Consumer Behavior and Marketing Research

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This course unit will use the following teaching methodologies

1) Expositive, using the explanation of the programmatic contents through audiovisual means

2) Active, through the analysis and resolution of proposed practical cases

3) Collaborative, for performing group work.

a) Identify the elements of consumer behavior

b) understand the consumer decision processes

c) Recognize the concepts of group, culture and subculture as influencing consumer decision

d) Recognize problems in the area of consumer behavior

e) Explore techniques and methods of collection, organization and presentation of research information.

1. Consumer Behavior

1.1. Engagement, Perception, Memory, and Cognitive Learning

1.2. Consumer Motivation

1.3. Personality and psychographic factors

1.4. Process of Attitude And Behavior

1.5. Consumer Decision Processes

1.6. Situational Influences

1.7. Groups, Culture and Subcultures

2. Marketing Research

2.1. Marketing Research problems Identification

2.2. Qualitative Studies vs Quantitative Studies

2.3. Processes for data collection

2.4. Presentation of Search Results

• - Written test - 50.0%
• - Group work - 50.0%

• - Written tests - 100.0%

NAO

Solomon, Michael (2016) Consumer Behavior (9/E). Bookman.

Mowen, J.; Minor, M. (2011) comportamento do consumidor, Pearson