Consumer Behaviour and Marketing Strategies in Biosciences

Subject description

  • Consumer decision making and processing mechanisms
  • Consumer product knowledge and involvement
  • Modelling consumer behaviour
  • Environmental forces and consumer behaviour
  • Consumer analysis and marketing strategy

The subject is taught in programs

Objectives and competences


The students will get familiar with the processes related to purchase decision-making as well as with theories and applications in a multidisciplinary field of consumer behaviour studies.



Student will be able to identify and integrate multiple internal and external factors that determine purchase behaviour.

He/she will be capable of designing and executing empirical research in the consumer behaviour field.

Teaching and learning methods

  • Lectures
  • Seminar

Expected study results

Knowledge and understanding:

The student will understand and be able to adopt holistic view of issues in the field of  consumer behaviour

Basic sources and literature

  • Peter, J.P., Olson, J.C. 2010. Consumer Behavior and Marketing Strategy. McGraw-Hill Higher Education, 9th International ed. 554 str.
  • Oblak, L. 2013. Trženje lesnih izdelkov in storitev. Biotehniška fakulteta, Ljubljana, 175 str.
  • Vida, I., Kos Koklič, M., Bajde, D., Kolar, T., Čater, B., Damjan, J. 2010. Vedenje porabnikov. Ekonomska fakulteta, Ljubljana, 299 str.
  • Schiffman, L., Wisenblit, J. 2019. Consumer Behavior (What's New in Marketing). 12th Edition, Harlow: Pearson Edication Limited, New York, 508 str.
  • Schiffman, L., Kanuk, L., Hansen, H. 2012. Consumer behaviour : a European outlook. Harlow: Pearson Financial Times/Prentice Hall, 460 str.

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University of Ljubljana, Faculty of Electrical Engineering Tržaška cesta 25, 1000 Ljubljana

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