Consumer Behavior

Course content:

  • Definition of Consumer Behavior in Today´s World and its Importance for Marketing
  • Buying Behavior and Consumer Decision Making
  • Psychological Factors in Consumer Behavior (Perception of the Outside World, Perception of the Self; Motivation, Values; Learning, Memory)
  • Social Factors in Consumer Behavior (Reference Groups and Consumer Behavior; Economic Factors and Consumer Behavior)
  • Culture and Consumer Behavior


Recommended literature:

MICHAEL R. SOLOMON: Consumer behaviour: a European perspective 4th ed., Harlow: Prentice Hall, 2010, ISBN 978-0-273-71726-3