040087 KU Consumer Behavior (MA) (2022S)

How do consumers think, feel & (re-)act as buyers? How can this be explained? How can providers use this knowledge for the optimal design of their marketing measures? And: Which aspects are likely to contribute to more sustainability in purchase decisions and consumption patters?

At the end of this course you will be able to answer and discuss these questions and a variety of related fundamental aspects. You will deal with different types of consumer behaviour in different purchase situations and stages of the purchase decision process; you will also get to know various influencing factors that can trigger, prevent or influence consumers' purchase decisions. From the acquired knowledge, you will be able to derive implications for marketing practice with regard to product, shop and communication design, personal selling and much more.

This course will provide you with technical terminology and scientific explanatory approaches as well as models of buying behaviour from related basic disciplines of marketing, especially psychology, sociology and anthropology.

Following topics will be covered in the course: (1) psychological & social determinants of consumer behaviour will be dealt with, (2) influences of the physical environment & medially mediated influences will be included in the considerations, and (3) areas of application of the acquired knowledge will be examined in the course of working on case studies with a partner company from marketing practice.