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Consumer Behaviour

Consumer Behaviour
116-0320/01
čeština Consumer Behaviour
116-0320/02
čeština Consumer Behaviour
116-0320/03
čeština Consumer Behaviour
116-0320/04
čeština

Summary

Content of this module is focused on identifying factors (both internal and external) which impact on consumer behaviour and specifying segments based on different segmentation criteria. Models of consumer behaviour (black box model,model of consumer decision-making) will be also discussed in that module.

Literature

HOYER, W. D, D. J. MACINNIS and R. G. M. PIETERS. Consumer Behavior. 6th ed. Mason: South-Western Cengage Learning, 2013. 497 p. ISBN 978-1-133-27449-0.
KARDES, F. R., M. L. CRONLEY and T. W. CLINE. Consumer Behavior. 2nd ed. Stamford: Cengage Learning, 2015. 550 p. ISBN 978-1-133-58767-5.
SOLOMON, Michael R. et al. Consumer Behaviour: an European Perspective. 6th ed. Harlow: Pearson, 2016. 706 p. ISBN 978-1-292-11672-3.

Advised literature

BERGH, Joeri van den a Mattias BEHRER. Jak cool značky zůstávají hot: marketing zaměřený na mladou "generaci Y". Přeložila Libuše MOHELSKÁ. Brno: BizBooks, 2012. 248 s. ISBN 978-80-265-0002-5.
DONELLY, H. James a Paul, J. PETER. Marketing Management. Knowledge and Skills. 11th ed. London: McGraw Hill, 2013. 816 pp. ISBN 978-0-077558598 .
CHARAN, Ashok. Marketing Analytics. Singapore: World Scientific, 2015. 696 pp. ISBN 978-981-4768575 .


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Language of instruction čeština, čeština, čeština, čeština
Code 116-0320
Abbreviation SCH
Course title Consumer Behaviour
Coordinating department Department of Marketing and Business
Course coordinator doc. Ing. Vojtěch Spáčil, CSc.