Course aims:

The aim of course is understand the consumer behavior, how and why consumers make purchase decisions, how they think, feel and act before, during and after the purchase.
Understand the processes used when individuals, group or organizations make consumption decisions.
Understand how the selection, use and disposal of consumer goods affect almost every aspect of our daily lives.

Course Entry Requirements:

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Course contents:

1. Introduction to consumer behavior; 2. Purchase decision making; 3. Psychological factors influencing consumer behavior (perception, motivation, learning, attitude, personality; 4. Social factors influencing consumer behavior (family, social groups, social classes, culture, subculture); 5. Direct influences on consumer behavior (demographics, economics and marketing-mix factors).

Teaching methods:

Lecture, Discussions.

Learning outcomes:

• To acquire an understanding of the psychological processes that underlie the effectiveness of marketing strategy in terms of impact on consumer behavior • Understand how and why marketers craft particular messages to appeal to consumers and to understand the strategic importance of this process for businesses. • Developing the tools needed to analyze this process from a consumer and a business viewpoint.

Learning outcomes verification and assessment criteria:

Written test examination - 70%. Verification during the semester- 30%.

Recommended reading:

-, • Michael SOLOMON; Gary BAMOSSY; Soren ASKEGAARD; Margaret K. HOGG, -, -, -, -.
-, • CONSUMER BEHAVIOUR: A European Perspective, (2006), -, -, -, -.
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