Consumer and Shopping Behaviour
A.Y. 2023/2024
Learning objectives
The study of consumer behavior plays a central role in business strategies and in the economy in general because it concerns the understanding and deepening of the decision-making processes of individuals.
The interest in marketing is motivated by the possibility for companies (as well as for a non-profit organization or a public body) to know the needs of consumers first and, secondly, to be able to possibly guide their choices through appropriate policies in matters of prices, distribution channels and points of sale, internet, promotion and advertising.
Furthermore, the analysis of consumer behavior presents many facets and problems that lend themselves to a multidisciplinary reading (from psychology to economics), making use of theories and interpretative models that have evolved over time in the face of the growing complexity of modern society.
At the same time, the set of methodological approaches available for the purpose of correct and rigorous empirical research has been enriched, indispensable for the purpose of deepening any phenomenon or behavior that is the object of observation. In fact, it is on the basis of these data and above all on their interpretation that the strategic visions of companies, their ability to offer goods or services consistent with market expectations, as well as the effectiveness of their communication activities are based.
The aim of the course is therefore to first provide participants with the framework of cognitive tools both on a theoretical and methodological level necessary for the purpose of a correct analysis of consumer behavior and the reasons behind their purchasing and consumption choices.
Secondly, attending students are also enabled to implement these logics in carrying out a real field project, based on real company research briefs, in order to be able to verify their ability to correctly set up and conduct an empirical survey on the consumers, and to be able to appreciate the cognitive contribution in terms of managerial implications.
The interest in marketing is motivated by the possibility for companies (as well as for a non-profit organization or a public body) to know the needs of consumers first and, secondly, to be able to possibly guide their choices through appropriate policies in matters of prices, distribution channels and points of sale, internet, promotion and advertising.
Furthermore, the analysis of consumer behavior presents many facets and problems that lend themselves to a multidisciplinary reading (from psychology to economics), making use of theories and interpretative models that have evolved over time in the face of the growing complexity of modern society.
At the same time, the set of methodological approaches available for the purpose of correct and rigorous empirical research has been enriched, indispensable for the purpose of deepening any phenomenon or behavior that is the object of observation. In fact, it is on the basis of these data and above all on their interpretation that the strategic visions of companies, their ability to offer goods or services consistent with market expectations, as well as the effectiveness of their communication activities are based.
The aim of the course is therefore to first provide participants with the framework of cognitive tools both on a theoretical and methodological level necessary for the purpose of a correct analysis of consumer behavior and the reasons behind their purchasing and consumption choices.
Secondly, attending students are also enabled to implement these logics in carrying out a real field project, based on real company research briefs, in order to be able to verify their ability to correctly set up and conduct an empirical survey on the consumers, and to be able to appreciate the cognitive contribution in terms of managerial implications.
Expected learning outcomes
The expected learning outcomes are both in terms of knowledge of the theoretical and methodological approaches typical of the study of consumer behavior, and in terms of skills regarding the ability to correctly set up and carry out an empirical investigation project in the field, as a function of a specific cognitive goal. In this regard, the possibility during the course to improve one's team working and public communication skills is not irrelevant, especially when presenting the results to company managers.
Lesson period: First trimester
Assessment methods: Esame
Assessment result: voto verbalizzato in trentesimi
Single course
This course can be attended as a single course.
Course syllabus and organization
Single session
Responsible
Lesson period
First trimester
Course syllabus
The course program is conceptually structured in 3 modules:
The first module, after introducing the main paradigms relating to the study of consumer purchasing and consumption behavior in economics studies as the result of multidisciplinary contributions, focuses on the analysis of information processing mechanisms by human beings, in what is preparatory for the understanding of individual decision-making processes of any nature.
The next module therefore focuses on the deepening of the interpretative models of the consumer's decision-making process in the strict sense, with particular regard to the most recent and advanced contributions for the purposes of forecasting and understanding the consumer's decisions, as well as the post-purchase evaluation in terms satisfaction / dissatisfaction.
Particular attention will be paid to analyzing how the various contributions have influenced the logic of setting up the empirical research activity on the consumer and therefore the results of the same, with repercussions on the definition of the strategic and operational choices of business decision makers.
The third module, finally, focuses precisely on the studies carried out on the reaction of consumers to company policies, namely in particular the effects of decisions relating, respectively, to: service recovery, pricing, advertising, word of mouth and web marketing.
The first module, after introducing the main paradigms relating to the study of consumer purchasing and consumption behavior in economics studies as the result of multidisciplinary contributions, focuses on the analysis of information processing mechanisms by human beings, in what is preparatory for the understanding of individual decision-making processes of any nature.
The next module therefore focuses on the deepening of the interpretative models of the consumer's decision-making process in the strict sense, with particular regard to the most recent and advanced contributions for the purposes of forecasting and understanding the consumer's decisions, as well as the post-purchase evaluation in terms satisfaction / dissatisfaction.
Particular attention will be paid to analyzing how the various contributions have influenced the logic of setting up the empirical research activity on the consumer and therefore the results of the same, with repercussions on the definition of the strategic and operational choices of business decision makers.
The third module, finally, focuses precisely on the studies carried out on the reaction of consumers to company policies, namely in particular the effects of decisions relating, respectively, to: service recovery, pricing, advertising, word of mouth and web marketing.
Prerequisites for admission
In order to be able to follow the course successfully, an excellent knowledge of the entire marketing management process and statistical analysis methodologies is desirable. The ability to use some software for data processing is also particularly useful (eg: SPSS or R)
Teaching methods
The teaching activity makes use in particular of three modalities, conducted in parallel throughout the entire course:
- lectures aimed at deepening the analysis models of the decision-making processes of individuals and the interpretation of consumer behavior according to a multidisciplinary approach;
- sessions dedicated to the methodology of applied research, with references to the main applications for statistical use (R / SPSS)
- meetings and discussions with company representatives on research briefs, group work in the field and coordination meetings with individual research teams.
