Consumer and Shopping Behaviour
A.Y. 2024/2025
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 into three modules:
The first module, after introducing the main paradigms related to the study of consumer purchasing and consumption behavior in economic studies as a result of multidisciplinary contributions, focuses on the analysis of information processing mechanisms by humans, as a prerequisite for understanding decision-making processes of any nature.
The second module thus delves into the interpretative models of the consumer decision-making process in a strict sense, with particular regard to the most recent and advanced contributions for predicting and understanding consumer decisions, as well as post-purchase evaluation in terms of satisfaction/dissatisfaction. Special attention will be given to analyzing how the various contributions have influenced the empirical research methodologies on consumers and the resulting impacts on defining strategic and operational choices by business decision-makers.
The third module, finally, concentrates on studies conducted on consumer reactions to business policies, particularly the effects of decisions related to service recovery, pricing, advertising, word of mouth, and web marketing.
The first module, after introducing the main paradigms related to the study of consumer purchasing and consumption behavior in economic studies as a result of multidisciplinary contributions, focuses on the analysis of information processing mechanisms by humans, as a prerequisite for understanding decision-making processes of any nature.
The second module thus delves into the interpretative models of the consumer decision-making process in a strict sense, with particular regard to the most recent and advanced contributions for predicting and understanding consumer decisions, as well as post-purchase evaluation in terms of satisfaction/dissatisfaction. Special attention will be given to analyzing how the various contributions have influenced the empirical research methodologies on consumers and the resulting impacts on defining strategic and operational choices by business decision-makers.
The third module, finally, concentrates on studies conducted on consumer reactions to business policies, particularly the effects of decisions related to service recovery, pricing, advertising, word of mouth, and web marketing.
Prerequisites for admission
To successfully follow the course, an excellent understanding of the entire marketing management process and a solid foundation in statistical analysis are required. Additionally, proficiency in the main data processing software (e.g., SPSS or R) is highly beneficial to support the execution of field research activities.
Teaching methods
The teaching activity relies particularly on three methods, conducted in parallel throughout the entire course:
- Lectures aimed at deepening the understanding of analytical models of individual decision-making processes and interpreting consumer behavior from a multidisciplinary approach;
- Sessions dedicated to research methodology, with references to the main statistical applications (R/SPSS);
- Meetings and discussions with company representatives on research briefs, field group work, and coordination meetings with individual research teams.
Since the course for attending students includes the execution of a project work related to the development of an actual market research project based on company briefs - which is highly valuable for learning and also relevant for the final evaluation - attendance is, therefore, a conditio sine qua non.
- Lectures aimed at deepening the understanding of analytical models of individual decision-making processes and interpreting consumer behavior from a multidisciplinary approach;
- Sessions dedicated to research methodology, with references to the main statistical applications (R/SPSS);
- Meetings and discussions with company representatives on research briefs, field group work, and coordination meetings with individual research teams.
Since the course for attending students includes the execution of a project work related to the development of an actual market research project based on company briefs - which is highly valuable for learning and also relevant for the final evaluation - attendance is, therefore, a 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 [waiting for the release of the translation of the fourth edition]
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)
- East et al, 2009, Consumer Behavior. Marketing applications, APOGEO [waiting for the release of the translation of the fourth edition]
- 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 [waiting for the release of the translation of the fourth edition]
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)
- East et al, 2009, Consumer Behavior. Marketing applications, APOGEO [waiting for the release of the translation of the fourth edition]
- 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 and mainly consists of open-ended questions designed to assess not only the knowledge of content and analytical models but also the critical ability to evaluate the differences between various methodological approaches for consumer behavior research.
The exam format for "attending students" - which requires attendance of at least 80% of the lectures - involves a dual assessment of learning, consistent with the course structure:
a) A group assignment (40% of the final grade, subject to peer evaluation) based on company briefs, to be conducted in the field according to the methods illustrated in class, which include:
· Theoretical framing of the problem with reference to the literature
· Logical structuring of the work plan
· Qualitative and quantitative research with corresponding data collection
· Data analysis and interpretation of results
· Conclusions and implications
· Final presentation, conducted in class in the presence of the instructor and invited company managers, who will evaluate the individual research projects based on the following criteria (with differentiated weights):
- Logical structure
- Depth of research
- Originality of the topic and execution
- Quality of the presentation
b) An individual written exam consisting of open-ended questions on the content of the lectures and the work conducted in class (60% of the final grade).
The final evaluation thus ensures:
- Knowledge of the methodological contributions specific to the discipline
- Skills in applied marketing research
- Acquired soft skills, related to teamwork and the presentation of results according to company standards.
The exam format for "attending students" - which requires attendance of at least 80% of the lectures - involves a dual assessment of learning, consistent with the course structure:
a) A group assignment (40% of the final grade, subject to peer evaluation) based on company briefs, to be conducted in the field according to the methods illustrated in class, which include:
· Theoretical framing of the problem with reference to the literature
· Logical structuring of the work plan
· Qualitative and quantitative research with corresponding data collection
· Data analysis and interpretation of results
· Conclusions and implications
· Final presentation, conducted in class in the presence of the instructor and invited company managers, who will evaluate the individual research projects based on the following criteria (with differentiated weights):
- Logical structure
- Depth of research
- Originality of the topic and execution
- Quality of the presentation
b) An individual written exam consisting of open-ended questions on the content of the lectures and the work conducted in class (60% of the final grade).
The final evaluation thus ensures:
- Knowledge of the methodological contributions specific to the discipline
- Skills in applied marketing research
- Acquired soft skills, related to teamwork and the presentation of results according to company standards.
SECS-P/08 - MANAGEMENT - University credits: 9
Lessons: 60 hours
Professors:
Iacovone Laura Rita, Orlandi Glauco
Professor(s)