Consumer Behaviour

Abstract

This is the revised and expanded version of the first edition, this time in

English. The reason for the English edition lies in the fact that more and

more institutions, especially for university education, are introducing

lectures in English with the aim of internationalization and integration into

the European flow and principles of mobility and international exchange of

students and professors. Therefore, this is our attempt to partly contribute

to these processes, as well as to bring our book closer to more readers.

Nevertheless, the main goal of this book is still to provide an insight into

the contemporary concept of consumer behaviour. Today, marketing

studies must include analysis and understanding of consumers, which is

the precondition of successful marketing. Understanding consumers is not

simple, as can be shown by numerous examples of failures on the market.

Servicing consumers in the spirit of marketing primarily involves being

familiar with the theoretical principles of human behaviour, in both a

social and individual context. On the other hand, the practical component

of behaviour, as well as experiences and results from the past are also

important elements in determining the problem. Therefore, this book is a

cross-section between theoretical and practical components which aim to

introduce readers and students to the wealth of existing knowledge.