Consumer’s Behavior

General

• Code: TABO-99-Θ9
• Semester: 9th
• Study Level: Undergraduate
• Course type: Skills Development
• Teaching and exams language: Greek (English for Erasmus students)
• The course is offered to Erasmus students
• Teaching Methods (Hours/Week): Lectures (3)
• ECTS Units: 4
• Class Schedule:
  • Mon 12:00 - 15:00:

Course Contents

• BASIC CONCEPTS OF CONSUMER BEHAVIOR
• CONSUMER PERCEPTION, LEARNING, ATTITUDE AND BEHAVIOR
• CULTURAL, SOCIAL, DEMOGRAPHIC FACTORS AND CONSUMER BEHAVIOR
• PROCEDURE FOR MAKING PURCHASE DECISIONS
• CONSUMER BEHAVIOR AND THE MARKETING MIX
• THEORY AND METHODS OF CONSUMER MARKET BREAKDOWN
• ANALYSIS OF DISTINCT CHOICES IN CONSUMER BEHAVIOR
• POST-PURCHASE CONSUMER BEHAVIOR
• CONSUMER SATISFACTION
• INNOVATION AND CONSUMER BEHAVIOR
• CONSUMER PROTECTION
• CONSUMER BEHAVIOR IN
  • RETAIL TRADE
  • IN TOURISM SERVICES

Educational Goals

The purpose of the course is to introduce students to the basic concepts of Consumer Behavior, as well as to familiarize them with the use of techniques and tools for implementation of these. The course is offered at undergraduate level and in accordance with the European Framework Vocational Qualifications for Lifelong Learning (VET) refers to level 6 qualifications. At this level the learning outcomes aim to:

• in the acquisition of advanced knowledge in a field of work or study, which involves a critical understanding of theories and principles,
• in the development of advanced skills and proven craftsmanship/innovation to solve complex and unpredictable problems in a specialized field of work or study,
• in the development of professional skills related to the management of complex techniques or activities or work plans, taking responsibility for decision-making in unpredictable work or study environments. In addition to being able to take responsibility for managing the professional development of individuals and teams.

Based on the above, upon successful completion of the course, students are expected to have:

Knowledge so that they can:

• Understand the importance of studying consumer behavior in a competitive market and how consumer behavior can it is within a broader context of marketing and business strategy.
• Understand the mechanism by which they perceive and shape consumer attitudes.
• Recognize how different groups of consumers make decisions.
• They choose through critical and analytical thinking the qualitative-quantitative methods for measuring consumer behavior.
• Recognize and describe points that can be improved in business functions of customer service and satisfaction.
• They choose through critical and analytical thinking specific methods of product development and market segmentation.

Skills to be able to:

• They harmonize the marketing strategy with the behavior of consumers in the markets they will serve.
• They examine the influence of a series of factors (external and internal) that influence the consumer decision.
• Analyze and evaluate the effectiveness of marketing strategies to consumers.

Skills to be able to:

• Increase consumer satisfaction through traditional and innovative actions.
• Make complex decisions even in unpredictable environments for strategy and marketing programs in consumer markets.
• Cooperate, coordinate and control the company executives involved so that the planned strategies are implemented correctly marketing.

General Skills

• Search, analysis and synthesis of data and information, using the necessary technologies.
• Adaptation to new situations.
• Decision making.
• Autonomous or Group work.
• Work in an international environment.
• Respect for diversity and multiculturalism.
• Exercise criticism and self-criticism.
• Promotion of free, creative and inductive thinking.

Teaching Methods

• In the classroom, face to face.

Use of ICT means

• Basic software (windows, word, power point, the web, etc.).
• Support of learning process through the electronic platform / e-class.

Teaching Organization

Students Evaluation

I. Written final exam (70%) which includes:

• Multiple choice questions.
• Analysis of roles and stakeholders in a short case study.
• Solving problems related to the subject of the course.
• Comparative evaluation of theory elements .

II. Individual or Group Work (30%):

• The purpose of the work is to check the skills developed by the students in tools and services related to consumer behaviour and the their ability to plan and implement a project in groups or independently.

Recommended Bibliography

1. Μπάλτας Γ., Παπασταθοπούλου Π., Συμπεριφορά Καταναλωτή: Αρχές‐ Στρατηγικές‐Εφαρμογές, Rosili, Αθήνα,2013.
2. Σιώμκος Γ., Συμπεριφορά Καταναλωτή και Στρατηγική Μάρκετινγκ, Εκδόσεις Σταμούλη, Αθήνα,2011 Μαγνήσαλης, Κ. Η Συμπεριφορά του Καταναλωτή Εκδόσεις Interbooks, Αθήνα,1997.

Related Research Journals

1. Journal of Consumer Marketing – Emerald International Marketing Review ‐ Emerald.
2. International Journal of Consumer Studies – Wiley Journal of Consumer Behaviour–Wiley.