Consumer Behaviour

Presentation

Consumer behavior is a field of knowlegde strongly based on social sciences, which has a strategic importance in marketing and management. Consumer behavior is closely linked with Market Research.

Programme

Applied Communication

Level of Qualification|Semesters|ECTS

| Semestral | 6

Year | Type of course unit | Language

2 |Mandatory |Português

Code

ULP1652-8300

Recommended complementary curricular units

Fundamentals of Marketing

Professional Internship

Não

Syllabus

1. The importance of consumer behaviour for marketing

2. Internal constraints explaining consumer behaviour:

2.1. Necessity, motivation, and desires.
2.2. Personality, attitudes.
2.3. Perception and marketing: perception of brand, price and advertising factors
2.4. Emotions and affections - effects on buying behavior

3. External constraints explaining consumer behaviour: Culture and subcultures

4. Cool Hunting and Consumer Trends: study of trends

5. The purchasing decision procedure
5.1. Recognition of the problem
5.2. Search for information: types and sources of information
5.3. Evaluation and selection of alternatives
5.4. Selection of the place of purchase

Objectives

Objectives:

The comprehension of the current market, transcends the study of the economic process of production and distribution of a product or service . In recent decades the consumer has taken an increasingly important role and is crucial to analyze the human behavior before, during and after the purchase of a product or service.

Knowledge, abilities and skills to be acquire

It is intended that students:

• Understand and interpret sociological and psychological tendencies associated with consumption;
• Know and explain all the elements (internal and external) that motivate the consumer, distinguishing how these elements act in the market;
• Acquire basic skills in consumer behavior area.

Teaching methodologies and assessment

Expository method dialogues and interrogative method primarily on theoretical nature classes.

Ongoing evaluation consists of:

1- Groups presenting a paper : 20 %

2 -Proof frequency or exame : 45 %

3- Portfolio: 35%

The final evaluation consists of a written exam on 23rd January 2020

References

• Dubois, Bernard (1998). Compreender o Consumidor (2ª edição). Dom Quixote.
• Rodrigues, Fernando (org), Moreira, Jacinta (2013). Comportamento do Consumidor. Psicosoma
• Solomon, M. R. (2018). Consumer behavior: Buying, having and being. Pearson Education.12th Edition

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