Study Guide

Objective

Students will be conversant with the factors affecting a consumer's and an organisation's decision to purchase and with how to analyse factors that lead to the decision to purchase.

Content

Basic concepts of consumer behavior
- Consumer's purchase decision process
- Psychological factors affecting consumer buying behavior
- Reference groups and their impact on buying behavior
- Cultures and business challenges in the global context
- Changes and trends in consumer behavior
- Purchasing process and organizations as buyers
N.B. It is possible to extend this course to 5 credits with a supplementary development assignment, contact your teacher!

Qualifications

Customer-oriented marketing

Arviointikriteerit, kiitettävä (5)

The student utilizes, compares and applies central concepts and angles in purchasing behavior in a versatile, professional and justified way. Learning objectives are achieved by working on one's own initiative and self-directedly.

Assessment criteria, good (3)

The student can describe and clarify the main contents in the central purchasing behavior concepts. (S)he can make verstile use of theory when solving tasks, works independently and can justify the chosen solutions consistently.

Arviointikriteerit, tyydyttävä (1)

The student understands and can name and utilize some of the central concepts of purchasing behavior. The big picture is still descriptive and there are shortcomings.

Assessment criteria, approved/failed

To be announced

Further information

17.5.2016 Mervi