Consumer's Behaviour

Recommended Prerequisites

Not applicable.

Teaching Methods

The sessions will consist on a combination of an expositive/interrogative and active method on the disclosure of the subjects, always appealing to the discussion and application of the referred subjects to the everyday life of the intervenients. The course also relies on case studies, which are discussed on the class.

Learning Outcomes

The course aims to analyze consumer behavior and its motivations, learning principles, perceptions and group influences. The course unit will have as its goal to summarize the contributions of behavioral and social sciences to consumer behavior, as well as a summary approach to the market research procedures used to obtain consumer behavior data.

Work Placement(s)

No

Syllabus

1. Introduction to consumer behavior
a. Consumer behavior as interdisciplinary science
b. Market studies to a consumer behavior study

2. The application of consumer behavior principles to a strategic marketing

3. The consumer as an individual
a. Motivation as a srong driving force that leads to action
b. The perceptions
c. The learning process, memory and the consumer’s evolvement. Basic learning principles.
d. The nature of attitudes. The structural role of attitudes

4. Consumers as decison-makers
a. The decision-making process O processo de tomada de decisão.
b. Group influences and leadership opinion.
c. The decision-making process ofthe family.
d. The organizational decision-making process.

Head Lecturer(s)

Cristela Maia Bairrada

Assessment Methods

Evaluation
Exam: 100.0%

Bibliography

Schiffman, L. G., & Kanuk, L. L. (2007) Consumer Behavior (9th ed.). PearsonMichael Solomon.  “CONSUMER BEHAVIOUR” (8^th Ed.), Pearson Prentice-Hall.J. Engel, R. Blackwell, P. Miniard. “CONSUMER BEHAVIOUR” (10^th ed). Dryden Press.