Marketing Resources and Consumer Behaviour in Central Europe

Consumer psychology: perception, learning and attitudes. Research on consumer behaviour. Cultural influences on consumers: consumer culture, sub-culture, national and business cultures, cultural symbols, country-of-origin effect and consumer ethnocentrism.

Pre-purchase, purchase and post-purchase behaviour: concepts and models. Group influence and opinion leadership: symbolic consumption and conspicuous consumption of symbolic and luxury products.

During the course students get knowledge about basic concepts related to consumer behaviour and their importance for marketing research and actions.

Students learn how to operationalise basic consumer characteristics (income and demographic) and abstract concepts (country and product-country image, consumer ethnocentrism) and how to apply them into the research project.

Students are able to design and conduct a research project related to consumer behaviour and interpret the results in marketing decision-making perspective.

Literatura podstawowa:

1. Dinnie K. J. (2004): Country-of-origin 1965-2004: a literature review. Journal of Customer Behaviour, 3 (2). pp. 165-213. ISSN 1475-3928;

2. Papadopoulos N., Heslop L. (2002), Country equity and country branding: Problems and prospects Journal of Brand Management, April 2002, Volume 9, Issue 4, pp 294?314;

3. Shimp T. A., Sharma S. (1987): Consumer Ethnocentrism: Construction and Validation of the CETSCALE, Journal of Marketing Research, Vol. 24, No. 3 (Aug., 1987), pp. 280-289.

4. - Consumer Behavior (by M. E. Solomon, or by R. D. Blackwell, P. W. Miniard, J. F. Engel, etc.).

5. E. Horska et al., International marketing: within and beyond Visegrad borders, Kraków 2014.

Literatura uzupełniająca:

1. Chapter from a Marketing research textbook on basic research methods (f. ex. Marketing Research: an applied orientation by N.K Malhotra).

Publikacje własne:

Tomasz SIKORA, Zachowanie nabywców produktów luksusowych.,2012;

Ewa Baranowska-Prokop, Tomasz Sikora, Relationship between Competitive Strategies of Small and Medium-Sized Polish International New Ventures and their Market Performance: Cluster Analysis Approach,W: red. prof. Nicholas Tsounis, prof. Aspasia Vlachvei, Advances in cross-section data methods in applied economic research : 2019 International Conference on Applied Economics (ICOAE 2019),2020;

Tomasz Sikora, Ewa Baranowska-Prokop, Internationalization Indices and Success Perception of Polish Born Globals,W: red. prof. Nicholas Tsounis, prof. Aspasia Vlachvei, Advances in Time Series Data Methods in Applied Economic Research: International Conference on Applied Economics (ICOAE) 2018,2018 Doświadczenie zawodowe lub doświadczenie dydaktyczne: 1. Conspicuous consumption in the consumer behavior research - where is the social status and actual behaviors?, w: Marketing Theory Challenges in Emerging Societies, Conference Proceedings, 4th EMAC CEE Regional Conference, Graduate School of Management, St. Petersburg University, Petersburg, 2013. 2. Luxury purchases in Poland: an explanation through personal and interpersonal motivations, w: Marketing Theory Challenges in Emerging Societies, Conference Proceedings, 3rd EMAC CEE Regional Conference, ed. B. Marčić, G. Ognjanov, Faculty of Economics, University of Belgrade, Belgrad, 2012, s. 196-202. 3. Factors influencing luxury goods purchases in Poland, w: Marketing Theory Challenges in Emerging Societies, Conference Proceedings, 2nd EMAC Regional Conference, red. C. Munteanu, A. I. Cuza University of Iasi, Jassy, 2011, s. 219-225. 4. Rozdział: Zarys marketingu marek luksusowych, w: Zarządzanie silną marką, red.: M.-K. Witek-Hajduk, WoltersKluwert, Warszawa 2011.

