This subject is part of the module "Communication Planning". It addresses the theoretical models and techniques that are usuallyy employed to analyze, describe and understand consumer behaviour. Consumer behaviour does not only refer to the purchase of products, but also analyzes how services are used, how activities are practiced, how consumer experiences are lived, and how ideas are accepted or rejected.

The list of potential areas of interest is long, and includes, among many other topics, the evolution of the habits and attitudes of social media users; what, how and where consumers buy online; the evolution of television consumption in different media; the construction of ideological campaigns based on current events and conflicts, and so on.



Consumers also make decisions about people. For example, voting (or not) for a political candidate, following them on Twitter, visiting their website or blog, or deciding to buy a writer's books (acquisition), reading them (use) and sharing them with friends, listen to a radio talk show in which they participate, pay attention to the news about them, attend their book presentations, ask for an autograph, stop buying their books, or throwing them away, because they have expressed a certain political opinion in the media (waste)…



Analysis of consumer behavior answers basic questions such as what, how, when, where and why an offer is purchased, used and discarded. This knowledge of the consumer is essential to design marketing strategies and techniques: to segment the market, choose the target audience and positioning, create, disseminate and evaluate communication actions, set prices and promotions, develop customer services, design the products (attributes, name, packaging). On the other hand, the construction of the self-image and the influence of the self-concept and one's own social position on consumption habits and attitudes will be analyzed.



On the other hand, institutions use information on consumer behavior to develop public policies; consumer defense organizations, to carry out their demands; and there are also anti-consumer movements, to denounce ethical problems and propose alternatives.

GENERAL COMPETENCES



G001 - Acquiring knowledge and understand the meaning and relevance of theories, concepts and methodologies in the context of the (inter)disciplinary field of communication and especially advertising and public relations techniques.

G002 - Applying theories and methodological tools within different communicative processes and contexts.

G004 - Analyzing, interpreting, explaining and critically evaluating facts, social processes, texts and communicative projects.

G009 - Acquiring knowledge and experience of professional environments and routines in order to get closer to the working reality of the different professional profiles in the field of advertising and public relations that the market demands.

G010 - Searching, selecting, prioritizing and analyzing information and documentation in different sources, adapting its content to different forms and narrative strategies.



BASIC SKILLS



BS1 - That students have demonstrated knowledge and understanding within an area of study that is based on general secondary education, and is usually found at a level that, although supported by advanced textbooks, also includes some aspects that involve knowledge from the cutting edge of your field of study.

BS2 - That students know how to apply their knowledge to their work or vocation in a professional way and master the skills that are usually demonstrated through the elaboration and defense of arguments and the resolution of problems within their area of study

BS3 - That students have the ability to gather and interpret relevant data (normally within their area of study) to make judgments that include reflection on relevant issues of a social, scientific or ethical nature.

BS4 - That students can transmit information, ideas, problems and solutions to both a specialized and non-specialized audience

BS5 - That students have developed those learning skills necessary to undertake further studies with a high degree of autonomy



TRANSVERSAL COMPETENCES



TC5 - Information management and digital citizenship



SPECIFIC COMPETENCES



C4CC01 - Analyzing, contextualizing and interpreting, from an interdisciplinary perspective, consumer behavior and decision processes.

C4CC04 - Applying methodologies, techniques and procedures to the research, evaluation and marketing of advertising.

C4CC07 - Handling communication techniques and strategies useful for conflict resolution and planning internal and external communication services for public and private institutions and organizations.



LEARNING OUTCOMES



1st. To be able to apply the knowledge acquired and thereby understand the process involving purchase decisions.

2nd. To be able to understand and handle research techniques, instruments and methods with scientific rigor.

3rd. To know how to establish a critical analysis, relate concepts and methodology aimed at consumer research.

4th. To be able to make forecasts of the implications of research results.

5th. To develop skills for the presentation and communication of one's own research.



COMPETENCES OF THE DEGREE:



1. Applying concepts and theoretical models to describe forms of consumption of products/services/activities/ideas (Cross-disciplinary competence of the degree: G001 / Specific competence of 4th year: C4CC01).



Specifically:



1.1. Stages of the decision process

1.2. Psychological variables that determine the decision process

1.3. The influence of the environment on consumer behavior



2. Establish research objectives based on theory, determine and apply the methodology consistent with these objectives, organize the results based on the objectives (Transversal competence of the degree G002 / Specific competence of 4th year: C4CC04).



3. Make marketing recommendations based on research results (Specific competence of the degree: G008).



4. Communicate the results of the research in a clear and interesting way, in writing, orally and/or in audiovisual format (Specific competence of the degree: G005).

THEORETICAL TOPICS



1. Introduction to consumer behavior.



2. Psychological variables: motivation, perception, memory and attitudes.



3. The decision-making process: recognition of needs, search for information, evaluation, decision-making and post-decision processes.



4. Influence of the cultural environment on consumer behavior.





PRACTICAL ACTIVITIES



1. Design and execution of a research project on consumer behavior of a product/service/activity/brand category:



1.1. Elaboration of the theoretical framework



1.2. Goal Setting



1.3. Methodology. It may be qualitative (interview, group dynamics, observation) or quantitative (survey design, data collection) and will include a methodological design, information collection and analysis.



1.4. Writing the final research report and/or oral presentation.



2. In-class exercises: various practical exercises designed to apply the theoretical syllabus of the subject.

The students, organized in groups, will carry out a research project on the behavior of consumers of a product, service, brand or activity. This task will be developed through micro projects that will cover successive phases and will culminate in a final report of the global project.

