SHEB604 Потребителско поведение


Consumer buyer behaviour patterns are complex and rapidly evolving, because consumers are human beings that their actions are irrational, emotional and difficult to predict. The module sheds light to consumer behaviour by examining the internal and external environmental factors that affect the consumer decision-making process. Finally, the module equips students by exposing them to theoretical tools that will enable them to comprehend consumer consumption patterns so as to devise appropriate marketing strategies that will respect consumer requirements.

This module aims to:

- expose students to the main factors influencing consumers’ consumption patterns and their decision-making process

- appreciate the contribution of consumer behaviour study and use it to formulate marketing strategies.

прочети още
Бизнес икономика (съвместна програма с университета в Йорк)


 Dr. Alexandros Kapoulas  
доц. Надежда Димова  д-р
гл. ас. Димитър Трендафилов  д-р
 Мина Костова  

Описание на курса:


By the end of the module, a student will be able to:

Evaluate the ways in which consumers perceive and use information to make decisions about buying products and services.

Understand and analyse the environmental factors influencing consumer behaviour

Evaluate the role of consumer learning, perceptions, motivation and attitudes and their impact on consumers’ decision-making process

Appreciate how national culture and sub-cultures influence marketing decisions

Understand how consumer behaviour patterns have been affected by the technological advances and the impact they have on marketing

Devise a simple consumer behaviour study

Apply consumer behaviour analysis to formulate marketing strategies

Предварителни изисквания:

Форми на провеждане:

Учебни форми:

Език, на който се води курса:

Теми, които се разглеждат в курса:

  1. Introduction to CB & The new order marketplace Definitions The European Consumer Consumer Behaviour as a field of study Research approaches for CB Customer Empowerment within the new market order
  2. Motivation values & Involvement The motivation process Motivational Strength & Direction Hidden Motives Consumer Involvement
  3. Perception & Learning The Perceptual Process The art of interviewing to uncover customer Perceptions Interpretation the Meaning of Things Behavioural Learning Theories The Role in Learning in Memory
  4. Consumer Attitudes & Attitude Change The power of Attitudes Attitude Models Using Attitude to Predict Behaviour Changing Attitudes through Communication
  5. The Self Part I Perspectives on the self Consumption and the self-concept Gender Roles
  6. The Self Part II Perspectives on the self Consumption and the self-concept Gender Roles
  7. Customer versus Business Decision Making & Purchase Situations Decision-making process Product choice – selecting among alternatives Business to business decision-making
  8. Group Influence & Opinion Leadership Reference Groups Word of Mouth Communication Opinion Leadership Conforming
  9. Revision week
  10. The Portrait of European Consumers European Family Structure and Household Decision-Making Income & Social Class, Lifestyles Segmentation Sub-cultures
  11. Culture and consumer behaviour Culture and Consumption The Diffusion of Innovation Ethnic & Religious Sub-Cultures
  12. New Times – New Consumers: Online consumer behaviour Environmentalism: Saving the Planet with a Shopping Basket Global Marketing and Culture The new Euro-consumers Virtual consumers

Литература по темите:

Solomon M.R., Bamossy G., Askegaard S., and Hogg, M.K. (2019) Consumer Behaviour: A European Perspective. 7th Edition, London, Pearson

Magnier, L. and Megge, R. (2022). Replaced too soon? An exploration of Western European Consumers’ Replacement of Electronic Products. Resources, conservation & Recycling, 185. p. 106488

Sundararaja, A. (2019). Commentary: The Twilight of Brand and Consumerism?: Digital Trust, Cultural Meaning, and the Quest for Connection in the Sharing Economy. Journal of Marketing, 83 (5). p32-35.

Roberts, D., and Darler, W. (2017). Consumer co-creation An opportunity to humanise the new product development process. International Journal of Market Research, 59 (1). p. 13-33

Kohler, T., (2015). The rise of the empowered consumer. Regulation, 37 (4). p. 34-41

Caroline, M., Kerrigan, F., and McCann, R. (2020). Positive Shock: A Consumer Ethical Judgement Perspective. Journal of Business Ethics. 165 (1). p. 735–751

Abdulrazak, S. and Quoquab, F. (2018). Exploring consumers' Motivations For sustainable consumption: A self deterministic approach. Journal of International Consumer Marketing. 30 (1). p14-28

Dean, A. (2019). The enchanted snake and the forbidden fruit: the ayahuasca 'fairy tale' tourist. Journal of Marketing Management. 35 ( 9/10). p818-844

Hussain, S. (2019). Sensory Marketing Strategies and Consumer Behavior: Sensible Selling Using All Five Senses. Journal of Business Strategy. 16 (3). p34-44

Lin et al (2018). An Exploratory Study of Consumer Attitudes toward Green Cosmetics in the UK Market. Administrative Sciences. 8 (4). p1-14

Vazquez-Martinez et al. (2021). The Impact of the COVID-19 Crisis on Consumer Purchasing Motivation and Behavior. European Research on Management and Business Economics. 27 (3). p 1-18

Mas-Tur,A., Tur-Porcar, A and Llorca, A. (2017) Social Media Marketing For Adolescents Psychology & Marketing. 33(12). p. 1119–1125

Esmerino, E., Ferraz, J., Tavares, F., Elson R., Pinto, L., Freitas, M., Cruz, A.,. Bolini, H. (2017). Consumers’ perceptions toward 3 different fermented dairy products: Insights from focus groups, word association, and projective mapping. Journal of Dairy Science.100 (11). p.8849-8860

Ruiheng, Fu and Wei Xu (2021). How social exclusion and high self-esteem negatively affect consumer attitudes toward anthropomorphized products. Social Behavior and Personality. 49, (1). p. 2-12

Hofmanova, N. and Karlicek, M. (2023). Consumer’s perceptions of traditional and counter-traditional gender stereotypes in Advertising: A qualitative study in the post-communist Context. Studia Commerciala Bratislava. 16 (55) p.33-44

Collins -Nelssen, R., and Pundephatt, A (2018) Gender, Artefacts, and Ritual Encounters: The Case of Tomboy Tools Sales Parties, Canadian Review Sociology, 55 (4). p. 555-578

McNeill, L., and Trelise G. (2014). Mother's choice: An exploration of extended self in infant clothing consumption. Journal of Consumer Behaviour. 13 (6). p.403-410

Agrawal, A., and Gupta , S. (2016). Babies are our Business: Pester Power-the choice of today’s marketer. International Journal of Research in Commerce & Management. 7 (2). p.31-35.

Torma et al. (2018). I nudge myself: Exploring 'self-nudging' strategies to drive sustainable consumption behaviour. International Journal of Consumer Studies. 42 (1). p141-154.

Chalamon, I., and Nabec, L. (2016). Why Do We Read On-Pack Nutrition Information so Differently? A Typology of Reading Heuristics Based on Food Consumption Goals. Journal of Consumer Affairs. 50 (2). p.403-429.

Byung-Joon C. (2020). Cultural priming conditions and decision-making on food consumption: means end evidence for everyday consumer goods. Journal of Marketing Theory and Practice. 28 (4). p. 403-417

Davies, K., and Freathy, P (2014). Marketplace Spirituality: Challenges for the New Age Retailer. The Services Industries Journal. 34 (15)p. 1185-1198

Rauschnabel et al., (2015) Brands and religious labels: a spillover perspective. Journal of Marketing Management. 31 (11-12). p.1285-1309