Customer Behaviour (4cr)

Objective

The student can analyze customers' behavior in different environments. The student can recognize phases in the purchasing process and factors influencing the purchasing process.
The student can draw conclusions relating to marketing planning by applying customer behavior knowledge.

Content

- Factors influencing consumer behavior
- Needs, motives, attitudes, and values
- Megatrends and consumer trends
- Purchasing behavior of the organization
- Purchasing process in both b-to-b and b-to-c markets
- Collection and utilization of customer information

Assessment criteria, satisfactory (1)

The student has completed the given tasks/sections. The student can describe some megatrends and consumer trends. The student is able to identify the factors that affect the client's visible and mental behavior. The student can describe the stages of the purchase process.

Assessment criteria, good (3)

The student has completed the given tasks/sections and actively participated in the course. The student can analyze the customer's behavior in different operating environments. The student can describe megatrends and consumer trends. The student is able to identify the stages of the purchasing process and the factors that affect it.

Assessment criteria, excellent (5)

The student has completed the given assignments/sections thoroughly and has actively and constructively participated in the course. The student can analyze the customer's behavior in different operating environments. The student can analyze megatrends and consumer trends. The student can identify the stages of the purchasing process and the factors that affect it. The student can make decisions related to marketing planning based on customer information.

Materials

Bergström, S., & Leppänen, A. (2021). Yrityksen asiakasmarkkinointi (19., uudistettu painos.). Edita.;
Solomon, M. & Bamossy, G. & Askegaard, S. & Hogg, M. (2006). Consumer Behaviour -European Perspective;
Arantola, H. (2006). Customer Insight.;
Other material announced by the lecturer.