• Continuous Assessment System
• Final Assessment System
• Tools and qualification percentages:
  • Team projects (problem solving, project design)) (%): 50
  • Written test (%): 50

a) Continuous evaluation system:



Written test (individually): 50% of the final grade

Research microprojects (in groups): 10%

Final report of the research process (group with individual sections): 40%



Each section must be passed independently in order to get an average of all scores.



Those students who wish to be evaluated through the continuous evaluation system must submit all practical exercises by the deadlines agreed upon in advance. Apart from this, they must attend at least 75% of the classes, both theoretical and practical. Exceptions justified due to major causes will be discussed with the teacher on a case-by-case basis at the beginning of the subject.



b) Final evaluation system for the ordinary test:



Students who, as appears in the Regulations relating to the evaluation of student learning, do not participate in the continuous evaluation system, will have 9 weeks to communicate their resignation from continuous evaluation through written form. They will thus take a final written exam to be developed on the official date published by the Faculty.



This final exam will count for 100% of the grade. It may consist of a theoretical part (50%) and a practical part (50%), depending on the instructions provided by the teacher at the beginning of the course.



In any case (continuous evaluation or final exam), students can withdraw from the call. If you have opted for continuous evaluation, you must resign within a period that, at least, will be up to one month before the end date of the teaching period for the subject. In that case, the qualification will be recorded as "not presented."



If you take the final exam, it is enough not to be present on the day indicated by the Faculty to waive the call, and your grade will be recorded as “not presented.”



This evaluation system will be applied both in person and remotely, if the situation demands it.

Those who take the extraordinary call must complete a final evaluation on the official date published by the Faculty. This exam will mean 100% of the final grade.



This evaluation system will be applied both in person and remotely, if the situation demands it.



Students who take the final test may waive the call: it is enough not to be present on the day indicated by the Faculty to waive the call, and the grade will be recorded as “not presented.”

- Readings recommended by the teacher.
- Theoretical and practical materials provided in class.
- For the group project: a personal computer.

Basic bibliography

Castañeda, A. (2020). Kontsumoaren Psikosoziologia eta Marketina. Kontsumoaren barrunbetan zehar. Bilbao. UPV/EHU Euskal Herriko Unibertsitateko Argitalpen Zerbitzua.



Hoyer, W.D.; MacInnis, D.J. (2010). Comportamiento del consumidor. Ed. Cengage Learning.



Kotler, P; Armstrong G. Marketinaren Oinarriak (2014). Bilbao. Deustuko Unibertsitatea.

In-depth bibliography

Alonso Rivas, J; Grande Esteban I. (2015) Comportamiento del consumidor: Decisiones y estrategia de marketing. ESIC. Madrid

Bermejo, J. (Coord) (2005). Publicidad y cambio social. Contribuciones históricas y perspectivas de futuro. Sevilla. Comunicación Social.

Brakus, J.J.; Schmit, B.H.; Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty?. Journal of Marketing, 73, 52-68.

Crockett, D. (2017). Paths to Respectability: Consumption and Stigma Management in the Contemporary Black Middle Class. Journal of Consumer Research, 44(3), 554–581.

Gil V. y Romero, F. (2008). Crossumer. Claves para entender al consumidor español de nueva generación. Barcelona. Gestión 2000

Girón M. G. (2009). Secretos de lujo. LID editorial empresarial. Madrid

Haire, M. (1950). Projective techniques in marketing research. Journal of Marketing, vol. XIV, nº 5, pp. 649-656.

Keller, K.L. (2008). Administración estratégica de marca. Pearson Educación.

Lenderman, Max y Sánchez, Raul. (2010). Marketing experiencial. La revolución de las marcas. ESIC. Madrid.

León, J.L. eta Olabarri, E. (1996) Conducta del consumidor y marketing. Bilbao. Deusto ediciones.

López, Anna. (2011). Coolhunting digital: a la caza de las últimas tendencias. Anaya editorial.

Martinez, P. (2008). Cualitaivamente. Los secretos de la investigación cualitativa. Madrid. ESIC

Medina, A. (2010) Bye, Bye Marketing: Del poder del mercado al poder del consumidor. Pirámide. Madrid.

Solomon, M.R. (2008) Comportamiento del consumidor. Pearson Educación. México.

Thomas J. Reynolds y J. C. Olson (eds.), Understanding consumer decision making. The means-end approach to marketing and advertising strategy, Lawrence Erlbaum, 2001.

Torelli, C. J., & Ahluwalia, R. (2012). Extending Culturally Symbolic Brands: A Blessing or a Curse? ournal of Consumer Research, 38(5), 933-947.

Journals

Journal of Consumer Research. Published by the Associacion for Consumer Research.

Advances in Consumer Research. Proceedings of the yearly conference of the Association for Consumer Research.

ESIC Market. Published by the ESIC publishing house.

Cuestiones Publicitarias. Revista internacional de Comunicación y Publicidad. University of Seville.

Investigación y Marketing. Barcelona. Published by the Spanish Association of market studies, marketing and opinion.

Web addresses

http://www.acrwebsite.org The Association for Consumer Research
http://tcanalysis.com The Cocktail Analysis
http://101.es/ 101 Cientouno Agencia de publicidad
http://www.wharton.universia.net/ Universia Knowledge Wharton
http://www.marketingnews.es Anuncios. Diario del marketing.
http://trendwatching.com/
http://www.aedemo.es/
http://www.kontsumobide.euskadi.eus/
http://www.aef.com/
http://www.consumehastamorir.org/
http://www.consumocolaborativo.com/
http://storyofstuff.org/
http://www.ethicalconsumer.org/printmagazine.aspx
https://www.edx.org/