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Customer Behaviour

Code 14371
Year 1
Semester S2
ECTS Credits 6
Workload TP(60H)
Scientific area Marketing
Entry requirements n.a.
Mode of delivery Face to face theoretical and practical
Work placements Not Applicable
Learning outcomes Learning the principles, and theories of consumer behavior
Understand the internal and external factor that influence consumer behavior
To develop an understanding of peoples'consumption-related behaviors marketing strategies
Gaining factual knowledge about the consumption decision process
At the end of the course the student should be able to:
Identify the influence of individual dimensions, social, economic and cultural on consumers' attitudes and behavior.
Discuss and criticize real cases of consumer behavior.
Propose marketing actions that incorporate the knowledge of consumer behavior.
Syllabus Part I - Introduction to the study of consumer behaviour
1) Concept and scope of consumer behaviour
2) Consumer behaviour models
3) Purchase decision-making process
Part II - Internal factors explaining consumer behaviour
1) Need and motivations
2) Perception and attitudes
3) Learning and memory
4) Personality
Part III - External factors explaining consumer behaviour
Main Bibliography Blackwell, R, Miniard & P, Engel, J. (2008). Comportamento do Consumidor. THOMSON PIONEIRA S. Paulo ( ISBN: 8522104123/ ISBN-13: 9788522104123)
Dittmar, H. (1996). Social psychology of economics and consumer behaviour. In G. Semin & K. Fidler (Eds.). Aplied social psychology (pp. 145-172). London: Sage Publications.
Dubois, B. (1993). Compreender o consumidor. Lisboa: Publicações Dom Quixote.
Engel, James F.; Blackwell, Roger D.; Miniard, Paul W. (2001). Consumer Behavior - International Edition, Thomson
Schiffman, Leon G.; Kanuk, Leslie Lazar (1997). Consumer Behavior, Prentice Hall
Solomon, Michael R. (2008) O Comportamento do Consumidor, Bookman S. Paulo. (ISBN: 9788577802548)
Teaching Methodologies and Assessment Criteria The evaluation is continuous, resulting in a final assessment:
- Global exam (100%).
- If the pandemic conditions allow it, it may be proposed the implementation of practical activities/group assignments, a situation in which they will have a maximum weighting of 30% and the exam 70%.

Students who do not obtain a final classification higher than 9.5 values will fail.
Students who do not complete any of the activities within the established deadlines will be assigned the classification of "Not Admitted".
The presence in class is compulsory, and 75% is required to pass by frequency (continuous assessment). Students with an attendance record of less than 50% of the classes will not be admitted to the assessment process.

To approve the course the student has to complete all activities with a score of 6 (out of 20) in each one, and the average score has to be 9.5 or higher.
Language Portuguese. Tutorial support is available in English.
Last updated on: 2022-03-10

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