Course code Ekon3121
Credit points 4.50
Consumer Behavior
Total Hours in Course120
Number of hours for lectures16
Number of hours for seminars and practical classes32
Date of course confirmation07.04.2015
Responsible UnitInstitute of Economics and Finance
Course developer
lect.
Linda Griņēviča
Mg. oec.
Prior knowledge
Ekon1024, Microeconomics
Ekon3115, Marketing
Course abstract
The course in consumer behavior familiarises students with consumer behavior and its role in business. Students acquire knowledge on the factors affecting consumer behavior, the methods of research on consumer behavior and the stages of decision-making. Students build skills in analyses of consumer behavior and in forecasting in order to increase sales of goods and services.
Learning outcomes and their assessment
After completing the course students will have:
• knowledge – on consumer behavior, the factors affecting consumer behavior, the application of methods of research on consumer behavior as well as on the decision-making process of consumers and consumer protection.
• skills – to examine the behavior of consumers and to determine the way how to influence the decision-making process of consumers; to shape the supply according to consumer needs and interests by raising the levels of satisfaction and service of customers as well as to conduct studies for forecasting the behavior of consumers.
• competence – by examining the behavior of consumers, they can interpret their results obtained, draw conclusions, justify their decisions and analyse the decisions in order to efficiently manage resources in business and to contribute to any enterprise’s sustainable development.
Compulsory reading
1. Khan M. Consumer Behaviour and Advertising Management. New Age International (p) Limited, 2006. 374 p.
2. Krasko V., Voronovs V. Patērētāju uzvedība: sociālekonomisko faktoru reģionālā pētījuma pieredze. Daugavpils: Daugavpils universitātes Akadēmiskais apgāds „Saule”, 2012. 204 lpp.
3. Peter P., Olson J. Consumer Behavior and Marketing Strategy. 7th ed. McGraw-Hill Irwin, 2005. 576 p.
4. Patērētāju tiesību aizsardzības likums: LR likums (1999) [tiešsaiste] [skatīts 13.04.2015.]. Pieejams: http://www.likumi.lv/doc.php?id=23309
Further reading
1. Kotlers F. Kotlers par mārketingu. Rīga: Lietišķās informācijas dienests, 2007. 272 lpp.
2. Niedrītis J.Ē. Mārketings. Rīga: Biznesa augstskola Turība, 2008. 488 lpp.
3. Kotlers F. Mārketings no A līdz Z. Rīga: apgāds „Jumava”, 2007. 208 lpp.
Periodicals and other sources
1. Latvijas statistikas gadagrāmata. Latvijas Republikas Centrālā statistikas pārvalde. Rīga : LR Centrālā statistikas pārvalde. ISSN 1407-0626.
2. Journal of Advertising Research. [ tiešsaiste]. Published by Cambridge University Press. ISSN: 0021-8499. [skatīts 27.05.2015.] Pieejams EBSCO Business Source Complete: http://search.ebscohost.com/login.aspx?direct=true&db=bth&jid=JAR&site=ehost-live
Ar LLU IS lietotājkontu: http://ezproxy.llu.lv/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=bth&jid=JAR&site
3. Mājsaimniecību budžetu apsekojuma galvenie rezultāti. Ikgadējais statistikas datu krājums. Latvijas Republikas Centrālā statistikas pārvalde. Rīga: LR Centrālā statistikas pārvalde, 2008- ISSN 1407-2688