CONSUMER BEHAVIOUR - MARKETING II

The course is oriented to a "micro" view of marketing through the study and analysis of the consumer as decision maker. The emphasis of the course placed on the strategic impact in marketing, of psychological and social effects received by the consumer during the decision making process. Topics that are presented in detail in this course include: making and processing information from the consumer, consumer perceptions, and commitment to the brand and mix of consumer products, measuring and changing attitudes, demographic and psycho-graphic consumer characteristics, consumer behavior research, social and interpersonal effects, situational effects and consumer purchasing behavior.

Objectives

The course aims at: • Τhe description and understanding of the basic concepts, principles and practices of Consumer Behaviour. • The consideration of the factors affecting consumers in the decision-making process. • The connection of the theoretical foundations and administrative practice and specifically to the understanding the impact of Consumer Behaviour in shaping Strategic Marketing

Prerequisites

Although there are no formal prerequisites for this course, it is necessary for students to have a firm grasp of Marketing Principles.

Syllabus

1) INTRODUCTORY CONCEPTS o Basic Definitions o Money o Transaction o Product o Brand o Marketing o Consumer Behavior 2) DECISION-MAKING PROCESS o Research in Consumer Behaviour o Approaches in Consumer Decision Making Process o The Cognitive Decision Making Process o The General Model of Consumer Behaviour o Consumer's Black Box o Market Conditions 3) INTERNAL EFFECTS o Perception o Selective Perception o Interpretation & Illustrations o Learning o Memory o Self-concept o Personality o Attitudes 4) GROUPS & KATHODIGITES OPINION o Groups & Consumer Behavior o Reference Groups o Family o Opinion Leaders 5) CULTURE & SOCIAL CLASSES o Culture o Subcultures o Expressions of Culture o The Impact of Social Classes o Special Topics