Consumer Behavior: Brazilian Perspective and Latin America Insights

Knowledge of consumers’ buying-choices is central to understand how to market a product and succeed in selling it. In this program, we will explore consumer’s behavior across several domains – from the cognitive biases that impact our daily decisions, to the influence exerted by our peers on our behavior, to bombarding advertisement campaigns changing our preferences. In the large spectrum of influences, even public policy and government intervention can shape our behavior. In addition, culture’s influence on consumer behavior is also profound, and if misunderstood or taken lightly, might affect negatively how a product performs in the new cultural market and lead to its demise. As businesses are expanding, tapping into newer and wider territories, and operating in more than one country, taking into account different cultures and institutional background is crucial for success.

Therefore, in this program we will expose and discuss frameworks and contributions from the behavioral sciences that will unveil and help to understand consumer behavior. We will also bring into discussion consumer’s value and limitations.  We will apply these frameworks to envision, develop, and evaluate novelty marketing strategies to secure and consolidate a standing position in new market configurations. We will focus primarily on the Brazilian and Latin American industries, vis-à-vis the global industry and worldwide examples.