Introduction to Consumer Behavior: Concept, Research Methods, Associated Branches, Relationship to Marketing.
External influences of consumer behavior: demographic and social characteristics, values, culture, reference groups, opinion leaders.
Internal processes: information processing, perception, learning, memory, motivation, self-image, personality, lifestyle, attitudes, feelings.
Theory and methods of segmentation of the consumer market.
Purchasing decisions:
Stages of purchasing decisions,
Types of purchasing decisions,
Consumer involvement and purchasing decisions.
Post-buying behavior.
Consumer protection: consumer protection policy,
State organizations
Consumer protection associations,
Regulatory frameworks and legislation.
A combination of teaching and learning methods will be used, aiming at the active participation of the students and the practical application of the thematic units under examination; there will also be lectures using audiovisual media, discussions, and analyses of case studies on real business issues, experiential (group) activities, as well as projections of relevant videos.
The students will also undertake an individual or group project.
Furthermore, articles, audiovisual lecture materials, web links/addresses, useful information, case studies and exercises for further practice are posted in digital form on the AUA Open e-Class platform.
The aim of the course is:
Consumer Behavior deals with the process through which individuals or groups of individuals seek, choose and purchase, use and evaluate products and services to meet their needs and desires.
The aim of the course is to understand the subject and the methods of this scientific field and to get acquainted with the classical and contemporary theoretical and empirical approaches to the study of consumer behavior and their importance for the development of effective marketing strategies.
Upon successful completion of the course, the student will be able to:
- Be aware of the subject and methods of consumer behavior.
- Be able to evaluate different theoretical and empirical approaches.
- Understand, in particular, the processes through which consumers are looking for and assessing available choices and shaping their preferences.
- Understand the importance of consumer behavior in designing effective marketing actions.
- Understand the ways in which marketing strategies affect consumer behavior
Suggested Bibliography in Greek Language:
Μπάλτας, Γ. και Παπασταθοπούλου, Π. (2013). Συμπεριφορά Καταναλωτή, Εκδόσεις Rosili.
Σιώμκος, Γ. (2011). Συμπεριφορά Καταναλωτή και Στρατηγική Μάρκετινγκ, Εκδόσεις Σταμούλη.
Solomon, M. R. (2016). Συμπεριφορά Καταναλωτή: Αγοράζοντας, Έχοντας και Ζώντας, Εκδόσεις Τζιόλα.
Suggested Bibliography in English Language:
Haugtvedt, C. P., Herr, P. M., & Kardes, F. R. (Eds) (2008). Handbook of Consumer Psychology, NY: Taylor and Francis.
Hoyer, W., D., & MacInnis, D. J. (2010). Consumer Behavior, 5th Edition. Mason, OH: South-Western.
Related academic Journals:
Journal of Customer Behaviour
Journal of Consumer Behaviour
Consumer Behavior and Culture
Instructor's Notes
