Course code Ekon5133
Credit points 3
Consumer Behavior
Total Hours in Course81
Number of hours for lectures12
Number of hours for seminars and practical classes12
Independent study hours57
Date of course confirmation04.11.2014
Responsible UnitInstitute of Economics and Finance
Course developer
Aija Eglīte
Dr. oec.
Prior knowledge
Ekon6047, Marketing
Course abstract
The goal of the course is to learn students about consumer behavior, methods of research of consumer behavior, offering the products and services as to satisfy consumers’ needs and desires. The master students will receive a new knowledge about the behavior of the consumers, about the variety of interests and opportunity of classification. The study of the course will learn to analyze consumer behavior, forecast consumer behavior and carry out scientific researches in the field of consumer behavior to ensure effective work of the enterprises directed on performance of their interests.
Learning outcomes and their assessment
• Knowledge: master students gain knowledge on behaviors, methods for researching consumer behaviors, the consumer decision-making process, consumer motivations, and consumer needs and their satisfaction possibilities and mechanisms provided by sellers, producers, and service providers without violating interests of consumers.
• Skills: master students will be able to understand and assess specific needs and interests of consumers and customers and satisfy them in a more efficient way as well as improve performance of enterprises by enhancing customer servicing and satisfaction of their needs.
• Competence: master students gain knowledge and practical skills in optimizing the performance of enterprises and ensuring their stable income, laying emphasis on customer interests, as well as in creating new positive and constructive approach and also competences for carrying out scientific researches in the field of consumer behavior.
Compulsory reading
1. Schiffman L., Kanuk L. Consumer Behaviour. 9th Ed. Prentice Hall, 2006. 489 p.
2. Krasko V., Voronovs V. Patērētāju uzvedība: sociālekonomisko faktoru reģionālā pētījuma pieredze. Daugavpils: Daugavpils Universitātes Akadēmiskais apgāds „Saule”, 2012. 204 lpp.
3. Блэкуэлл Р., Миниард П., Энджел Дж. Поведение потребителей. Москва: Питeр, 2007. 943 с.
4. Khan M. Consumer Behaviour and Advertising Management [tiešsaiste]. New Delhi: New Age International, 2006. 374 p. Pieejams LLU tīklā ‘Ebrary” datu bāzē: http://site.ebrary.com/lib/llufb/reader.action?docID=10318696 [skatīts 06.11.2014.]
Further reading
1. Niedrītis J.Ē. Mārketings. Rīga: Biznesa augstskola Turība, 2008. 488 lpp.
2. Kotlers F. Desmit mārketinga grēki. Rīga: Apgāds „Jumava”, 2006. 112 lpp.
3. Хайэм А.У., Шив Ч.Д. Курс МВА по маркетингу. Москва: Альпина Бизнес Букс, 2007. 717 с.
Periodicals and other sources
1. Journal of Advertising Research. Journal of Advertising Research. Published by Cambridge University Press. ISSN: 0021-8499.
2. Latvijas statistikas gadagrāmata. Latvijas Republikas Valsts statistikas komiteja. Rīga: LR Centrālā Valsts statistikas komiteja. ISSN 1407-0626.
3. Household budget survey:key results in 2012. Central Statistical Bureau of Latvia. Rīga: Central Statistical Bureau of Latvia, 2013. ISSN 1407-2688.