Consumer Behavior

The teaching methodologies to be used will combine theoretical teaching in the approach to the themes, with practical application through
examples that illustrate them, practical cases for analysis and discussion, individual and group class exercises to encourage active
participation.
Audiovisual and digital media will be used to present the content in order to create interactivity and participation.
The teaching methods to be used will be: expository, interrogative and case studies, making it possible to reconcile the presentation and
analysis of concepts and theoretical approaches with active methodologies for student interaction, allowing confirmation of the content
learned with a strong approximation to real current organizational contexts.
Tools that facilitate learning and stimulate students will be used, making use of educational technology such as Kahoot, Socrative and
Mentimeter, among others.

The aim of this CU is to provide students with theoretical and practical knowledge about consumption and consumer behavior, as well as
techniques for understanding and managing purchasing decision processes.
The learning objectives (LO) are:
LO1) Understand sociological and psychological trends associated with consumption;
LO2) Explain the internal and external factors that motivate consumers and how they act in the market;
LO3) Analyze rational and emotional consumer preferences and choices;
LO4) Relate theories of consumer behavior to market-oriented management practices;
LO5) Apply concepts to study and manage the purchasing decision process.
At the end of the CU, students should be able to:
– Understand consumer behavior and types of consumption;
– Recognize the internal and external conditioning factors of behaviour;
– Identify types of purchasing decision processes;
– Manage purchasing decisions for products and/or services.

1. The study of consumer behavior
1.1 Importance of studying consumer behavior
1.2 The current consumer and types of consumption
1.3 Conceptualization of consumer behaviour
1.2 The scientific principle
1.3 Theories of consumer behavior
2. Elements that influence purchasing
2.1 Internal factors that explain consumer behavior
2.1.1 Psychological factors
2.1.2 Personal factors
2.2 External factors explaining consumer behavior
2.2.1 Social factors
2.2.2 Cultural factors
3. The purchasing decision process
3.1 Characterization and stages
3.2 Types of purchasing decision processes
4. Consumer behavior in services

NAO