This course aims to outline the importance of understanding consumer behaviours in order to develop appropriate managerial strategies. Specific information about how consumers choose, buy, and dispose of products or services help organizations to properly define their core markets and to identify threats and opportunities for their products and services. Hence, the great importance of appropriately analysing potential consumers, identifying their needs and wishes in order to properly offer customized solutions and to be able to successfully innovate. To understand consumers and why they make the choices they do is fundamental to investigating a broad range of human responses, including affective (feelings), cognitive (thoughts), and behavioural (actions) responses. In the present course, we will try to cover some of the most significant offline and online data sources that may help managers to engage in valuable and well-grounded decision-making practices.
5 ECTs / Semester / English