Consumer Behavior


On completion of this course a student should be able to: • (1) Build a strong knowledge on consumer decision processes. •
(2) Analyze consumer decisions and the consequences on himself and others. • (3) Highlight the internal dynamics on
consumers’ behavior, focusing on the role that the self plays in the decision-making process. •(4) Outline the influence of
external factors on consumption decisions. • (5) Analyze emerging trends in the marketplace • (6) Deepen the knowledge
obtained regarding the development of marketing research techniques to better understand the consumer behavior.

General characterization





Responsible teacher

Rita Miguel Ramos Dias Coelho do Vale


Weekly - Available soon

Total - Available soon

Teaching language





Solomon, Michael (2012), Consumer Behavior: Buying, Having and Being, 10th edition, Pearson Higher Education Case
Studies and Readings/Estudos e Leituras:
“TiVo”, Kellog School of Management, Ref: KEL132
“DELL Inc: Leveraging on Social Media Experience”, IBS Center for Management Research, Ref: 513-015-1
“7-Eleven in Taiwan: Adaptation of Convenience Stores to New Market Environments”, Ivey School of Business, Ref:
“Revitalizing Barbie”, ICFAI Business School, Ref: 507-053-1.
“Rethinking Marketing”, Harvard Business Review, Management article Refª R1001F

Teaching method

This course will use participation-centered learning, being students expected to take part of insightful and constructive
class discussion. We will use a wide variety of learning techniques as analyzing case-studies, discuss real challenging
situations and learn research methods to deal with specific problems brought to you by companies.

Evaluation method

The course will include both individual and group work:
Written exam: 50%
Group project assignment: 35%
Class participation and case-studies discussion: 15%

Subject matter

Session 1: Introduction to Consumer Behavior • What is Consumer Behavior? •The importance of segmentation• Emerging
Trends on Consumer Behavior
Session 2: Consumer Decision Making • Individual Decision Making • Consumers as Problem Solvers • Decision-Making
Process • Emotions & Consumption • Consumer behavior online • Challenges raised by technology- online research
Session 3: Studies and analysis of Consumer Behavior • Methods of offline data collection: How to evaluate what
information is needed regarding the consumer • The Behavior of the Online Consumer • The importance of online data
collection techniques
Session 4: Internal Influences on Consumer Behavior • Sensations and Perception Process • Behavioral Learning Theories;
Session 5: Cultural and Social Influences on Consumer Behavior • Buying and Disposing: understanding the shopping
Session 6: Wrapping up the importance of segmentation: Simulation game.


Programs where the course is taught: