Course: Consumer Behavior

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Course title Consumer Behavior
Course code KMG/SCH
Organizational form of instruction Lecture + Seminary
Level of course Bachelor
Year of study not specified
Semester Summer
Number of ECTS credits 3
Language of instruction Czech
Status of course Compulsory-optional
Form of instruction Face-to-face
Work placements Course does not contain work placement
Recommended optional programme components None
  • Dědková Jaroslava, doc. PhDr. Ing. Ph.D.
Course content
Lectures (topics): 1. Consumer, customer, approaches to consumer behaviour, explanation of the basic concepts. 2. The cultural framework of consumers' behaviour. Signs of culture and parts of cultural environment. 3. Social behaviour, the closest environment - the family as a source of consumer behaviour, children as consumers. 4. Customer decision making process. 5. Consumer segmentations, customer typologies. 6. Consumer protection in the European Union, consumer protection in the Czech Republic. 7. Psychology and consumer behaviour. 8. Issues of buying and selling in terms of consumers. 9. Principles of the CRM, the CRM and the role of a customer. The CRM tools and customer policy. 10. Influence of the Internet on consumer's behaviour - e-shopping. Seminars (topics): 1. Introduction, assigning semestral projects - identifying a consumer's profile, credit requirements. 2. The EU market - cultural differences in particular countries, examples. 3. Solving a case study. 4. Non-traditional family life cycle, family behaviour. 5. Presentation of the assigned tasks and questions. 6. The store and providing services to customers. 7. Legal protection in the Czech Republic - dealing with complaints. 8. Creating and strengthening relationships with key customers. 9. Semestral project presentations.

Learning activities and teaching methods
Monological explanation (lecture, presentation,briefing), Dialogue metods(conversation,discussion,brainstorming)
  • Class attendance - 42 hours per semester
  • Preparation for credit - 10 hours per semester
  • Preparation for exam - 30 hours per semester
  • Undergraduate study programme term essay - 20 hours per semester
  • Home preparation for classes - 10 hours per semester
Learning outcomes
Subject Consumer Behaviour characterizes basic model of consumer´s behaviour. It is specialized in knowledge consumers, identification of cultural, social and psychology factors.
Students obtain knowledge in given course in accordance with requirements and course programme.
marketing knowledge

Assessment methods and criteria
Written exam

Participation on seminars exam:written
Recommended literature
  • Dědková,J. Spotřebitelské chování pro kombinované studium. Liberec, 2011. ISBN 978-80-7372-713-0.
  • Koudelka J. Spotřebitelé a marketing. C.H. Beck, 2018. ISBN 807400693X.
  • Sachs, J. Customer Loyalty. 2015. ISBN 978-1-628650-02-0.
  • Solomon, M.R. Consumer Behavior: Buying,Having and Being. Essex, 2014. ISBN 978-0133450897.
  • Vysekalová,J. Emoce v marketingu- jak oslovit zákazníka. Praha, 2014. ISBN 978-80-247-4843-6.
  • Vysekalová, al. Chování zákazníka.Jak odkrýt tajemství černé skříňky. Praha, 2011. ISBN 978-80-147-3528-3.

Study plans that include the course
Faculty Study plan (Version) Category of Branch/Specialization Recommended year of study Recommended semester