Kryteria oceniania:

egzamin tradycyjny-pisemny: 25.00%

referaty/eseje: 50.00%

inne: 25.00%

D+P

Consumer psychology: perception, learning and attitudes. Research on consumer behaviour. Cultural influences on consumers: consumer culture, sub-culture, national and business cultures, cultural symbols, country-of-origin effect and consumer ethnocentrism.

Pre-purchase, purchase and post-purchase behaviour: concepts and models. Group influence and opinion leadership: symbolic consumption and conspicuous consumption of symbolic and luxury products.

During the course students get knowledge about basic concepts related to consumer behaviour and their importance for marketing research and actions.

Students learn how to operationalise basic consumer characteristics (income and demographic) and abstract concepts (country and product-country image, consumer ethnocentrism) and how to apply them into the research project.

Students are able to design and conduct a research project related to consumer behaviour and interpret the results in marketing decision-making perspective.

Literatura podstawowa:

1. Dinnie K. J. (2004): Country-of-origin 1965-2004: a literature review. Journal of Customer Behaviour, 3 (2). pp. 165-213. ISSN 1475-3928;

2. Papadopoulos N., Heslop L. (2002), Country equity and country branding: Problems and prospects Journal of Brand Management, April 2002, Volume 9, Issue 4, pp 294?314;

3. Shimp T. A., Sharma S. (1987): Consumer Ethnocentrism: Construction and Validation of the CETSCALE, Journal of Marketing Research, Vol. 24, No. 3 (Aug., 1987), pp. 280-289.

4. - Consumer Behavior (by M. E. Solomon, or by R. D. Blackwell, P. W. Miniard, J. F. Engel, etc.).

5. E. Horska et al., International marketing: within and beyond Visegrad borders, Kraków 2014.

Literatura uzupełniająca:

1. Chapter from a Marketing research textbook on basic research methods (f. ex. Marketing Research: an applied orientation by N.K Malhotra).

Publikacje własne:

Tomasz SIKORA, Zachowanie nabywców produktów luksusowych.,2012;

Ewa Baranowska-Prokop, Tomasz Sikora, Relationship between Competitive Strategies of Small and Medium-Sized Polish International New Ventures and their Market Performance: Cluster Analysis Approach,W: red. prof. Nicholas Tsounis, prof. Aspasia Vlachvei, Advances in cross-section data methods in applied economic research : 2019 International Conference on Applied Economics (ICOAE 2019),2020;

Tomasz Sikora, Ewa Baranowska-Prokop, Internationalization Indices and Success Perception of Polish Born Globals,W: red. prof. Nicholas Tsounis, prof. Aspasia Vlachvei, Advances in Time Series Data Methods in Applied Economic Research: International Conference on Applied Economics (ICOAE) 2018,2018 Doświadczenie zawodowe lub doświadczenie dydaktyczne: 1. Conspicuous consumption in the consumer behavior research - where is the social status and actual behaviors?, w: Marketing Theory Challenges in Emerging Societies, Conference Proceedings, 4th EMAC CEE Regional Conference, Graduate School of Management, St. Petersburg University, Petersburg, 2013. 2. Luxury purchases in Poland: an explanation through personal and interpersonal motivations, w: Marketing Theory Challenges in Emerging Societies, Conference Proceedings, 3rd EMAC CEE Regional Conference, ed. B. Marčić, G. Ognjanov, Faculty of Economics, University of Belgrade, Belgrad, 2012, s. 196-202. 3. Factors influencing luxury goods purchases in Poland, w: Marketing Theory Challenges in Emerging Societies, Conference Proceedings, 2nd EMAC Regional Conference, red. C. Munteanu, A. I. Cuza University of Iasi, Jassy, 2011, s. 219-225. 4. Rozdział: Zarys marketingu marek luksusowych, w: Zarządzanie silną marką, red.: M.-K. Witek-Hajduk, WoltersKluwert, Warszawa 2011.

