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.
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
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.