Consumer Behaviour

2022/2023

Academic Year

ENG

Instruction in English

4

ECTS credits

Delivered at:

Department of Management

Course type:

Compulsory course

When:

4 year, 2 module

Instructors

Лебедев Александр Владимирович

Савина Дарья Олеговна

Course Syllabus

Abstract

The course explores the conceptual foundations of consumer behavior. Students develop deep theoretical knowledge about the influence of various types of factors on consumer behavior, motives and models for making purchasing decisions; as well as practical skills in applying the theory of consumer behavior to solving practical problems of marketing strategic planning, market segmentation, positioning of the company and its brands, implementation of advertising campaigns.

Learning Objectives

• model consumer behavior and purchase decision making process based on consumer typology
• collect and analyze information on consumer behavior using qualitative and quantitative research methods
• form marketing strategies based on consumer behavior research
• develop recommendations for improving companies’ marketing activities based on assessment of customer satisfaction and customer loyalty

Expected Learning Outcomes

• be able to collect, analyze, store data in accordance with common scientific and ethical standards
• be able to conduct research activity in an educational institutions and management of students’ research activity
• be able to follow ethical norms and standards in professional field
• be able to participate in Russian and international research projects

Course Contents

• Main macroeconomic trends in consumer behavior. Features of the behavior of Russian consumers.
• Research of consumer preferences based on consumer typology. Consumer modeling.
• Models of purchase decision making process.
• Consumer behavior research: Qualitative methods for gathering marketing information
• Consumer behavior research: Quantitative methods for gathering marketing information
• Customer satisfaction and Customer loyalty

Assessment Elements

• Project
• Lecture performance
• Exam
  The exam is conducted in a form of a test. The test is based on the topics and materials of the discipline. It is organized via LMS. The test consists of 20 questions (both multiple-choice and open-ended), the timing for the test is 20 minutes. The maximum time for 1 question is 1 minute.
• Tutorials performance

Interim Assessment

• 2022/2023 2nd module
  0.25 * Lecture performance + 0.25 * Tutorials performance + 0.25 * Exam + 0.25 * Project

Bibliography

Recommended Core Bibliography

• Consumer behavior, Blackwell, R. D., 2001
• Nair, S. R. (2009). Consumer Behaviour and Marketing Research : (text and Cases) (Vol. Rev. ed). Mumbai [India]: Himalaya Publishing House. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=332241

Recommended Additional Bibliography

• Consumer behavior, Hoyer, W.D., 2001
• Consumer behaviour, Solomon, M., 2006
• Franses, P. H., & Paap, R. (2001). Quantitative Models in Marketing Research. Cambridge University Press.

Authors

• ZAZDRAVNYKH EVGENIY ALEKSANDROVICH
• KONNIKOVA OLGA ANATOLEVNA
• MATETSKAYA MARINA VLADIMIROVNA
• MALCHENKO YULIYA ANATOLEVNA