Consumer Behavior Analysis

The teaching and learning methodologies adopted for this course aim to bridge theory and practice, promoting the development of the expected competencies. The following pedagogical strategies will be implemented:

 1. Expository and interactive lectures: These sessions introduce fundamental concepts of consumer behavior, promoting the understanding of the psychological factors influencing behavior (LO1). Guided discussions during lectures encourage the critical analysis of market dynamics and consumer decision-making processes (LO2 and LO3).

 2. Case studies: Real and current cases will be presented, focusing on the interaction between market dynamics and consumer behavior. This methodology is directly connected to LOs 2 and 3, allowing practical analysis of situations illustrating decision-making processes and market trends.

3. Individual and group assignments: These activities encourage research and practical application of theories. Group assignments will focus on analyzing sustainable consumption practices and motivations such as altruism and sustainability (LO4 and LO5). Individual assignments will provide opportunities to interpret rational choices and develop solutions for real-world challenges (LO5).

4. Analysis of scientific articles: Reading and interpreting recent scientific papers will be integrated into activities, focusing on understanding the impact of the socioeconomic context on consumption practices (LO5).

These methodologies ensure not only the acquisition of theoretical knowledge but also the development of practical skills that enable students to apply concepts in contemporary scenarios.

In summary, the following “Teaching and learning methodologies” (TML) are planned:

– Classes will be expository and interactive (TML1), integrated with current case studies in the context of the EACB (TML 2).

– Individual and group work on current issues in the context of the EACB is also planned (TML 3).

– Finally, activities are planned to encourage research, with analysis and interpretation of current scientific articles published in journals in the field of EACB (TML 4).

The learning objectives (LO) of the Curricular Unity are:

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

LO2. Evaluate the relationship between CB and market dynamics (e.g. consumer trends, sustainability practices)

LO3. Analyze the consumer decision-making process, considering internal and external factors

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

LO5. Examine CB in the current socioeconomic context, focusing on sustainable practices

Competencies / Skills (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 consumer decision-making processes (LO3)

C4. Critical analysis of consumer choices from a sustainability perspective (LO4)

1. The Study of Consumer Behavior

1.1 Importance of studying consumer behavior

2. Consumer theory

2.1 Consumer preferences and rational choice

2.2 Individual demand and market demand

3. 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

4. The CC in relation to the environment

4.1 Green products

4.2 “Environmentally friendly” consumption

4.3 Sustainable/green marketing as a competitive differentiator in international markets and its importance in consumer behavior

4.4 Alignment between ethical practices and global business objectives: Sustainable Mk and Business Ethics and Social Responsibility

4.5 The impact of digital transformation on consumer behavior

4.6 Personalization and artificial intelligence in consumption

4.7 Successful case studies in sustainability and social impact