Consumer Behavior for Market Research

Understanding the attitudes, motivations, and behaviors of current and/or potential customers is the basis for defining and implementing a successful marketing strategy. A specific focus is put on the understanding of consumer biases when it comes to adopting sustainable options/behaviors and on the evaluation and analyses of these biases with market research tools. In this perspective, the course provides theoretical elements and methods of data collection and analysis to better understand consumer behavior - particularly on the basis of disciplines such as psychology, sociology, statistics - and allows the link with marketing practice. It therefore includes many theoretical and practical elements. In particular, the theories covered will enable students to develop hypotheses that can be tested using market research tools. This course should enable students to better understand the dynamics of consumer behavior and to adopt, as a marketing manager, a "consumer-oriented" vision with a focus on promoting more sustainable consumption.