Study Guide

Objective

After this course, the student will be able to
- describe and understand the internal and external factors that shape consumer behaviour and consuming;
- define and understand the basic concepts and theories about consumer behaviour and consumer culture;
- recognize and analyze information about consumers and consuming;
- recognize and envision future trends;
- interpret and apply consumer knowledge when making marketing decisions.

Content

Introduction to consumer behaviour, consumption and consumer culture
Consumer identities, values and lifestyle
Consumers as decision-makers
Consumers and their social groups
Culture and consumer behaviour
Consumption and cultural differences

Evaluation scale

H-5