APPLIES TO ACADEMIC YEAR 2014/2015

EXC 2112 Consumer Behaviour

Responsible for the course
Peter Jarnebrant

Department
Department of Marketing

Term
According to study plan

ECTS Credits
7,5

Language of instruction
English

Introduction
This course will introduce you to basic consumer behaviour problems and perspectives and the contexts in which they arise. It will help you develop ability to structure and analyse such problems, and provide the appropriate tools and concepts for solving them. The course will concentrate on consumer behaviour topics, which will help the marketing manager to understand the needs and wants of the consumers.

Learning outcome
Acquired knowledge
The students will get to know important concepts and central consumer models like customer needs and wants, information processing, attitude formation, evaluative criteria, segmentation and social influence.

Acquired skills
The students should be able to understand and to predict the consumers' behaviour in different situations, and see how this information might influence the product and the service portfolio and the resulting consequences for the company’s or the organization’s ability to reach it’s goals.

Reflection
The student should be able to reflect on ethical issues related to how consumer behaviour is contributing to an understanding of the customer’s needs and wants.

Prerequisites
A basic course in marketing is required.

Compulsory reading
Books:
Schiffman, Leon G. and Leslie Lazar Kanuk. 2014. Consumer behavior. 11th ed., Global ed. Pearson Education

Recommended reading

Course outline

• Introduction to consumer behaviour
• Segmentation and targeting
• The consumer as an individual with needs, personality, perceptions
• How consumers learn and apply knowledge
• Attitude development, and strategies for attitude change
• The consumer in a social context among friends, family, culture and social class
• The consumer's decision-making process and decision rules
• Diffusion and adoption of innovations