{"id":2887,"date":"2023-06-05T18:35:21","date_gmt":"2023-06-05T15:35:21","guid":{"rendered":"https:\/\/www.ba.ihu.gr\/?post_type=course&#038;p=2887"},"modified":"2023-09-28T10:39:57","modified_gmt":"2023-09-28T07:39:57","slug":"405","status":"publish","type":"course","link":"https:\/\/www.ba.ihu.gr\/en\/courses\/405\/","title":{"rendered":"Consumer Behaviour"},"author":6,"template":"","meta":[],"semester":[37],"course_type":[13],"acf":{"code":"405","semester":[37],"level":"1","teaching_activities":{"activity_1":{"description":"Theory","weekly_hrs":3,"ects":5},"activity_2":{"description":"","weekly_hrs":"","ects":""},"activity_3":{"description":"","weekly_hrs":"","ects":""},"activity_4":{"description":"","weekly_hrs":"","ects":""},"activity_5":{"description":"","weekly_hrs":"","ects":""}},"type":13,"language":"Greek (English for Erasmus students)","erasmus":"\u039d\u03b1\u03b9","url":"https:\/\/elearning.cm.ihu.gr\/course\/view.php?id=721","prerequisites":"","instructors":[1472],"coordinator":"","content":"<ul>\r\n \t<li>Basic concepts of consumer behavior.<\/li>\r\n \t<li>Consumer perception and learning.<\/li>\r\n \t<li>Consumer attitudes.<\/li>\r\n \t<li>Cultural, social, demographic factors and consumer behavior.<\/li>\r\n \t<li>Personality, values, self-image and lifestyle.<\/li>\r\n \t<li>Purchase decision making process.<\/li>\r\n \t<li>Linking consumer behavior to marketing.<\/li>\r\n \t<li>Theory and methods of consumer market segmentation.<\/li>\r\n \t<li>Discrete choice analysis in consumer behavior.<\/li>\r\n \t<li>Post-purchase behavior.<\/li>\r\n \t<li>Innovation and consumer behavior.<\/li>\r\n \t<li>Consumer satisfaction indicators.<\/li>\r\n \t<li>Consumer protection.<\/li>\r\n \t<li>Psychology and consumer behavior.<\/li>\r\n \t<li>Case studies.<\/li>\r\n<\/ul>","goals":"The course is a basic course in the concept of consumer behavior. The course material aims to introduce and expose students to the strategic implications of the psychological and social influences that the consumer receives during the decision-making process. It includes topics related to decision making, information processing, perceptions, product brand attachment, product involvement, measuring and changing attitudes, interpersonal influences on consumer behavior, models of consumer behavior, and applications to market segmentation, positioning, and product placement. Finally, the aim of the course is to create a theoretical outline of consumer behavior and to understand the consumer through applications of the theoretical background that governs it.\r\n\r\nUpon successful completion of this module, the student will be able:\r\n<ul>\r\n \t<li>To recognize both the general subject and the methods surrounding consumer behavior.<\/li>\r\n \t<li>To identify the theoretical concepts related to the psychology of the consumer.<\/li>\r\n \t<li>To determine the market segmentation criteria.<\/li>\r\n \t<li>To explain and analyze the process of consumer perception and learning.<\/li>\r\n \t<li>To measure the effects of searching and evaluating available options on preference formation.<\/li>\r\n \t<li>To examine decision-making patterns and recognize differences in the purchasing process based on different consumer patterns.<\/li>\r\n \t<li>Understand the ways in which marketing strategies influence consumer behavior.<\/li>\r\n<\/ul>","skills":"to be filled","teaching_methods":"<ul>\r\n \t<li>Face to face.<\/li>\r\n<\/ul>","ict_usage":"<ul>\r\n \t<li>Online guidance.