Customer Behavior 220441-S
Wykład (WYK) Semestr letni 2023/24

Customer orientation in marketing. Types of customer. Scope and types of purchase decisions.

Demographic-economic and social-cultural determinants of consumer behavior.

Psychological determinants of consumer behavior (including needs, motives and attitudes).

Consumer behavior models.

Customer perceived risk, types and reduction methods.

Customer Insight

Customer Journey Map

Customer loyalty - types, sources and importance for marketing.

Post-decision processes. Post-decision dissonance and its reduction.

New product purchase.

Marketing consequences of consumer decisions.

Purchase group, its structure and role in organizational customer behavior.

Psychographic segmentation

New phenomena and trends in consumer behavior. Internet and e-customers.

Recapitulation.