Consumer Behaviour

Subject

Consumer Behavior is a course concerning the processes involved when people acquire, use, and dispose of goods, services, ideas and activities.  This course examines the marketing implications of the psychological, sociocultural and decision-making factors that impact consumer behavior. Successful marketing requires identifying  and serving the needs and wants of customers.  For firms marketing to end-users, a clear understanding of consumer behavior is essential.  This course introduces concepts and theories that can help marketing managers better understand their customers and develop appropriate strategies for serving their needs.

Content:

• IntroductiontoConsumerBehaviour
• Modelsofconsumerbehavior
• Involvement
• Consumers’ Perceptions
• Social Groups – Culture and subcultures – The role of family
• Demographics and psychographics
• Diffusion of Innovation
• Situational  effects
• Attitudes
• Organizational buying behavior

Educational Aims

Upon successful completion of this course students will be able to: 

• To understand the major individual psychological influences on consumer behavior.
• To learn the steps and concepts related to the consumer decision-making process.
• To learn how various individuals, groups, and environmental factors influence consumer behavior.
• To understand the role of cultural influences on consumer behavior.
• To apply consumer behavior concepts and theory to marketing management situations. 

Student Evaluation

It is based on the marks achieved in the written exams taken at the end of the term. However students can gain extra points by working on assignments given to them during semester. This is not compulsory, but can significantly contribute to the finally achieved degree.

Bibliography

• Μπάλτας Γεώργιος και Παπασταθοπούλου Πολίνα, (2013), Συμπεριφορά Καταναλωτή, Εκδόσεις Rosili, Αθήνα, (in Greek).  
• Αυλωνίτης Γεώργιος, Δημητριάδης Σέργιος, Ήντουνας Κωνσταντίνος, (2014), Στρατηγικό Βιομηχανικό (Β2Β) Μάρκετινγκ, Εκδόσεις Rosili, Αθήνα, (in Greek).
• Πανηγυράκης Γεώργιος (2003), Στρατηγική Διοίκηση Επωνύμου Προϊόντος, Εκδόσεις Σταμούλη, Αθήνα, (in Greek).
• Σιώμκος Γεώργιος, (2002),Συμπεριφορά Καταναλωτή και Στρατηγική Μάρκετινγκ, Εκδόσεις Σταμούλη, Αθήνα, (in Greek).
• Martin Evans, Gordon Foxall and Ahmad Jamal, (2009), Consumer Behaviour, John Wiley and Sons Ltd.
• Michael R. Solomon, Gary J. Bamossy and  Soren Askegaard, (2007), Consumer Behaviour, Pearson Education Limited.