Consumer Behaviour

This course provides a comprehensive understanding of consumer behaviour, focusing on decision-making processes and factors influencing purchasing choices. It covers general aspects of consumer behaviour, customer-oriented approaches, and the stages of decision-making, including pre-purchase, purchase, and consumption. Students will explore representational systems, reference groups, and customer journey mapping (CJM),as well as behavioural models such as DISC. The course combines theoretical insights with practical applications to help students analyze and influence consumer behaviour in modern markets.

The following course/module was developed at the Dnipro University of Technology.

Learning outcomes / Competencies:

Students will be able to analyze consumer behaviour at different stages of the decision-making process, apply customer-oriented approaches, and use tools such as Customer Journey Mapping (CJM) and DISC models. They will develop skills in identifying consumer needs, understanding group influence, and designing marketing strategies based on behavioural insights.