Iwona Wojciechowska – trener, Polskie Towarzystwo Trenerów Biznesu
MBA „Zarządzanie w Agrobiznesie”
Moduł 4: Marketing
Pzedmiot: Customer behaviour
The course is coaching oriented and covers the following topics:
- The Consumer Behaviour concept, antecedents and diversity.
- Meaning of Consumer Behaviour approaches, theories and models
- Consumers as individuals – Motivation, Needs, Values, Involvement, Personality, Attitudes, Perception, Learning and Memory and, Interpretation.
- Consumer as decision-makers- Problem recognition, Information Search, Alternative Evaluation, Purchase Decision, Pos-purchase Evaluation.
- Consumer External Influences – Culture, Social Class, Situational Factors, Family, Reference Groups).
- Learning from cases-studies:
- Consumer Behaviour and Food Safety
- Food Quality Products
- Innovation Products
Iwona Wojciechowska