Consumer Behaviour
Course code
PSR6011.FK
old course code
PSR6011
Course title in Estonian
Tarbijakäitumine
Course title in English
Consumer Behaviour
ECTS credits
3.0
Assessment form
Examination
lecturer of 2025/2026 Autumn semester
Not opened for teaching. Click the study programme link below to see the nominal division schedule.
lecturer of 2025/2026 Spring semester
Not opened for teaching. Click the study programme link below to see the nominal division schedule.
Course aims
Major. To provide an overview of the factors influencing consumer behaviour and the influence of forms of marketing communication on consumer behaviour.
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.
Teacher
Aivar Voog, Inna Mazing
Study programmes containing that course