Consumer Behaviour

The course is devoted to provide students the knowledge in logistics and commerce marketing focusing about consumer behaviuor, their attitudes, values, and bying process. During the course students fulfill consumer research applying gained theoretical knowledge and different research methods of consumer behaviuor research. Students become capable to analyse consumer and its behaviour in logistics and commerce.

The aim of the course is to provide knowledge for students about consumer beheaviuor and its motives, concerning methods how to formate consumer behaviuor; help students gaining skills how to be able to foresee reaction of consumer to different marketing actions in logistics and commerce.

Before starting the course of Consumer behaviuor students must be acquinted to main statements of the programme and students should have been studied common courses of the programme (Business Development, Service marketing)

1. Introduction to consumer behaviuor in the context of logistics and commerce. 2. Market segmentation and consumer behaviuor. 3. Motivation of consumer. 4. Psychological motives of consumer. Consumer research. 5. Positioning. Maping in positioning. 6. Learning process of consumer in logistics and commerce. 7. The attitude and values of consumer: formation and changes. 8. Group and cultures, impact on consumer. 9. Purchasing process in logistics. 10. Organisational purchase process in merchandasing and logistics. 11. Market segmentation and consumer behaviour analysis in logistics and commerce. 12. Research of consumer motivation, psychological motives on consumer behaviour. 13. Research of product positioning. 14. Process of formation and changing consumer attitude in logistics and commerce. 15. Groups impact on buying and consumption process. 16. Research of vallues, attitudes and culture of consumers. 17. Buying decision amking process in logistics. 18. B2B buying process and decision making process in logistics and commerce.

1. Understanding and use of the main conscpts of consumer behaviour in logistics and commerce; 2. Achieving appropriate level of knowledge foreseen in course results; 3. Application of skills to fulfill consumer research in logistics and commerce; 4. Fulfillment of personal and group tasks; 5. Identification and solution of practical problems of consumer behavour in logistics and commerce.