The main purpose of the Master Program in Consumer Behavior (MPCC) is to train professionals capable of understanding the role of consumption and consumers in contemporary society, highlighting their social and cultural foundations with the aim of contributing to the increase of the competitiveness of organizations and improvement of collective well-being.
There are two specific objectives:
- Develop skills in interpreting, analyzing and evaluating consumer decisions.
- To promote the verticalization of knowledge about marketing / consumption relations aimed at preparing professionals to work in the areas of marketing and consumption with the application of knowledge in market situations as well as in research.
Area of concentration: consumer behavior
Consumer Behavior is a cut of the administration area that is concerned with issues arising from marketing, especially with regard to the consumer. This involves applied conceptual and methodological issues related to consumer study, cultural, social, economic, political and demographic characteristics that impact consumption practices.
This line of research investigates individuals, groups and organizations and their manifestations of consumption to understand how they choose, buy, use and discard goods, services, ideas and experiences. It includes studies on the various roles actors have as well as their social, economic, and political facets.
It involves studies and research that include ways of obtaining information, its use and application in the understanding of how individuals constitute themselves as consumers and the market as a consumer scenario, allowing the insights to be gained about buying and consumption situations.