<\/li>\r\n \t<li>Slides Projection in the classroom.<\/li>\r\n \t<li>Use of E-mail and onlne communication systems.<\/li>\r\n \t<li>Use of e-learning system (moodle).<\/li>\r\n<\/ul>","teaching_organization":{"activity_1":{"description":"Lectures","workload":46},"activity_2":{"description":"Assignment(s)","workload":33},"activity_3":{"description":"Fieldwork or Project","workload":13},"activity_4":{"description":"Personal Study","workload":33},"activity_5":{"description":"","workload":""},"activity_6":{"description":"","workload":""}},"students_evaluation":"to be filled","bib_textbooks":"<ol>\r\n \t<li>Solomon M., \u03a3\u03c5\u03bc\u03c0\u03b5\u03c1\u03b9\u03c6\u03bf\u03c1\u03ac \u039a\u03b1\u03c4\u03b1\u03bd\u03b1\u03bb\u03c9\u03c4\u03ae, \u0395\u03ba\u03b4\u03cc\u03c3\u03b5\u03b9\u03c2 Tziola, 2018.<\/li>\r\n \t<li>\u039c\u03c0\u03ac\u03bb\u03c4\u03b1\u03c2 \u0393., \u03a0\u03b1\u03c0\u03b1\u03c3\u03c4\u03b1\u03b8\u03bf\u03c0\u03bf\u03cd\u03bb\u03bf\u03c5 \u03a0., \u03a3\u03c5\u03bc\u03c0\u03b5\u03c1\u03b9\u03c6\u03bf\u03c1\u03ac \u039a\u03b1\u03c4\u03b1\u03bd\u03b1\u03bb\u03c9\u03c4\u03ae: \u0391\u03c1\u03c7\u03ad\u03c2\u2010 \u03a3\u03c4\u03c1\u03b1\u03c4\u03b7\u03b3\u03b9\u03ba\u03ad\u03c2\u2010\u0395\u03c6\u03b1\u03c1\u03bc\u03bf\u03b3\u03ad\u03c2, Rosili, \u0391\u03b8\u03ae\u03bd\u03b1,2013.<\/li>\r\n \t<li>\u03a3\u03b9\u03ce\u03bc\u03ba\u03bf\u03c2 \u0393., \u03a3\u03c5\u03bc\u03c0\u03b5\u03c1\u03b9\u03c6\u03bf\u03c1\u03ac \u039a\u03b1\u03c4\u03b1\u03bd\u03b1\u03bb\u03c9\u03c4\u03ae \u03ba\u03b1\u03b9 \u03a3\u03c4\u03c1\u03b1\u03c4\u03b7\u03b3\u03b9\u03ba\u03ae \u039c\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba, \u0395\u03ba\u03b4\u03cc\u03c3\u03b5\u03b9\u03c2 \u03a3\u03c4\u03b1\u03bc\u03bf\u03cd\u03bb\u03b7, \u0391\u03b8\u03ae\u03bd\u03b1, 2011.<\/li>\r\n<\/ol>","bib_journals":"<ol>\r\n \t<li>Journal of Consumer Research.<\/li>\r\n \t<li>Journal of Consumer Marketing \u2013 Emerald.<\/li>\r\n \t<li>International Marketing Review \u2010 Emerald.<\/li>\r\n \t<li>International Journal of Consumer Studies \u2013 Wiley.<\/li>\r\n \t<li>Journal of Consumer Behaviour \u2013 Wiley.<\/li>\r\n \t<li>Journal of Consumer Psychology \u2013 Elsevier.<\/li>\r\n<\/ol>"},"_links":{"self":[{"href":"https:\/\/www.ba.ihu.gr\/en\/wp-json\/wp\/v2\/course\/2887"}],"collection":[{"href":"https:\/\/www.ba.ihu.gr\/en\/wp-json\/wp\/v2\/course"}],"about":[{"href":"https:\/\/www.ba.ihu.gr\/en\/wp-json\/wp\/v2\/types\/course"}],"author":[{"embeddable":true,"href":"https:\/\/www.ba.ihu.gr\/en\/wp-json\/wp\/v2\/users\/6"}],"version-history":[{"count":12,"href":"https:\/\/www.ba.ihu.gr\/en\/wp-json\/wp\/v2\/course\/2887\/revisions"}],"predecessor-version":[{"id":4030,"href":"https:\/\/www.ba.ihu.gr\/en\/wp-json\/wp\/v2\/course\/2887\/revisions\/4030"}],"acf:post":[{"embeddable":true,"href":"https:\/\/www.ba.ihu.gr\/en\/wp-json\/wp\/v2\/staff\/1472"}],"acf:term":[{"embeddable":true,"taxonomy":"course_type","href":"https:\/\/www.ba.ihu.gr\/en\/wp-json\/wp\/v2\/course_type\/13"},{"embeddable":true,"taxonomy":"semester","href":"https:\/\/www.ba.ihu.gr\/en\/wp-json\/wp\/v2\/semester\/37"}],"wp:attachment":[{"href":"https:\/\/www.ba.ihu.gr\/en\/wp-json\/wp\/v2\/media?parent=2887"}],"wp:term":[{"taxonomy":"semester","embeddable":true,"href":"https:\/\/www.ba.ihu.gr\/en\/wp-json\/wp\/v2\/semester?post=2887"},{"taxonomy":"course_type","embeddable":true,"href":"https:\/\/www.ba.ihu.gr\/en\/wp-json\/wp\/v2\/course_type?post=2887"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}