Consumer Behavior


COURSE OUTLINE

 

  1. GENERAL
SCHOOL AGRICULTURAL AND FORESTRY SCIENCES
DEPARTMENT AGRICULTURAL DEVELOPMENT
STUDY LEVEL Undergraduate
COURSE CODE   ECO0017 SEMESTER  9th
COURSE TITLE CONSUMER BEHAVIOR
INDEPENDENT TEACHING ACTIVITIES

 

TEACHING HOURS PER WEEK ECTS
Lectures 4 5
COURSE TYPE Specialisation
PREREQUISITE COURSE(S):
LANGUAGE (TEACHING AND EXAMS) Greek
THE COURSE IS OFFERED TO ERASMUS STUDENTS No
COURSE WEBSITE (URL) https://agro.duth.gr/en/courses/consumer-behavior/

 

  1. TEACHING OUTCOMES
Teaching outcomes
Students will be able to:

(a) Apprehend and model consumer decision process, and be aware of the factors affecting purchase decision process.

(b) Have an integrated view of market characteristics and how these characteristics interact with consumer characteristics and purchase behaviour.

(c) Conceptualize the factors that influence consumer attitudes and consumption patterns.
(d)  Study the environmental influence and group reference and how they affect consumer behaviour.

 

General capabilities
  1. Independent work
  2. Literature search, data analysis and synthesis
  3. Development of inductive reasoning

 

 

  1. COURSE CONTENT
  • Market and consumer behaviour – Market characteristics.
  • Market segmentation – Consumer needs – Consumer decision process – Modeling decision process.
  • Need recognition and search – Pre-purchase alternative evaluation – Purchase decision making process.
  • Consumption of products and services – Post purchase alternative evaluation.
  • Investigation of factors affecting consumer’s decision process.
  • Consumer Attitudes
  • Multi-attribute attitude models for exploring consumer attitudes – Prediction of consumer behaviour.
  • Product knowledge, purchase knowledge and usage knowledge.
  • The motivation process.
  • Personality values and lifestyle.
  • Information processing – Learning and environmental influence.
  • Special topics in consumer behavior (food acceptance and consumption, food evaluation, food promotion)
  • Case studies in consumption of foods and agricultural products .

 

 

  1. TEACHING AND LEARNING ASSESSMENT METHODS
DELIVERING METHOD In classroom
IT USE
  1. Power point, videos
  2. e-class

 

TEACHING ORGANIZATION Activity Semester workload

 

Lectures 52
Written assignment – Presentation 33
Independent study 40
Course total

(25-hour workload per credit unit)

 

125

STUDENT ASSESSMENT

 

·         Written exams at the end of the semester

 

 

  1. PROPOSED LITERATURE
·         Siomkos GI. Consumer Behaviour and Marketing  Strategy. Stamouli Publications, 2011.

·         Baltas G., Papastathopoulou P. Consumer Behaviour. Rosili Publications, 2013.