Consumer Behaviour

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1. Concepts and theoretical models of consumer behaviour.

2. Impact of reference groups and opinion leaders: symbolic and conspicuous consumption in terms of symbolic and luxury products.

3. Cultural determinants of consumers` purchase decisions - influence of cultures, country of origin effect (COO) and consumer ethnocentrism.

4. Studies on consumer behaviour: basic methods.

5. Research directions of studies on COO and its dimensions from a consumer perspective and theoretical concepts explaining this phenomenon.

6. Materialism, income and socio-demographic characteristics as moderators of consumer behavior - the essence and directions of research.

7. Manufacturers` and retailers` brands and consumer behavior - directions and conclusions from studies.

8. CSR and sustainability and consumer behavior.

9. Specificity of consumer purchasing behaviour in the online environment (e-consumer behavior). Purchasing behavior of consumers in the Internet environment: Internet commerce: e-commerce, m-commerce, s-commerce.

10. Consumer purchasing behaviour in the online environment: websites, social networks.

11. WOM, Electronic-WOM and theoretical concepts explaining this phenomenon.

12. Determinants of consumer behaviour in the online environment - synthesis.

13. Consumer reactions to marketing activities in the online environment including the international context.

14. Determinants of consumer purchasing behavior. Directions and conclusions from studies on factors determining consumer behaviour.

15. Discussion.

Literatura podstawowa:

Assael H. (2004), Consumer behavior: a strategic approach, Boston: Houghton Mifflin Co.

Ford D., Gadde L.E., Hakansson H., Snehota I. (2011), Managing Business Relationships, 3rd Ed., Wiley.

Grudecka, A., Bodźce marketingowe jako determinanty intencji zakupu produktów spożywczych oznaczonych markami detalistów, Oficyna Wydawnicza SGH, Warszawa 2020.

Maclaran P, Saren M., Stern B., Tadajewski M. (2010), The Sage Handbook of Marketing theory. London: Sage Publications.

Melewar T.C., Gupta S. (2012), Strategic International Marketing, Palgrave.

Schiffman L.G., Wisenblit J. (2015), Consumer behavior. 11th ed., Boston: Pearson.

Sikora, T., Conspicuous consumption in the consumer behavior research ? where is the social status and actual behaviors? in: Marketing Theory Challenges in Emerging Societies, Conference Proceedings, 4th EMAC CEE Regional Conference, Graduate School of Management, Saint Petersburg University, Saint Petersburg, 2013, pp. 351-358.

Sikora T., Znaczenie efektu kraju pochodzenia dla komunikacji w biznesie międzynarodowym, Zeszyty Naukowe KGŚ SGH, nr 23/2008, s. 173-194.

Sikora, T., Zachowanie nabywców produktów luksusowych, rozdz. 1 i 2, Oficyna Wydawnicza SGH, wydanie I rozszerzone i uaktualnione, Warszawa 2013.

Solomon M.R. (2015), Consumer behavior: buying, having, and being, 11th ed., Boston: Pearson.

Solomon, M.R. , G. Bamossy, S. Askegaard, M. Hogg (2019), Consumer behavior: A European Perspective, 6th ed., Pearson.

Witek-Hajduk M.K., Grudecka A., Country of origin from a management perspective of emerging market companies, International Journal of Management and Economics? 2019, Vol. 55, No. 3, pp. 212-229.

Literatura uzupełniająca:

Bartosik-Purgat M. (red.) (2017), Zachowania konsumentów. Globalizacja, nowe technologie, aktualne trendy, otoczenie społeczno-kulturowe, Warszawa: PWN, Warszawa.

De Mooij M. (2011), Consumer behavior and culture. Consequences for global marketing and advertising, Thousand Oaks: SAGE.

Moschis G.P. (2019), Consumer behavior over the life course. Research frontiers and new directions, Berlin: Springer.

Rajagopal (2018), Consumer behavior theories. Convergence of divergent perspectives with applications to marketing and management, New York: Business Expert Press.

Furthermore: a set of articles related to particular courses and subjects will be given to doctorants before each course, so, that they can read them and discuss their content.

Wiedza: Student knows the methodology of conducting research on consumer behaviour.

; Student is familiar with consumer behaviour models.

; Student is familiar with classical research studies on consumer behaviour theory.

Umiejętności: Student is able to apply quantitative and qualitative methods and tools of data acquisition and processing used in consumer behaviour research.; Student is able to apply his knowledge to the analysis of selected issues concerning the development of marketing activities on the institutional and consumer goods market.; Student is able to develop a research proposal applying quantitative and qualitative methods for the analysis of issues covered by the subject.

Kompetencje społeczne: Student demonstrates a balanced and competent opinion and evaluation of others` work.

; Student demonstrates the ability to communicate effectively, negotiate, convince and work in a team.

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