Consumer Behaviour

Introduction

The course will give students an introduction to the subject consumer behaviour on a fundamental level. Emphasis is placed on the factors that control and affect the consumer's behaviour, and how the marketer can benefit from these factors. In addition, the course aims at identifying circumstances surrounding the demand for goods and services, how the same goods and services are used, and not least the decision-making process behind the purchase of a product or service.

Course content

• Introduction to consumer behavior
• Decisions
• Buy, use and discard
• Motivation
• Learning and attitudes
• Emotions and emotions
• Perception
• Heritage and environment
• Groups, social classes and culture
• Segmentation
• Technology everywhere
• Negative consumer behavior
• Gray zones and ethical considerations
• What is consumption? Different perspectives