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Lecturer(s)
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Pícha Kamil, doc. Ing. Ph.D., MBA.
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Šalamoun Jan, Ing. Ph.D.
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Course content
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Consultations: 1. Introduction to consumer behaviour studies. Marketing research in consumer behaviour. 2. The purchasing process. Culture, sub-culture and their influences on consumer behaviour. 3. Values and gender. Demographic influences. Households, families and reference groups. Lifestyle and self-perception. 4. Perception. Learning and memory. Motivation, personality. Attitudes and emotions.
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Learning activities and teaching methods
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Monologic (reading, lecture, briefing), Dialogic (discussion, interview, brainstorming)
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Learning outcomes
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The knowledge of consumer behaviour enables organizations to improve their marketing strategies and market segmentation. The students will especially understand consumer psychology, the thinking processes and choices of consumers with regard to various products and brands, the influences of environment (media, culture, family, reference groups etc.), the various decision-making processes including bounded rationality and engagement influences. The proper methods of qualitative and quantitative research in the scope of consumer behaviour are involved too.
Students understand the basic theories and aspects of consumer behaviour, trends and research methods. They are able to gather and use primary and secondary data about consumer behaviour, perform market segmentation and setup customer metrics.
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Prerequisites
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unspecified
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Assessment methods and criteria
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Test, Seminar work
Credit Requirements: The student must complete 2 pieces of individual semestral work and a written test (achieving 60 % at least).
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Recommended literature
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Ariely, D. Jak drahé je zdarma: proč chytří lidé přijímají špatná rozhodnutí: iracionální faktory v ekonomice i v životě?. Praha, 2009.
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Bárta, V. & Bártová, H. Homo Spotřebitel. Praha, 2012. ISBN 978-80-245-1822-0.
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Cialdini, R. Zbraně vlivu: Manipulativní techniky a jak se jim bránit. 2012.
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Evans, M., Jamal, A., Foxall, G. Consumer Behaviour. Chichester: John Wiley & Sons Ltd., 2006.
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Koudelka, J. Spotřební chování a marketing. Praha: Grada Publishing, 1997.
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Schiffman, L.G., Kanuk, L.L. Nákupní chování. Brno: Computer Press, 2004.
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Vojtko, V. Marketingový výzkum v kognitivních mapách. Zeleneč: Profess Conculting, 2008.
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Vojtko, V., Mildeová, S. Dynamika trhu. Praha: Profess Consulting, 2007.
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