Consumer Behaviour

This course (5 ECTS) examines consumer behavior and market research. In the first part, the reasons behind purchasing decisions are analyzed, explaining how consumers search, compare, select, and buy products and services, both conventionally and digitally, with emphasis on social media. The second part covers market research tools, helping students plan, evaluate, and understand various types of research, as well as how findings are used for marketing decision-making, including digital methodologies. Practical application of knowledge is done through a semester assignment where students design market research for a real consumer behavior problem. The course is also offered to Erasmus students in English.