Consumer research in marketing

The course is focused on phenomena related to consumer decisions, attitudes, behaviours, and relations to organisations, products, and brands from the perspective of marketing. The course treats the significance of how experiences, impressions, and personal and contextual factors influence consumer decisions, attitudes, behaviours, and relations, with a special focus on the effects of marketing aimed at consumers, from the perspectives of both business administration and sustainability. The course also includes discussion of how different research designs and methods are used in research on consumers in relation to various types of problems and phenomena in the area.