| Educational guide Faculty of Business and Economics |
english |
| Bachelor's Degree in Business Administration and Management (2009) |
 Subjects |
| CONSUMER BEHAVIOUR |
| Contents |
| IDENTIFYING DATA | 2023_24 |
| Subject | CONSUMER BEHAVIOUR | Code | 16214214 | |||||
| Study programme |
|
Cycle | 1st | |||||
| Descriptors | Credits | Type | Year | Period | ||||
| 6 | Optional | Third | 2Q |
|||||
| Competences | Learning outcomes | Contents |
| Planning | Methodologies | Personalized attention |
| Assessment | Sources of information | Recommendations |
| Topic | Sub-topic |
| TOPIC 1. Introduction to consumer behavior | 1.1. Introduction 1.2. What is consumer behavior? 1.3. The study of consumer behavior 1.4. Marketing research 1.5. Who is the consumer? 1.6. What buy the consumers? 1.7. The meaning of the consumption 1.8. Factors influencing consumer behavior 1.9. The digital consumer 1.10. The global consumer 1.11. The ethic consumer 1.12. The darkside of consumer behavior |
| TOPIC 2. The perception | 2.1. Introduction 2.2. Perception process 2.3. Stage 1: Exposure 2.4. Stage 2: Attention 2.5. Stage 3: Interpretation |
| TOPIC 3: The learning and the memory | PART 1: THE LEARNING 3.1. Introducction 3.2. Conductual theories of learning 3.3. Cognitive theories of learning 3.4. How we learn at being consumers? PART 2: THE MEMORY 3.5. tThe memory |
| TOPIC 4: The motivation, the Values and the Attitudes | 4.1. Introduction 4.2. The motivation process 4.3. Affection 4.4. Consumers' involvement 4.5. The values 4.6. The attitudes |
| TOPIC 5: THE PERSONALITY | 5.1. The personality 5.2. Brand personality 5.3. Lifestyles 5.4. The "me" 5.5. Gender identity 5.6. The body |
| TOPIC 6: The influence of groups | 6.1. Grups 6.2. Word-of-mouth communication 6.3. Opinion leadership 6.4. The revolution of social media 6.5. Organizational decisions process |
| TOPIC 7: Cultures and Subcultures | 7.1. Income and social class 7.2. Ethnic, racial and religious subcultures 7.3. Familiar unit and subcultures by age 7.4. Cultural influences on the consumer behavior |
| TOPIC 8: The purchase decision process | 8.1. Introduction 8.2. Types of consumers' decisions 8.3. The purchase decision process 8.4. Situational effects of consumer behavior 8.5. The sopping experience |
| TOPIC 9: Consumer behavior applications | 9.1. The ethic consumer 9.2. Consumer in waiting situations |
