Поведение потребителей

2023/2024

Статус: Маго-лего

Кто читает: Департамент менеджмента

Когда читается: 2 модуль

Охват аудитории: для всех кампусов НИУ ВШЭ

Преподаватели: Супранович Светлана Владимировна

Язык: английский

Кредиты: 3

Контактные часы: 24

Full 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

Study of theoretical bases of consumer behavior, approaches to its understanding and research
Formation of skills of studying consumer behavior for use in solving managerial and marketing tasks

Expected Learning Outcomes

To identify and predict consumer preferences based on consumer typology.
To understand the history of the discipline and subfields
Be able to measure, critique and interpret consumer behavior based on the knowledge of the internal Influences on consumer behavior.
Be able to identify and structure the factors that influence consumer behavior
To understand the main conceptual approaches in the study of consumer behavior
Be able to develop recommendations for improving companies’ marketing activities based on assessment of customer satisfaction and customer loyalty

Course Contents

Introduction to the theory of consumer behavior
Value-motivation bases of consumption.
Purchasing behavior.
Post-purchase Behavior
Ethical aspects of consumer behaviour

Assessment Elements

Group project
Students are divided into groups of 3-4 people. Each group selects a specific product or service, and offers a psychographic description of several potential segments of consumers of a given product or service. It is necessary to complete the hypothetical semantic structure of the product, which connects the functional characteristics of the product with the values of selected consumer segments, thus opening up opportunities for different product positioning. To offer ideas on positioning and promotion of a product for each group of consumers with different values. The solution is fixed on a flipchart or in the format of a Power Point presentation.
In class participation
The student has to show activity during seminars; participation in Q&A.
Exam
The student has to answer to open and single/multiple choice questions. Time limit is 80 minutes.

Interim Assessment

2023/2024 2nd module
0.5 * Exam + 0.3 * Group project + 0.2 * In class participation

Bibliography

Recommended Core Bibliography

Consumer behavior, Blackwell, R. D., 2001
Panwar, D., Anand, S., Ali, F., & Singal, K. (2019). Consumer Decision Making Process Models and their Applications to Market Strategy. International Management Review, 15(1), 36–44. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=135847331
Sheth, J. N. (1977). Demographics in consumer behavior. Journal of Business Research, (2), 129. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsrep&AN=edsrep.a.eee.jbrese.v5y1977i2p129.138

Recommended Additional Bibliography

Ashman, R., Solomon, M. R., & Wolny, J. (2015). An old model for a new age: Consumer decision making in participatory digital culture. Journal of Customer Behaviour, 14(2), 127–146. https://doi.org/10.1362/147539215X14373846805743
Franses, P. H., & Paap,Richard. (2001). Quantitative Models in Marketing Research. Cambridge University Press. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsrep&AN=edsrep.b.cup.cbooks.9780521801669
Russell W. Belk. (2017). Qualitative Consumer Research. Emerald Publishing Limited.
Young, B. M. (2018). Consumer Psychology : A Life Span Developmental Approach. Cham, Switzerland: Palgrave Macmillan. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1844468

Course Syllabus