Course Information
FacultySocial and Economic Sciences
Cycle / Level1st / Undergraduate
Teaching PeriodWinter
CoordinatorKostoula Margariti
Course ID100000722

Class Information
Academic Year2017 – 2018
Class PeriodWinter
Instructors from Other Categories
Weekly Hours3
Class ID
Course Type 2016-2020
  • Background
  • Scientific Area
Course Type 2011-2015
Specific Foundation / Core
Mode of Delivery
  • Face to face
Digital Course Content
Language of Instruction
  • Greek (Instruction, Examination)
Learning Outcomes
This course aims to introduce students in the scientific field of Consumer Behaviour (CB). Lectures of this course stress the how and the why of consumers' behaviour as well as the importance of CB in the field of Marketing. In adittion, there will be an attempt to analyse the importance of consumers needs and wants, their decision-making process and the factors that influence this process. Students are called to understand the factors that influence consumers' behaviour, through the lenses of a psychological, social and behavioural approach.
General Competences
  • Apply knowledge in practice
  • Retrieve, analyse and synthesise data and information, with the use of necessary technologies
  • Adapt to new situations
  • Make decisions
  • Work in teams
  • Work in an international context
  • Work in an interdisciplinary team
  • Generate new research ideas
Course Content (Syllabus)
This course explores and analyses individuals as consumers. The emphasis is given to economic, social and psychological influences that take place during the process of consumers' decision making. During this course the emphasis is given to the following issues: (i) Consumers' Decision-Making Process, (ii) Consumers' Information Process, (iii) Consumers' Perception, (iv) The involvment of consumer in the buying process, (v) The Measurement and Attitude Change, (vi) The interpersonal influences on consumer behaviour, (vii) The formation model of consumer behaviour, (viii) The applications of Market Segmentation, and (ix) The applications of Product Positioning.
The process of Decision-Making, Perception, Involvement, Product Positioning
Educational Material Types
  • Slide presentations
  • Podcast
  • Book
Use of Information and Communication Technologies
Use of ICT
  • Use of ICT in Course Teaching
  • Use of ICT in Communication with Students
Course Organization
Reading Assigment
Student Assessment
Written exams and preparation of an optional assignment.
Student Assessment methods
  • Written Exam with Short Answer Questions (Summative)
  • Written Exam with Extended Answer Questions (Summative)
  • Written Assignment (Formative)
Course Bibliography (Eudoxus)
Σιώμκος, Γ. Ι. (2011), Συμπεριφορά Καταναλωτή και Στρατηγική Μάρκετινγκ, 3η έκδοση, Εκδόσεις Σταμούλη Α.Ε., Αθήνα. Evans, M., Jamal, Α. & Foxall, G. (2009). "Consumer Behaviour", Second Edition, John Wiley & Sons, United Kingdom.
Additional bibliography for study
Μπάλτας, Γ. & Παπασταθοπούλου, Π. (2003). Συμπεριφορά Καταναλωτή, Αρχές- Στρατηγικές – Εφαρμογές, Εκδόσεις Rosili, Αθήνα. Hawkins, D., Best, J. R., Coney, A, K.,(2009). “Consumer Behavior: Building Marketing Strategy”, Eleventh edition, McGraw-Hill/Irwin, New York. Foxall, G. R, Goldsmith, E. R & Brown, S, (1998). “Consumer Psychology of Marketing”, Second edition, Thomson, United Kingdom. Solomon, M., (2007), “Consumer Behavior: Buying, Having and Being”, Fifth edition, Prentice Hall, USA.
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