116-0320/03 – Consumer Behaviour (SCH)

Gurantor departmentDepartment of Marketing and BusinessCredits4
Subject guarantordoc. Ing. Vojtěch Spáčil, CSc.Subject version guarantordoc. Ing. Vojtěch Spáčil, CSc.
Study levelundergraduate or graduateRequirementChoice-compulsory
Study languageCzech
Year of introduction2007/2008Year of cancellation2012/2013
Intended for the facultiesEKFIntended for study typesBachelor, Follow-up Master
Instruction secured by
LoginNameTuitorTeacher giving lectures
STE35 Ing. Martina Steinová, Ph.D.
Extent of instruction for forms of study
Form of studyWay of compl.Extent
Full-time Credit and Examination 2+0

Subject aims expressed by acquired skills and competences

1.To define the factors affecting consumer behaviour 2.To specify the consumer segments 3.To describe consumer decision-making proces 4.To analyze psychological aspects of consumer behaviour 5.To design marketing message affecting consumer behaviour

Teaching methods



Content of this module is focused on identifying factors (both internal and external) which impact on consumer behaviour and specifying segments based on different segmentation criteria. Models of consumer behaviour (black box model,model of consumer decision-making) will be also discussed in that module.

Compulsory literature:

HOYER, W. D, D. J. MACINNIS and R. G. M. PIETERS. Consumer Behavior. 6th ed. Mason: South-Western Cengage Learning, 2013. 497 p. ISBN 978-1-133-27449-0. KARDES, F. R., M. L. CRONLEY and T. W. CLINE. Consumer Behavior. 2nd ed. Stamford: Cengage Learning, 2015. 550 p. ISBN 978-1-133-58767-5. SOLOMON, Michael R. et al. Consumer Behaviour: an European Perspective. 6th ed. Harlow: Pearson, 2016. 706 p. ISBN 978-1-292-11672-3.

Recommended literature:

BERGH, Joeri van den a Mattias BEHRER. Jak cool značky zůstávají hot: marketing zaměřený na mladou "generaci Y". Přeložila Libuše MOHELSKÁ. Brno: BizBooks, 2012. 248 s. ISBN 978-80-265-0002-5. DONELLY, H. James a Paul, J. PETER. Marketing Management. Knowledge and Skills. 11th ed. London: McGraw Hill, 2013. 816 pp. ISBN 978-0-077558598. CHARAN, Ashok. Marketing Analytics. Singapore: World Scientific, 2015. 696 pp. ISBN 978-981-4768575.

Way of continuous check of knowledge in the course of semester

Students work on particular projects, which are inserted into Moodle system and are presented and evaluated in the seminars. During the semester several control test are included.


Other requirements

Sudent by měl absolvovat jako prerekvizity předmět psychologie a Sociologie.


Subject has no prerequisities.


Subject has no co-requisities.

Subject syllabus:

1. Characteristics of a customer and his behaviour. 2. The cultural framework of consumer behaviour 3. Social environment (ve smyslu společenské prostředí) 4. Psychology and consumer behaviour 5. Decision making process 6. Decision making process in B2B markets (industrial markets – přímo průmyslové trhy) 7. Adoption process 8. Customer segmentation 9. Customer research 10. Characteristics of Czech customers.

Conditions for subject completion

Full-time form (validity from: 1960/1961 Summer semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of points
Exercises evaluation and Examination Credit and Examination 100 (100) 51
        Examination Examination 55  26
        Exercises evaluation Credit 45  0
Mandatory attendence parzicipation:

Show history

Occurrence in study plans

Academic yearProgrammeField of studySpec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
2007/2008 (N6208) Economics and Management (6208T101) Sports Management P Czech Ostrava 1 Choice-compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner