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Consumer Behaviour
Study Course Description
Course Description Statuss:Approved
Course Description Version:1.00
Study Course Accepted:18.04.2024 16:29:22
| Study Course Information | |||||||||
| Course Code: | SZF_143 | LQF level: | Level 6 | ||||||
| Credit Points: | 2.67 | ECTS: | 4.00 | ||||||
| Branch of Science: | Management; Business Management | Target Audience: | Management Science; Marketing and Advertising; Business Management | ||||||
| Study Course Supervisor | |||||||||
| Course Supervisor: | Kristīne Blumfelde-Rutka | ||||||||
| Study Course Implementer | |||||||||
| Structural Unit: | Faculty of Social Sciences | ||||||||
| The Head of Structural Unit: | |||||||||
| Contacts: | Dzirciema street 16, Rīga, szf rsu[pnkts]lv | ||||||||
| Study Course Planning | |||||||||
| Full-Time - Semester No.1 | |||||||||
| Lectures (count) | 7 | Lecture Length (academic hours) | 2 | Total Contact Hours of Lectures | 14 | ||||
| Classes (count) | 7 | Class Length (academic hours) | 2 | Total Contact Hours of Classes | 14 | ||||
| Total Contact Hours | 28 | ||||||||
| Part-Time - Semester No.1 | |||||||||
| Lectures (count) | 5 | Lecture Length (academic hours) | 2 | Total Contact Hours of Lectures | 10 | ||||
| Classes (count) | 4 | Class Length (academic hours) | 2 | Total Contact Hours of Classes | 8 | ||||
| Total Contact Hours | 18 | ||||||||
| Study course description | |||||||||
| Preliminary Knowledge: | Microeconomics, Macroeconomics. | ||||||||
| Objective: | To create an understanding of the process of interaction between consumer behavior and marketing strategy in the market, learning the methodology of consumer behavior research and analysis. The course introduces students to the basics of consumer behavior by in-depth learning of theoretical knowledge. | ||||||||
| Topic Layout (Full-Time) | |||||||||
| No. | Topic | Type of Implementation | Number | Venue | |||||
| 1 | The essence and history of the concept of consumer behaviour. Consumer behaviour factors – economic, social, cultural, personal, psychological, etc. Research and analysis of consumer behaviour factors. | Lectures | 2.00 | auditorium | |||||
| 2 | Analysis of a scientific article (related to consumer behaviour and factors affecting it). | Classes | 1.00 | auditorium | |||||
| 3 | Making a purchasing decision as a consumer issue. Types of decision-making processes: extended problem solving and limited problem solving, initial and repeat purchases, specific customer behaviour patterns. | Lectures | 1.00 | auditorium | |||||
| 4 | Researching the purchasing decision process. | Classes | 1.00 | auditorium | |||||
| 5 | Steps to make a purchase decision: identifying the need, searching information, and assessing alternatives before the purchase. The marketing factors that affect them. | Lectures | 1.00 | auditorium | |||||
| 6 | Stages of purchase decision making: purchase of a product, consumption of the product, evaluation of alternatives after purchase, disposal of the product, its packaging, residues. The marketing factors that affect them. | Lectures | 1.00 | auditorium | |||||
| 7 | International Consumer Day. | Classes | 1.00 | auditorium | |||||
| 8 | Individual differences of consumers as determinants of behaviour and their research in marketing: consumer resources, consumer knowledge, motivation, attitudes, individuality and lifestyle. | Lectures | 1.00 | auditorium | |||||
| 9 | Consumer habits and differences therein between countries (analysis of national consumption patterns). | Classes | 2.00 | auditorium | |||||
| 10 | Environment as a set of determinants of consumer behaviour and investigation thereof in marketing: social class, culture, personal influence, family and household, situational factors. | Lectures | 1.00 | auditorium | |||||
| 11 | Presentations of individual (group) work. | Classes | 2.00 | auditorium | |||||
| Topic Layout (Part-Time) | |||||||||
| No. | Topic | Type of Implementation | Number | Venue | |||||
| 1 | The essence and history of the concept of consumer behaviour. Consumer behaviour factors – economic, social, cultural, personal, psychological, etc. Research and analysis of consumer behaviour factors. | Lectures | 1.00 | auditorium | |||||
| 2 | Analysis of a scientific article (related to consumer behaviour and factors affecting it). | Classes | 1.00 | auditorium | |||||
| 3 | Making a purchasing decision as a consumer issue. Types of decision-making processes: extended problem solving and limited problem solving, initial and repeat purchases, specific customer behaviour patterns. | Lectures | 1.00 | auditorium | |||||
