02 are ready to take responsibility for the impact of marketing activities on the attitudes and behaviours of consumers, giving priority to ethics and the good of the consumer over sales targets

Attendance – 20% (2 points each class) (15 points)

Group assignments/ Homework – 30% (15 points)

Final test – 50% (30 points)

Final grades:

0-29 pts– 2 (unsatisfactory)

30-34 pts– 3 (sufficient)

35-39 pts– 3,5 (satisfactory)

40-44 pts– 4,0 (good)

45-49 pts– 4,5 (fairly good)

50-59 pts– 5,0 (very good)

60 pts – 5,5 (excellent)