Kryteria oceniania:

egzamin tradycyjny-pisemny: 25.00%

referaty/eseje: 50.00%

inne: 25.00%

D+P

Consumer psychology: perception, learning and attitudes. Research on consumer behaviour. Cultural influences on consumers: consumer culture, sub-culture, national and business cultures, cultural symbols, country-of-origin effect and consumer ethnocentrism.

Pre-purchase, purchase and post-purchase behaviour: concepts and models. Group influence and opinion leadership: symbolic consumption and conspicuous consumption of symbolic and luxury products.

During the course students get knowledge about basic concepts related to consumer behaviour and their importance for marketing research and actions.

Students learn how to operationalise basic consumer characteristics (income and demographic) and abstract concepts (country and product-country image, consumer ethnocentrism) and how to apply them into the research project.

Students are able to design and conduct a research project related to consumer behaviour and interpret the results in marketing decision-making perspective.

Literatura podstawowa:

1. Dinnie K. J. (2004): Country-of-origin 1965-2004: a literature review. Journal of Customer Behaviour, 3 (2). pp. 165-213. ISSN 1475-3928;

2. Papadopoulos N., Heslop L. (2002), Country equity and country branding: Problems and prospects Journal of Brand Management, April 2002, Volume 9, Issue 4, pp 294?314;

3. Shimp T. A., Sharma S. (1987): Consumer Ethnocentrism: Construction and Validation of the CETSCALE, Journal of Marketing Research, Vol. 24, No. 3 (Aug., 1987), pp. 280-289.

4. - Consumer Behavior (by M. E. Solomon, or by R. D. Blackwell, P. W. Miniard, J. F. Engel, etc.).

5. E. Horska et al., International marketing: within and beyond Visegrad borders, Kraków 2014.

Literatura uzupełniająca:

1. Chapter from a Marketing research textbook on basic research methods (f. ex. Marketing Research: an applied orientation by N.K Malhotra).

Publikacje własne:

Tomasz SIKORA, Zachowanie nabywców produktów luksusowych.,2012;

Ewa Baranowska-Prokop, Tomasz Sikora, Relationship between Competitive Strategies of Small and Medium-Sized Polish International New Ventures and their Market Performance: Cluster Analysis Approach,W: red. prof. Nicholas Tsounis, prof. Aspasia Vlachvei, Advances in cross-section data methods in applied economic research : 2019 International Conference on Applied Economics (ICOAE 2019),2020;

Tomasz Sikora, Ewa Baranowska-Prokop, Internationalization Indices and Success Perception of Polish Born Globals,W: red. prof. Nicholas Tsounis, prof. Aspasia Vlachvei, Advances in Time Series Data Methods in Applied Economic Research: International Conference on Applied Economics (ICOAE) 2018,2018 Doświadczenie zawodowe lub doświadczenie dydaktyczne: 1. Conspicuous consumption in the consumer behavior research - where is the social status and actual behaviors?, w: Marketing Theory Challenges in Emerging Societies, Conference Proceedings, 4th EMAC CEE Regional Conference, Graduate School of Management, St. Petersburg University, Petersburg, 2013. 2. Luxury purchases in Poland: an explanation through personal and interpersonal motivations, w: Marketing Theory Challenges in Emerging Societies, Conference Proceedings, 3rd EMAC CEE Regional Conference, ed. B. Marčić, G. Ognjanov, Faculty of Economics, University of Belgrade, Belgrad, 2012, s. 196-202. 3. Factors influencing luxury goods purchases in Poland, w: Marketing Theory Challenges in Emerging Societies, Conference Proceedings, 2nd EMAC Regional Conference, red. C. Munteanu, A. I. Cuza University of Iasi, Jassy, 2011, s. 219-225. 4. Rozdział: Zarys marketingu marek luksusowych, w: Zarządzanie silną marką, red.: M.-K. Witek-Hajduk, WoltersKluwert, Warszawa 2011.

