Students will develop knowledge and skills to carry out empirical research in the analysis of consumers' behaviour with a theory-based approach.
Propaedeutic courses are not formally required, but students should have a minimum knowledge of statistics (mean, median, standard deviation) and of the foundations of economics (supply and demand, market, food consumption).
Course unit content
The course focuses on fundamental theoretical analysis of consumer behavior, and the application of these theories to real case studies. Methods for the collection and analysis of data will be explained. The course will also pay attention to the link between these phases and the background theoretical framework.
• Appreciate, evaluate, summarize and discuss complex issues on the psycho-social of food choice and eating behaviour, taking different perspectives on these issues
• Description and analysis of different models of food choice and behaviour (e.g. the Theory of Planned Behaviour)
• Design and program simple questionnaires and experimental tasks related to food choice
• Analysis of dataset using statistical software (e.g. Excel, SPSS, R, etc.)
Selected readings and slides.
- Mazzocchi M. (2008). Statistics for Marketing and Consumer Research. SAGE.
- Shepherd R., Raats M. (2006). The Psychology of Food Choice. CABI.
Lectures and exercises by using PC and statistical softwares.
Assessment methods and criteria
Group/single assignment and oral examination.
The knowledge to be evaluated concerns 1) the understanding of the theoretical aspects of the analysis of consumer behavior, and 2) the application of the analysis to the case study.
The criteria used to evaluate students are: group/single assignment 0.4 of the grade, orale exam 0.6 of the grade.