Course ID 17СА21
  • Trade and International Business
Number of classes 2+2
Semester 4
Status Optional
The aim of the course is to gain basic knowlede in the field of Consumer behaviour. Marketing activities begin and end with the consumer, so it is highly important to learn about research methods which can be used to predict consumer behavior of existing and potential consumers in the market and to realize the complexity of the decision-making process of consumers and industrial customers about purchasing. Knowledge about consumer behavior is continuously growing and improving, which requires creation of new and modification of existing marketing strategies.
Upon completion of this course, students will be able to:
• identify and explain the needs and motives of consumers;
• identify and analyze internal and external factors that significantly shape and influence consumer behavior;
• apply acquired knowledge when choosing an appropriate marketing strategy tailored to the wishes and needs of consumers;
Theoretical training
• Consumers in marketing research;
• Research needs and motives of consumers;
• The determinants of consumer behavior;
• Sociological determinants of consumer behavior;
• Consumer purchasing decision making ;
• Industrial buyer behaviormotives;
• Consumerism and Consumer Protection;
Practical training
• Exercises, presenting a case from business practice on consumer behaviour;
• Individual and group case study analysis;
• Other forms of teaching.
Маричић, Б. (2011). Понашање потрашача. Београд: Економски факултет Београд.

Babin, B. J., & Harris, E. G. (2012). Ponašanje potrošača. Београд: Data status.

Ковач-Жнидершић, Р., & Марић, Д. (2007). Друштвене детерминанте понашања потрошача. Суботица: Економски факултет Суботица.
Presentation ofexamples of consumer behavior from real-life business practice, individual and group work on the analysis of case studies.
Assessment (maximum number of points 100)
Exam Requirements 55 points Final exam 45 points
Attendance 5 Written exam 45
Ongoing assessment 30 Oral exam  
Class participation 10  
Practical work: 10