Consumer Behaviour

General

• Code: 405
• Semester: 4th
• Study Level: Undergraduate
• Course type: Special Background
• Teaching and exams language: Greek (English for Erasmus students)
• The course is offered to Erasmus students
• Teaching Methods (Hours/Week): Theory (3)
• ECTS Units: 5
• Course homepage: https://elearning.cm.ihu.gr/course/view.php?id=721
• Instructors: Tsourela Maria
• Class Schedule:
  • Thu 11:00 - 14:00: Αμφιθέατρο 2
• Exams Schedule:
  • 25/06/2024, 11:00 - 13:00:

Course Contents

• Basic concepts of consumer behavior.
• Consumer perception and learning.
• Consumer attitudes.
• Cultural, social, demographic factors and consumer behavior.
• Personality, values, self-image and lifestyle.
• Purchase decision making process.
• Linking consumer behavior to marketing.
• Theory and methods of consumer market segmentation.
• Discrete choice analysis in consumer behavior.
• Post-purchase behavior.
• Innovation and consumer behavior.
• Consumer satisfaction indicators.
• Consumer protection.
• Psychology and consumer behavior.
• Case studies.

Educational Goals

The course is a basic course in the concept of consumer behavior. The course material aims to introduce and expose students to the strategic implications of the psychological and social influences that the consumer receives during the decision-making process. It includes topics related to decision making, information processing, perceptions, product brand attachment, product involvement, measuring and changing attitudes, interpersonal influences on consumer behavior, models of consumer behavior, and applications to market segmentation, positioning, and product placement. Finally, the aim of the course is to create a theoretical outline of consumer behavior and to understand the consumer through applications of the theoretical background that governs it.

Upon successful completion of this module, the student will be able:

• To recognize both the general subject and the methods surrounding consumer behavior.
• To identify the theoretical concepts related to the psychology of the consumer.
• To determine the market segmentation criteria.
• To explain and analyze the process of consumer perception and learning.
• To measure the effects of searching and evaluating available options on preference formation.
• To examine decision-making patterns and recognize differences in the purchasing process based on different consumer patterns.
• Understand the ways in which marketing strategies influence consumer behavior.

General Skills

to be filled

Teaching Methods

• Face to face.

Use of ICT means

• Online guidance.
• Slides Projection in the classroom.
• Use of E-mail and onlne communication systems.
• Use of e-learning system (moodle).

Teaching Organization

Students Evaluation

to be filled

Recommended Bibliography

1. Solomon M., Συμπεριφορά Καταναλωτή, Εκδόσεις Tziola, 2018.
2. Μπάλτας Γ., Παπασταθοπούλου Π., Συμπεριφορά Καταναλωτή: Αρχές‐ Στρατηγικές‐Εφαρμογές, Rosili, Αθήνα,2013.
3. Σιώμκος Γ., Συμπεριφορά Καταναλωτή και Στρατηγική Μάρκετινγκ, Εκδόσεις Σταμούλη, Αθήνα, 2011.

Related Research Journals

1. Journal of Consumer Research.
2. Journal of Consumer Marketing – Emerald.
3. International Marketing Review ‐ Emerald.
4. International Journal of Consumer Studies – Wiley.
5. Journal of Consumer Behaviour – Wiley.
6. Journal of Consumer Psychology – Elsevier.