Consumer BehaviourLaajuus (3 ECTS)

Objective

After concluding the course the student will be able to
• understand essential concepts on consumer behaviour and is able to implement them in practice
• analyse consumer’s behavior and decision making process
• find information on target groups’ behavior to support marketing decisions
• make development suggestions for marketing function and analyse their results.

Content

• Foundations of ccnsumer behaviour
Personal, psychological, social and cultural factors affecting consumer behaviour
• Consumer as individual: perception, learning, motivation, attitudes, self – concept
• Decision Making Models: individual decision making, group influence, household decision making
• Culture and life styles; diffusion of innovations
• Importance of consumer behaviour in marketing and marketing communications
• Marketing Research relating to consumer behaviour
• Consumer protection and ethics