Consumer Behavior

Brief Description

This course focuses on studying the factors that influence consumers' purchasing decisions and behaviors, which are essential for understanding their motivations and needs. Additionally, mega and macro trends in society and consumer behavior will be analyzed, addressing methods and strategies to anticipate disruptions and foster innovation. Students will learn to analyze qualitative and quantitative data to create a comprehensive picture of different consumer groups, understand their behavior, and develop innovative strategies.

Significant social changes, mega trends, and climate change are putting pressure on the hospitality sector; competition in this industry is intense, and consumers are increasingly demanding. Understanding consumer behavior is vital to remain competitive and anticipate customer expectations by leveraging psychological factors such as service personalization and emotional connection. Hotels must adapt to social changes, such as the need to reduce carbon footprints, tensions between tourists and locals, and issues related to climate change.

The final reflection will lead students to consider how to attract and retain customers with the collected information, what practices to implement to generate loyalty and differentiation in a saturated market while remaining sustainable in their choices.