Kryteria oceniania:

egzamin tradycyjny-pisemny: 25.00%

referaty/eseje: 50.00%

inne: 25.00%

Consumer psychology: perception, learning and attitudes. Research on consumer behaviour. Cultural influences on consumers: consumer culture, sub-culture, national and business cultures, cultural symbols, country-of-origin effect and consumer ethnocentrism.

Pre-purchase, purchase and post-purchase behaviour: concepts and models. Group influence and opinion leadership: symbolic consumption and conspicuous consumption of symbolic and luxury products.

During the course students get knowledge about basic concepts related to consumer behaviour and their importance for marketing research and actions.

Students learn how to operationalise basic consumer characteristics (income and demographic) and abstract concepts (country and product-country image, consumer ethnocentrism) and how to apply them into the research project.

Students are able to design and conduct a research project related to consumer behaviour and interpret the results in marketing decision-making perspective.

Literatura podstawowa:

1. Dinnie K. J. (2004): Country-of-origin 1965-2004: a literature review. Journal of Customer Behaviour, 3 (2). pp. 165-213. ISSN 1475-3928;

2. Papadopoulos N., Heslop L. (2002), Country equity and country branding: Problems and prospects Journal of Brand Management, April 2002, Volume 9, Issue 4, pp 294?314;

3. Shimp T. A., Sharma S. (1987): Consumer Ethnocentrism: Construction and Validation of the CETSCALE, Journal of Marketing Research, Vol. 24, No. 3 (Aug., 1987), pp. 280-289.

4. - Consumer Behavior (by M. E. Solomon, or by R. D. Blackwell, P. W. Miniard, J. F. Engel, etc.).

5. E. Horska et al., International marketing: within and beyond Visegrad borders, Kraków 2014.

Literatura uzupełniająca:

1. Chapter from a Marketing research textbook on basic research methods (f. ex. Marketing Research: an applied orientation by N.K Malhotra).

Publikacje własne:

Tomasz SIKORA, Zachowanie nabywców produktów luksusowych.,2012;

Ewa Baranowska-Prokop, Tomasz Sikora, Relationship between Competitive Strategies of Small and Medium-Sized Polish International New Ventures and their Market Performance: Cluster Analysis Approach,W: red. prof. Nicholas Tsounis, prof. Aspasia Vlachvei, Advances in cross-section data methods in applied economic research : 2019 International Conference on Applied Economics (ICOAE 2019),2020;

Tomasz Sikora, Ewa Baranowska-Prokop, Internationalization Indices and Success Perception of Polish Born Globals,W: red. prof. Nicholas Tsounis, prof. Aspasia Vlachvei, Advances in Time Series Data Methods in Applied Economic Research: International Conference on Applied Economics (ICOAE) 2018,2018 Doświadczenie zawodowe lub doświadczenie dydaktyczne: 1. Conspicuous consumption in the consumer behavior research - where is the social status and actual behaviors?, w: Marketing Theory Challenges in Emerging Societies, Conference Proceedings, 4th EMAC CEE Regional Conference, Graduate School of Management, St. Petersburg University, Petersburg, 2013. 2. Luxury purchases in Poland: an explanation through personal and interpersonal motivations, w: Marketing Theory Challenges in Emerging Societies, Conference Proceedings, 3rd EMAC CEE Regional Conference, ed. B. Marčić, G. Ognjanov, Faculty of Economics, University of Belgrade, Belgrad, 2012, s. 196-202. 3. Factors influencing luxury goods purchases in Poland, w: Marketing Theory Challenges in Emerging Societies, Conference Proceedings, 2nd EMAC Regional Conference, red. C. Munteanu, A. I. Cuza University of Iasi, Jassy, 2011, s. 219-225. 4. Rozdział: Zarys marketingu marek luksusowych, w: Zarządzanie silną marką, red.: M.-K. Witek-Hajduk, WoltersKluwert, Warszawa 2011.

Kryteria oceniania:

egzamin tradycyjny-pisemny: 25.00%

referaty/eseje: 50.00%

inne: 25.00%