In particular, since the course in attending mode involves the carrying out of a project work related to the development of a real market research project based on company briefs - of great value for learning purposes and also relevant for evaluation purposes. final - attendance is therefore conditio sine qua non.
- lectures aimed at deepening the analysis models of the decision-making processes of individuals and the interpretation of consumer behavior according to a multidisciplinary approach;
- sessions dedicated to the methodology of applied research, with references to the main applications for statistical use (R / SPSS)
- meetings and discussions with company representatives on research briefs, group work in the field and coordination meetings with individual research teams.
In particular, since the course in attending mode involves the carrying out of a project work related to the development of a real market research project based on company briefs - of great value for learning purposes and also relevant for evaluation purposes. final - attendance is therefore conditio sine qua non.
Teaching Resources
For attending students:
- Slides of the lessons (see the course website http://ariel.ctu.unimi.it) and teaching materials (https://labonline.ctu.unimi.it/user/index.php?id=288)
-East et al., 2021, Consumer Behaviour. Applications in marketing, IV edition, SAGE (also for foreign students); alternatively: East et al, 2009, Comportamento del consumatore. Applicazioni per il marketing, APOGEO
Recommended text:
D. Dalli, S. Romani, 2016, Consumer behavior. Purchases and Consumption from a Marketing Perspective, New Edition, Franco Angeli
For NON attending students:
- Slides of the lessons (see the course website http://ariel.ctu.unimi.it) and teaching materials (https://labonline.ctu.unimi.it/user/index.php?id=288)
D. Dalli, S. Romani, 2016, Il comportamento del consumatore. Acquisti e consumi in una prospettiva di marketing, Nuova Edizione, Franco Angeli
Recommended text:
East et al, 2009, Consumer Behavior. Marketing applications, APOGEO
Text in English (especially for foreign students):
East et al., 2021, Consumer Behavour. Applications in marketing, IV edition, SAGE Publications LTD
- Slides of the lessons (see the course website http://ariel.ctu.unimi.it) and teaching materials (https://labonline.ctu.unimi.it/user/index.php?id=288)
-East et al., 2021, Consumer Behaviour. Applications in marketing, IV edition, SAGE (also for foreign students); alternatively: East et al, 2009, Comportamento del consumatore. Applicazioni per il marketing, APOGEO
Recommended text:
D. Dalli, S. Romani, 2016, Consumer behavior. Purchases and Consumption from a Marketing Perspective, New Edition, Franco Angeli
For NON attending students:
- Slides of the lessons (see the course website http://ariel.ctu.unimi.it) and teaching materials (https://labonline.ctu.unimi.it/user/index.php?id=288)
D. Dalli, S. Romani, 2016, Il comportamento del consumatore. Acquisti e consumi in una prospettiva di marketing, Nuova Edizione, Franco Angeli
Recommended text:
East et al, 2009, Consumer Behavior. Marketing applications, APOGEO
Text in English (especially for foreign students):
East et al., 2021, Consumer Behavour. Applications in marketing, IV edition, SAGE Publications LTD
Assessment methods and Criteria
The exam is written, mainly structured with open questions, aimed at ascertaining not only the knowledge of the contents and analytical models, but also the critical ability to evaluate the differences of the different methodological approaches for the purposes of research on consumer behavior.
The exam modality in "attending modality" in particular - which requires a frequency of at least 80% of the lesson hours - provides for a double verification of learning, coherently with the course setting:
a) a group assignment (40% of the final grade, subject to peer evaluation) on company briefs, to be carried out in the field according to the methods illustrated in the classroom, which respectively envisage:
· theoretical framework of the problem with reference to the literature
· logical articulation of the work plan
· qualitative and quantitative research with relative data collection
· analysis and processing of data and interpretation of results
· conclusions and implications
° final presentation, carried out in the classroom in the presence of the professor and the managers of the invited companies, who will evaluate the individual research projects on the basis of the following criteria (with different weights):
- logical structure
- level of research depth
- originality of the topic and of the performance of the work
- quality of presentation
b) an individual written exam consisting of open questions on the contents of the lessons and the work done in the classroom (60% of the final grade)
The final evaluation therefore allows to ascertain:
- knowledge of the methodological contributions of the discipline
- skills in applied research in marketing
- the soft skills acquired, relating to teamwork and to the enhancement of results in the context of presentation defined according to company standards
The exam modality in "attending modality" in particular - which requires a frequency of at least 80% of the lesson hours - provides for a double verification of learning, coherently with the course setting:
a) a group assignment (40% of the final grade, subject to peer evaluation) on company briefs, to be carried out in the field according to the methods illustrated in the classroom, which respectively envisage:
· theoretical framework of the problem with reference to the literature
· logical articulation of the work plan
· qualitative and quantitative research with relative data collection
· analysis and processing of data and interpretation of results
· conclusions and implications
° final presentation, carried out in the classroom in the presence of the professor and the managers of the invited companies, who will evaluate the individual research projects on the basis of the following criteria (with different weights):
- logical structure
- level of research depth
- originality of the topic and of the performance of the work
- quality of presentation
b) an individual written exam consisting of open questions on the contents of the lessons and the work done in the classroom (60% of the final grade)
The final evaluation therefore allows to ascertain:
- knowledge of the methodological contributions of the discipline
- skills in applied research in marketing
- the soft skills acquired, relating to teamwork and to the enhancement of results in the context of presentation defined according to company standards
SECS-P/08 - MANAGEMENT - University credits: 9
Lessons: 60 hours
Professors:
Iacovone Laura Rita, Orlandi Glauco
Educational website(s)
Professor(s)