Consumer Behavior Analysis

No basic knowledge is required other than the knowledge associated with a degree.

Classes are theoretical-practical (TP)

In approaching the themes, audiovisual and digital media will be used to present the content and examples that illustrate them, as well as practical cases and exercises to encourage active participation.

The pedagogical methods used will be:

the expository, the interrogative and the case study, enabling a practical, active approach with student interaction so that it facilitates the creation of ideas and confirmation of the content learned, as well as a strong approach to current market contexts.

The main purpose of this subject is to provide students with theoretical-practical knowledge relating to consumption and the consumer and techniques that allow them to understand consumer behavior and manage purchasing decision processes.

Specific objectives are:

– Understand and interpret the psychological reasons associated with consumption;

– Relate knowledge in the area of ​​consumer behavior with market perspectives.
– Study and understand the consumer purchasing decision-making process.

– Understand the formation of preferences and rational consumer choice.

– Analyze how altruism and other motivations can be incorporated into the model of
rational choice.

– Study consumer behavior in the current socioeconomic context.

– Understand the importance of green consumption

At the end of the curricular unit, students should be able to:

– Understand current consumer behavior and types of consumption;

– Recognize the constraints of consumer behavior;
– Identify and understand the different types of consumer decision processes;

– Manage decision-making processes for purchasing products and/or services.

Understand the importance of the environment

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. Consumer behavior towards the environment

4.1. Green products

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

NAO

– Frank, R. (2014) “ Microeconomics and Behaviour”, McGrawHill.

– Mankiw, G. (2006) “Principles of Microeconomics”, South-Western College.

 – Schiffman, L., & Kanuk L. (2007). Consumer Behavior, 9th Edition. Pearson International Edition

– Solomon, Michael, Russel-Bennett, R., Previte, J. (2013), “Consumer behaviour”, Pearson.

– Minor, M., Donovan, T., & Mowen, J. (2014) . Consumer behavior. England, McGraw-Hill Education – Europe

   – Solomon, M., Russel-Bennett, R., & Previte, J. (2015). Consumer behavior: Buying, Having, and Being, 11th Edition. UK, Pearson Education.

Scientific articles selected by the teacher.