Consumer Behavior Analysis

Recommended background knowledge:

CB1: Introductory knowledge of microeconomics CB2: Ability to interpret statistical data, economic indicators, graphs and tables.

ME1. Interactive lectures: Presentation of the main concepts using examples, questions and data analysis,
ME2. Practical case analysis: Application of knowledge to situations related to government intervention,
taxation and budgetary policy
ME3. Research and synthesis assignments: Individual or group assignments aimed at promoting autonomy,
analytical skills and collaborative learning.
ME4. Tutorial guidance: Small-group monitoring and feedback sessions designed to support the progress of
assignments and clarify doubt

After completing this course unit, the student should be able to:

LO1: Identify the psychological factors that influence consumer behavior (CB) in different contexts.

LO2: Assess the relationship between CB and market dynamics (e.g., consumption trends, sustainability practices).

LO3: Analyze the consumer decision-making process, taking into account internal and external factors.

LO4: Identify and interpret motivations such as altruism, sustainability, and social responsibility in consumers’ rational choices.

LO5: Examine CB in the current socioeconomic context, with a focus on sustainable practices.

Competencies (C):

C1: Application of psychological theories to explain CB (LO1)

C2: Interpretation of market data to assess consumption trends (LO2)

C3: Development of strategies based on purchasing decision-making processes (LO3)

C4: Critical analysis of consumers’ choices from a sustainability perspective (LO4)

C5: Formulation of solutions to align consumption practices with socioeconomic and environmental demands (LO5)

If you want, I can also make it more academic/natural English for a syllabus or accreditation document.

P1. The Study of Consumer Behavior
1.1. Importance of studying consumer behavior

P2. Consumer theory

2.1.Consumer preferences and rational choice

2.2. Individual demand and market demand

P3. The purchasing decision process
3.1. Elements that influence the purchasing decision

3.2.The different stages of the purchasing process

3.3. The importance of the socio-economic context

P4. Consumer behavior towards the environment

4.1. Green products

4.2. “Environmentally friendly” consumption
4.3. The importance of green marketing in consumer behavior

Students may choose between two assessment schemes: continuous/periodic assessment or assessment by
examination.
A) Continuous/periodic assessment

AM1. Written group assignment and oral presentation (100%)
Students must complete a group assignment and present and defend it orally during class. Both the written
component and the oral presentation are compulsory. The minimum passing grade is 10 out of 20.
Guidelines on the use of Artificial Intelligence: Artificial Intelligence tools may be used to the organisation
of ideas and text revision. Their use must be declared, specifying the tools used and how they contributed to
the assignment. Students remain responsible for the analysis, interpretation and final written work. The use
of AI is not permitted during the oral presentation and defence.
Final grade formula:
FG = AM1
B) Assessment by examination
AM2. Individual final examination (100%)
Students must complete an individual written examination covering all the syllabus content of the curricular
unit. The minimum passing grade is 10 out of 20.
Final grade formula:
FG = AM2
Students who do not pass the continuous/periodic assessment may take the final examination during the
examination periods established in the academic regulations.
Attendance requirements and working students
Class attendance is recommended but not compulsory. Attendance is compulsory for the oral presentation
and defence of the assignment.
Examination periods and grade improvement
During the resit, special and grade-improvement examination periods, assessment consists of an individual
final examination weighted at 100%.
For grade improvement purposes, the grade obtained in the assignment completed during the semester is
not retained. The final grade corresponds to the grade obtained in the grade-improvement examination, in
accordance with the applicable academic regulations.
Procedure in cases of suspected fraud
Where there are reasonable grounds to suspect fraud during the assessment marking process, the student
will be required to take an oral examination to verify the knowledge and competencies demonstrated. This
verification will be conducted by a panel consisting of the lecturer responsible for the curricular unit and two
other lecturers from the same academic field. Should the student fail to demonstrate the knowledge and
competencies evidenced in the written assessment, the assessment will be annulled

NAO