Food marketing and consumer behavior

A.A. 2016/2017
Insegnamento per
6
Crediti massimi
48
Ore totali
Lingua
Inglese
Obiettivi formativi
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.

Struttura insegnamento e programma

Edizione attiva
Responsabile
Programma
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 respose to product labelled information
- Food product innovation and consumer behaviour
- Sustainability and consumer behaviour
Prerequisiti e modalità di esame
Students prerequisites: basics of marketing and agri-food economics

Oral exam.
Materiale didattico e bibliografia
East, Wright and Vabhuele (2014). Consumer behaviour. Applications in marketing. Sage Publications
Periodo
Primo semestre
Periodo
Primo semestre
Modalità di valutazione
Esame
Giudizio di valutazione
voto verbalizzato in trentesimi
Docente/i
Ricevimento:
Martedì 15.30-18.00
ufficio docente (Via Celoria 2, I piano)