Brief description of the course
Patterns of consumer behaviour. Perception, experience, attitudes, convictions, emotions and motivation as factors of consumer behaviour. Price, sales incentives and sales communication as regulators of behaviour. The effect of advertising and other forms of marketing communication on consumer behaviour.
Learning outcomes in the course
Upon completing the course the student:
- knows the concepts of the theory of consumer behavior;
- knows and is able to use specific terminology and basic concepts;
- is able to influence the consumers.