| 4 | Researching the purchasing decision process. | Classes | 1.00 | auditorium | |||||
| 5 | Steps to make a purchase decision: identifying the need, searching information, and assessing alternatives before the purchase. The marketing factors that affect them. | Lectures | 1.00 | auditorium | |||||
| 8 | Individual differences of consumers as determinants of behaviour and their research in marketing: consumer resources, consumer knowledge, motivation, attitudes, individuality and lifestyle. | Lectures | 1.00 | auditorium | |||||
| 9 | Consumer habits and differences therein between countries (analysis of national consumption patterns). | Classes | 1.00 | auditorium | |||||
| 10 | Environment as a set of determinants of consumer behaviour and investigation thereof in marketing: social class, culture, personal influence, family and household, situational factors. | Lectures | 1.00 | auditorium | |||||
| 11 | Presentations of individual (group) work. | Classes | 1.00 | auditorium | |||||
| Assessment | |||||||||
| Unaided Work: | Participation in lectures and seminars, individual research work - integrated in the presentation of group workL Lecture theses/essays related to the topic of each lecture. Preparation for seminar classes, analysis of scientific literature, consumer behavior, analysis of influencing factors and research into the purchase decision making process. Independent work development on current topics of consumer behavior (e.g. Euromonitor research). In order to evaluate the quality of the study course as a whole, the student must fill out the study course evaluation questionnaire on the Student Portal. | ||||||||
| Assessment Criteria: | Students will be required to submit a summary of 7 (FT) lectures (20% of the final grade), seminar assignments (20% of the final grade) will be developed during the sessions, and a group work related to the topicality of consumer behaviour (20% of the final grade). Exam: 40% Accumulated grade and exam. | ||||||||
| Final Examination (Full-Time): | Exam (Written) | ||||||||
| Final Examination (Part-Time): | Exam (Written) | ||||||||
| Learning Outcomes | |||||||||
| Knowledge: | 1. Ability to interpret the interaction between consumer behaviour and marketing strategies in the market. 2. Ability to classify consumers into groups based on their common behavioural determinants. | ||||||||
| Skills: | 1. Ability to analyse consumer behaviour trends and integrate them into the company’s marketing activities. 2. Ability to analyse the purchase decision making process and factors that influence it. 3. Ability to predict consumer response to marketing activities. | ||||||||
| Competencies: | 1. Ability to systematise factors influencing consumer behaviour. 2. Ability to evaluate consumer habits in different regions. | ||||||||
| Bibliography | |||||||||
| No. | Reference | ||||||||
| Required Reading | |||||||||
| 1 | Evans M., Jamal A., Foxall G. Consumer Behaviour. 2nd edition, Wiley Publication, 2012. | ||||||||
| 2 | Payne A., Frow P. Strategic Customer Management. Cambridge University Press, 2013. | ||||||||
| 3 | Jia Zhao, Fei Xue, Shahnawaz Khan, Saleh F.A. Khatib. Consumer behaviour analysis for business development. 2021. | ||||||||
| 4 | Akhunjonov, U., Obrenovic, B. Explaining the Consumer Decision-Making Process: Critical Literature. Review. Journal of International Business Research and Marketing. Vol. 2, Issue 6. 2017. | ||||||||
| Additional Reading | |||||||||
| 1 | Schmitt B. The consumer psychology of brands. Journal of Consumer Psychology 22. 2012. 7 – 17. | ||||||||
| 2 | Stankevich A. Explaining the Consumer Decision-Making Process: Critical Literature Review. Journal of International Business Research and Marketing. Volume 2, Issue 6, 2017. | ||||||||
| 3 | Andrew T. Stephen. The role of digital and social media marketing in consumer behavior: Current Opinion in Psychology special issue on consumer behavior. 2015. | ||||||||
| 4 | Remesovschia N. Consumer behaviour approach under the aspect of concept evolution. Journal Economica 2018 | ||||||||
| 5 | Qazzafi, S. Factors Affecting Consumer Buying Behavior: A Conceptual Study. International Journal for Scientific Research & Development. Vol. 8. 2020. | ||||||||
| Other Information Sources | |||||||||
| 1 | Journal of Consumer Psychology | ||||||||
| 2 | Euromonitor International. 2023. Top Five Digital Consumer Trends in 2023. | ||||||||
| 3 | Blumfelde-Rutka, K. "European Green Deal: The Transformation of Consumer Behaviour and Business Marketing Communication as Opportunities to Increase Consumer Involvement in the Sorting of Waste in Latvia". Studia Europejskie – Studies in European Affairs, 1-2023, pp. 163-176. DOI: 10.33067/SE.1.2023.8. 2023. | ||||||||
