Consumer Behavior (261299)

Learning Outcomes

•    It is intended to convey to students the basic concepts and the importance of studying and understanding consumer behavior, for planning and defining a communication strategy.
•    Identify the different factors (individual and context) that influence purchasing behavior.
•    Identify changes in society and understand their influence on consumer behavior and relationships with brands.
•    Students in this course should know how to develop a critical analysis of the mechanisms that brands and organizations use to influence consumer behavior.
•    Framework of consumer behavior
•    Internal variables; the psychological dimension of consumer behavior
•    External variables; the context, the sociological and psychosociological dimensions that influence the purchase
•    The dynamics of the purchase and the decision process

Study Program

•    Framework of consumer behavior
•    Internal variables; the psychological dimension of consumer behavior
•    External variables; the context, the sociological and psychosociological dimensions that influence the purchase
•    The dynamics of the purchase and the decision process

Bibliography

Principal

Solomon, M. R., White, K., Dahl, D. W., Zaichkowsky, J. L., & Polegato, R. (2017).Consumer behavior: Buying, having, and being. Boston, MA: Pearson. Hawkins, D., Roger, B., Coney, K. (2015) Consumer Behaviour: Building Marketing Strategy (13.ed.).London: McGraw-Hill Education – Europe

Secundária

Brochand, B. et al (1999) Publicitor. Lisboa: Dom Quixote Dionísio, P. et al (1999) Mercator: Teoria e Prática do Marketing (8ª ed.). Lisboa: Dom Quixote Dubois, B. (1998). Compreender o consumidor (2a ed.). Lisboa: Dom Quixote. Kotler, P., Armstrong, G., Wong, V., Saunders, J. (2018) Principles of Marketing (17.ed.). London: Pearson Education Kotler, P., Keller, K. (2012) Administração de Marketing (14.ed.).Nova Jersey:Prentice-Hall