1. komponenta

Lecture type	Total
Lectures	15
Seminar	15

* Load is given in academic hour (1 academic hour = 45 minutes)

In everyday life, alongside the numerous roles we play, we all take on the role of a buyer and a consumer of products or services. The aim of this course is to enable students to understand and predict consumer behavior by providing fundamental analytical frameworks and concepts for understanding market behaviors and consumption trends. Emphasis is placed on analyzing the impact of internal (psychological) and external (social and economic) factors on consumer decision-making.

1. Identify the key terms, concepts, and theories of consumer behaviour
2. Evaluate the factors affecting consumer behaviour
3. Describe the consumer decision process
4. Analyze the process of buying behaviour; in terms of the new products
5. Assess the impact of consumer motivation and personality on purchasing behavior
6. Explain basic rights and consumer protection
7. Develop a research design in the field of consumer behavior
8. Analyze current trends that influence consumer behavior

1. Consumer Behavior: Buying, Having, and Being 14th Edition., Solomon, M., Pearson, 2024.

Psychology 3rd semester - Regular studij - Psychology