Food Marketing and Consumer Behavior
A.Y. 2018/2019
Learning objectives
The course aims at exploring the ways in which consumers behave when they buy food products and the main economic problems
raised by marketing and consumer policy.
raised by marketing and consumer policy.
Expected learning outcomes
Students shoud develop competences on the main mechanisms of consumer decisio-making process and of the strategic instruments to market food products.
Lesson period: First semester
Assessment methods: Esame
Assessment result: voto verbalizzato in trentesimi
Single course
This course cannot be attended as a single course. Please check our list of single courses to find the ones available for enrolment.
Course syllabus and organization
Single session
Responsible
Lesson period
First semester
Course syllabus
Introduction to the course- The dimension of marketing- What is consumer behaviour- The links between marketing and consumer behaviour The main concepts of marketing- The marketing management- The marketing management of European food SMEs- The marketing mix in the food Sector Concepts of consumer behaviour- Predicting and explaining behaviour- Information processing and decision-making The cognitive models: the Theory of Planned Behaviour (TPB)- TPB and food choices Market response- Consumer response to price and sales promotions- The retail context- The response to advertising- Consumer response to product labelled information- Food product innovation and consumer behaviour- Sustainability and consumer behaviour
Teaching methods
Consumer Behaviour: Applications in Marketing , di Robert East, Malcolm Wright, Marc Vanhuele, SAGE.Additional Readings: papers and additional readings are provided by the lecturer
AGR/01 - AGRICULTURAL ECONOMICS AND RURAL APPRAISAL - University credits: 6
Lessons: 48 hours
Professor:
Stranieri Stefanella
Professor(s)