Veidlapa Nr. M-3 (8)
Study Course Description
Consumer Behaviour
Course Code
SZF_143
Branch of Science
-
ECTS
4.00
Target Audience
Business Management; Management Science; Marketing and Advertising
LQF
Level 6
Study Type And Form
Full-Time; Part-Time
Study Course Implementer
Course Supervisor
Kristīne Blumfelde-Rutka
Structure Unit Manager
Ieva Puzo
Structural Unit
Faculty of Social Sciences
Contacts
Dzirciema street 16, Rīga, szf@rsu.lv
About Study Course
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.
Preliminary Knowledge
Microeconomics, Macroeconomics.
Learning Outcomes
Knowledge
1.1. 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
1.1. 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.
Competences
1.1. Ability to systematise factors influencing consumer behaviour. 2. Ability to evaluate consumer habits in different regions.
Assessment
Individual work
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Title
|
% from total grade
|
Grade
|
|---|---|---|
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1.
Individual work |
-
|
-
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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.
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Examination
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Title
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% from total grade
|
Grade
|
|---|---|---|
|
1.
Examination |
-
|
-
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|
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.
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Study Course Theme Plan
FULL-TIME
Part 1
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
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.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
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.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Analysis of a scientific article (related to consumer behaviour and factors affecting it).
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
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.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Researching the purchasing decision process.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Steps to make a purchase decision: identifying the need, searching information, and assessing alternatives before the purchase. The marketing factors that affect them.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
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.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
International Consumer Day.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Individual differences of consumers as determinants of behaviour and their research in marketing: consumer resources, consumer knowledge, motivation, attitudes, individuality and lifestyle.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Consumer habits and differences therein between countries (analysis of national consumption patterns).
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Consumer habits and differences therein between countries (analysis of national consumption patterns).
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Environment as a set of determinants of consumer behaviour and investigation thereof in marketing: social class, culture, personal influence, family and household, situational factors.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Presentations of individual (group) work.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Presentations of individual (group) work.
|
Total ECTS (Creditpoints):
4.00
Contact hours:
28 Academic Hours
Final Examination:
Exam (Written)
PART-TIME
Part 1
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
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.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Analysis of a scientific article (related to consumer behaviour and factors affecting it).
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
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.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Researching the purchasing decision process.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Steps to make a purchase decision: identifying the need, searching information, and assessing alternatives before the purchase. The marketing factors that affect them.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Individual differences of consumers as determinants of behaviour and their research in marketing: consumer resources, consumer knowledge, motivation, attitudes, individuality and lifestyle.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Consumer habits and differences therein between countries (analysis of national consumption patterns).
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Environment as a set of determinants of consumer behaviour and investigation thereof in marketing: social class, culture, personal influence, family and household, situational factors.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Presentations of individual (group) work.
|
Total ECTS (Creditpoints):
4.00
Contact hours:
18 Academic Hours
Final Examination:
Exam (Written)
Bibliography
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.