In the present, the evolutionary and vertiginous life in all or almost all fields of human activity, causes the disappearance of its sense of social belonging, by becoming independent, given the real possibility of being individual, because society is no longer  that sum of individualities.

"Liquid modernity" focuses on the reflection of how man is immersed in a consumerist society, which seeks more and more faster satisfaction, given the conditions of expiration of the products offered like food products, such are the cases of the fashion collections, the newest technology, which today is and tomorrow will cease to be, the belief that this need for shopping is caused by the desperate search for membership of the elite group, which guides the directions of society capitalist-consumerist, It will end up unfailingly into the networks of consumerism, its identity will not be enough to save it from being part of the synoptic society, however, there is still subtly, a clear difference between, the number one enemy of society, "The individual" who is inclined to seek its welfare.

Students are provided with the necessary tools that allow them to understand the importance of understanding consumers in the creation of a marketing strategy. Instruct them to understand why people behave in the way they do, in order to identify their needs, in order to meet them and to apply the purest concept of marketing. The most relevant aspects of user, consumer and buyer behavior are known so that thanks to this we can predict their behavior and better satisfy their wishes and needs. The application of knowledge is carried out in this subject through an institutional study.

.- Acquire and apply the knowledge that allows students to understand all the behavioral variables involved in the purchase-use or consumption process of individuals.

.- Generate and develop a mentality of constant research on the decision process in the consumer-user which allows constant business improvement.

Part 1. An Introduction to Consumer Behavior.

Part 2.  The Psychological Core

Part 3. The process of making Decisions.

Part 4. The consumer’s culture

Part 5. Consumer Behavior outcomes and Issues.

Part 1. An Introduction to Consumer Behavior.

Chapter 1. Understanding Consumer Behavior

Part 2.  The Psychological Core

Chapter 2. Motivation, Ability and Oppurtunity

Chapter 3. From exposure to comprehension.

Chapter 4. Memory and Knowledge

Chapter 5. Attitudes based on High Effort

Chapter 6. Attitudes based on Low Effort.

Part 3. The process of making Decisions.

Chapter 7. Problem recognition and Information Search.

Chapter 8. Judgement and Decision making based on highg effort.

Chapter 9. Judgement and decision making based on low effort.

Chapter 10. Post Decision Making processes.

Part 4. The consumer’s culture

Chapter 11. Social Influences on Consumer Behavior.

Chapter 12. Consumer Diversity.

Chapter 13. Household and social class influences.

Chapter 14. Psychographics: Values, Personality and Lifestyles.

Part 5. Consumer Behavior outcomes and Issues.

Chapter 15. Innovations: Adoption, resistance and Difusion.

Chapter 16. Symbolic Consumer behavior.

Chapter 17. Marketing, ethics, and social responsibility in today’s consumer society.

Traditional, conference type, Individuals presentations, Internet, Case studies, Previous reading,topics Discussion, Exercise resolution, Research papers,essays, Teacher exhibition, Student exhibition, power point, multimedia, blackboard, Computer, Exercises Internships, Slides, Movies, Audiovisual, Textbooks, Reading special publications.

Exams: 40%

Final Project: 30%

Reading reports and extra activities: 30%

TOTAL: 100%

Classes start: Tuesday, January 16, 2024. 

Extracurricular activities: Marketing and International Business Week (NEGOMARKET) from May 6 to 11, 2024. 

Attendance at 80% of the classes for the regular period, deadline to capture grades: Thursday, May 23, 2024.

Attendance at 60% of the classes for the extraordinary period, deadline to capture grades: Monday, May 27, 2024.

Spring Break: Monday, March 25 to Sunday, April 7, 2024.

Summer Vacation: Wednesday, July 17 to Sunday, August 4, 2024.

Libro

Comportamiento del Consumidor

Hoyer/Macinnis (2010) Cengage No. Ed 5ta

ISBN:

Libro

COMPORTAMIENTO DEL CONSUMIDOR.

Schiffman, Leon G., Lazar Kanu (2005) Pearson education No. Ed 8a

ISBN: 907-26-0596-2

Libro

COMPORTAMIENTO DEL CONSUMIDOR.

Solomon, Michael R. (2013) Pearson No. Ed 7a

ISBN: 9786073217101

Libro

CONDUCTA DEL CONSUMIDOR. ESTRATEGIAS Y TÁCTICAS APLICADAS AL MARKETING

Rivera Camino, Jaime., Arellan (2009) ESIC No. Ed 2a

ISBN: 978-84-7356-593-6

Libro

EXPERIENCIAS Y CASOS DE COMPORTAMIENTO DEL CONSUMIDOR

Ruiz de Maya, Salvador., Alons (1a) 1a No. Ed 2001

ISBN: 9788473562652

Libro

Consumer behavior: Building marketing strategy.

Hawkins, Del I. (2004) Mcgraw-Hill No. Ed 11a

ISBN: 9780077294106

Libro

CONSUMER BEHAVIOR AND MARKETING STRATEGY

Peter, J. Paul (7a) Mcgraw-Hill No. Ed 2005

ISBN: 978-0071111775

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This program was evaluated and reviewed online by professors of the Academy 
of Market Research and Development on january 12, 2024, CUCEA (Zapopan, Jalisco).

This program was reviewed and evaluated by the professors of the Colegio
 Departamental assigned to the Department of Marketing and International 
Business (CUCEA) at University of Guadalajara on january 12, 2024.