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Consumer Behaviour 2017/2018

  • 4 ECTS
  • Taught in Portuguese
  • Continuous Assessment


It is fundamental to analyze consumer / customer behavior before, during and after the acquisition of a tourism product or service and to assess the degree of influence among stakeholders. The "new" consumer of tourism, influenced by the resources, characteristics and needs of the new economy, has shown evident changes of behavior that generate direct modifications in the tourist offer. Companies are increasingly being transformed from a structured model to a more fluid model, focusing on their core skills. Any tourism professionals need to be aware of market movements and trends in the sector, taking advantage of the opportunities in the surrounding. They guide entrepreneurs by pointing the directions to be followed and provide insights for entrepreneurs to grow their business. In this framework it becomes crucial to study consumer behavior in the hospitality industry.

Recommended Prerequisites

Knowledge of Marketing, Management, Hospitality

Teaching Metodology

In the classes will be used, above all, the exhibition-active method, using examples
practices associated with real situations;
Students are expected to have proactive participation and reflection, and to develop an integrated project that includes the collection and analysis of information on the
consumer, in order to allow articulation and conceptual application to real situations;
2. Continuous Evaluation
The evaluation will be composed of three moments:
a) the execution of a group work project (40%)
b) implementation of an individual practical case (40%)
c) Participation in class (20%)

Body of Work

1. Introduction to consumer behavior
1.1 The importance of Consumer Behavior
2. Turism Behavior and Tourist Markets
3. Consumer Behavior
3.1 Factors of Influence
3.1.1 Social and Cultural Factors
- Culture, Subculture and Reference Groups
3.1.2 Pychological and Situational Factors
- Perceotion
- Motivvation
- Emotions
- Learning
- Memories
- beliefs and attitudes
4. Decision Making Process
5. Methodologies for evaluating Consumer Behavior
5.1 Quantitative and Qualitative Methodologies
5.2. Neuromarketing
6. Consumption Trends
6.1. The new Consumers

Recommended Bibliography

Filipe, Hugo; Filipe, Ferrão, “Perception of the Client with the Flight on Airplanes Without Windows” or “Would You Fly in a Windowless Airplane? A Neuro Psychology Study”. 2nd World Conference on Psychology Sciences, University of Chicago, Agosto de 2015.
Holbrook, M.; Beatty, S.; Raghubir, P. & Woodside, A. (2008). Consumer Behavior: How Humans Think, Feel, and Act in the Marketplace. Open Mentis Publishing Company.
Cincinnati, E.U.A.
Lindstrom, M. (2009) Buy.Ology – A Ciência do Neuromarketing. Gestãoplus Editora – Bertrand Editora, Ld.ª, Lisboa, Portugal.
Solomon, M. (2016). O comportamento do consumidor: comprando, possuindo e sendo. 11.ª ed.. Porto Alegre : Bookman.

Complementary Bibliography

Weekly Planning

- Theoretical-practical classes with presentation of real cases

Demonstration of the syllabus coherence with the curricular unit's objectives

Given that the proposed objectives balance the fundamental theories of Consumer Behavior associated with tourism organizations and the practical application of contents in the field of concepts, the methodology adopted fulfills these purposes. Transversal at all times of teaching is the research approach, evident in the group project to be built along the course, which is understood to constitute fundamental competence of the future degree in Hospitality.

Demonstration of the teaching methodologies coherence with the curricular unit's objectives

At the end of the semester, students are expected to perceive consumer trends and consumer and tourist behavior.

relevant generic skillimproved?assessed?
Achieving practical application of theoretical knowledge  
Adapting to new situations  
Analytical and synthetic skills  
Balanced decision making  
Commitment to effectiveness  
Ethical and responsible behaviour  
Event organization, planning and management  
Information and learning management  
Initiative and entrepreneurship capability  
Problem Analysis and Assessment  
Relating to others  
Research skills  
Written and verbal communications skills  
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