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Facoltą di Scienze Agrarie e Alimentari Universitą degli Studi di Milano
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Food marketing and consumer behavior
Codice: K070F-
Docente:  Stefanella Stranieri
Anno di corso: 
Quadrimestre/semestre: 
CFU: 
Articolazione dei CFU: Lezioni frontali: 6
Obiettivi formativi:  The course aims at exploring the ways in which consumers behave when they buy food products and the main economic problems
raised by marketing and consumer policy.
Competenze acquisite:  Students shoud develop competences on the main mechanisms of consumer decisio-making process and of the strategic instruments to market food products.
Sintesi del programma:  The programme concentrates on the patterns of consumer purchasing that are observed in market economies by analyzing the research that has deepened our understanding of consumer decision-making in the food sector. The last part of the programme concentrates on consumer response to market intervention and it analyses research findings on price, promotion, advertising and word of mouth.
Programma:  Introduction to the course
- The dimension of marketing
- What is consumer behaviour?
- The links between marketing and consumer behaviour
The main concepts of marketing
- The marketing management
- The marketing management of European food SMEs
- The marketing mix in the food sector
Concepts of consumer behaviour
- Predicting and explaining behaviour
- Information processing and decision-making
The cognitive models: the Theory of Planned Behaviour(TPB)
- TPB and food choices
Market response
- Consumer response to price and sales promotions
- The retail context
- The response to advertising
- Consumer response to product labelled information
- Food product innovation and consumer behaviour
- Sustainability and consumer behaviour
Prerequisiti:  Info non disponibile
Propedeuticitą:  Info non disponibile
Materiale didattico:  Consumer Behaviour: Applications in Marketing , di Robert East, Malcolm Wright, Marc Vanhuele, SAGE.

Additional Readings: papers and additional readings are provided by the lecturer
Modalità d'esame e altre info:  Info non disponibile
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Programma di Food marketing and consumer behavior (versione in pdf)
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