Consumer Behavior


Ana Tomovska Misoska, PhD
Head of Management and Human Resource Management Department

The most complex aspect of the marketing is understanding the consumer.  Therefore, this course aims to provide the basic tools to better comprehend consumer behavior. By working on a number of topics and finding answers related to different aspects of the human behavior in relation to consuming, the students  gain a deeper understanding of the psychological processes and their importance to the behavior of the consumers. The students also engage with their own consuming habits and apply their growing knowledge to real-life situations of consumer behavior.