Consumer Behaviour

The course introduces the concept of consumer behavior and its historical development, explaining how consumption habits and approaches to their research have changed over time. The factors of consumer behavior – economic, social, cultural, personal and psychological – that influence decision-making and consumption behavior will be analyzed. Students will learn methods of researching and analyzing consumer behavior factors in order to understand their importance in creating marketing strategies and promoting sustainable consumption.

The course introduces the concept of consumer behavior and its historical development, explaining how consumption habits and approaches to their research have changed over time. The factors of consumer behavior – economic, social, cultural, personal and psychological – that influence decision-making and consumption behavior will be analyzed. Students will learn methods of researching and analyzing consumer behavior factors in order to understand their importance in creating marketing strategies and promoting sustainable consumption.

The lesson is dedicated to the analysis of a scientific article related to consumer behavior and its influencing factors. Students will learn how to critically evaluate academic literature, identify the purpose of the study, methodology, main conclusions and their practical significance in the marketing context. Special attention will be paid to sustainability aspects of consumer behavior, analyzing how research reflects green consumption trends and socially responsible behavior.

The course focuses on purchasing decision-making as a consumer problem, analyzing how individuals identify needs and select solutions. Types of decision-making processes will be discussed – extended problem solving, limited problem solving, initial and repeat purchases – as well as specific buyer behavior models. Students will learn how various factors (psychological, social, economic) influence the dynamics of decision-making and how to use this knowledge in developing marketing strategies, including aspects of sustainable consumption.

The lesson is dedicated to the study of the purchasing decision-making process, analyzing the stages from need recognition to purchase evaluation. Students will learn about various decision-making models and factors that influence each stage, including psychological, social, and economic aspects. Methods for studying consumer behavior in the context of decision-making using qualitative and quantitative data will be discussed. Special attention will be paid to the impact of sustainable consumption on purchasing decisions and business strategies.

The course is dedicated to exploring the stages of the purchasing decision process – need recognition, information search and evaluation of alternatives before purchase. It will analyze how these stages are influenced by various marketing factors, such as advertising, pricing, brand reputation, digital channels and sustainable value communication. Students will learn how companies use marketing tools to influence consumer choices and how sustainability aspects become an important factor in the decision-making process.

The activity examines the final stages of a purchase decision – product acquisition, consumption, post-purchase evaluation of alternatives, and disposal of the product, its packaging, and residues. It will examine how these stages are influenced by marketing factors such as post-purchase communication, loyalty programs, sustainable packaging strategies, and responsible waste management initiatives. Students will learn how companies can build long-term relationships with consumers, taking into account both economic and sustainability aspects.

The lesson introduces the history, significance and objectives of World Consumer Rights Day, emphasizing consumer protection and responsible consumption in a global context. The principles of consumer rights, their impact on business strategies and societal development, as well as sustainability aspects in the implementation of consumer rights will be analyzed. Students will discuss current issues, such as green consumption, digital security and social responsibility, and evaluate how these issues are addressed at the international level.

The activity is dedicated to the analysis of individual differences in consumers as determinants of behavior. The main elements that shape consumer behavior will be discussed - resources, knowledge, motivation, attitude, individuality and lifestyle. Students will learn how these factors influence purchasing decisions and how to study them in a marketing context, using qualitative and quantitative methods. Special attention will be paid to the impact of sustainable lifestyles and values ​​on consumption habits.

The lesson is dedicated to the analysis of consumer habits and their differences in different countries. Students will learn how cultural, social, economic and value factors influence consumption behavior in a global context. A comparative analysis of consumption habits of specific countries will be carried out, emphasizing sustainable consumption trends and their impact on marketing strategies. The lesson will help to understand how companies adapt communication and product offerings to different markets, taking into account local traditions and global sustainability requirements.

The lesson is dedicated to the analysis of consumer habits and their differences in different countries. Students will learn how cultural, social, economic and value factors influence consumption behavior in a global context. A comparative analysis of consumption habits of specific countries will be carried out, emphasizing sustainable consumption trends and their impact on marketing strategies. The lesson will help to understand how companies adapt communication and product offerings to different markets, taking into account local traditions and global sustainability requirements.

The course is devoted to the analysis of environmental factors as a set of determinants of consumer behavior. The main elements – social class, culture, personal influence, family and household, as well as situational factors – that influence consumer decision-making and consumption habits will be examined. Students will learn how to study these factors in a marketing context using qualitative and quantitative methods, and how companies adapt strategies to take into account social and cultural differences, including sustainable values.

Overcoming consumer barriers in the context of sustainable consumption.

Objective: To understand and identify barriers that hinder sustainable consumption and develop effective solutions to promote sustainable lifestyles through social media communication.