Consumer Behavior

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reference groups, mentors and family opinion to the consumer behavior. 3. ... a presentation (ppt file) Also, the assignment will be delivered in printed form. 7. ... Hawkins, D., Best, J. R., Coney, A, K.,(2000), “Consumer Behavior: Building.
COURSE DESCRIPTION 1. Course title Consumer Behavior 2. The aim of the Course This course provides students with the theoretical foundations of consumer behavior which connects with the practical applications in strategic marketing. It explains the effects of the actions of marketers in the world. In addition it facilitates the fullest possible understanding of consumer needs and ways that affect consumer decisions. The theories and types of consumer decision making models are presented. It also examines the social and interpersonal influences and the influences of culture, reference groups, mentors and family opinion to the consumer behavior.

3. COURSE OBJECTIVES With the completion of this course students will have the ability to develop a comprehensive assessment of the theoretical framework Consumer behavior, including: • The process followed by consumers in order to get a purchasing decision • The collection and processing of information and evaluation of alternatives for decision purchase by the consumer • The definition of the main functions of selective perception • The attitude of consumers towards a particular Product • The influences consumers in their Social Entourage

4. BASIC CONCEPTS • • • • • • • • • • •

Introduction to Consumer Behavior Decision-making process of consumers Consumers Involvement Consumer perception Consumer Behavior Research Formation, Measurement and Attitude Change Demographic characteristics of consumerS Psychographic characteristics of consumers Social, Interpersonal influences Models of consumer decision-making Store Selection and consumer behavior

5. RESPONSIBILITIES OF STUDENTS 1. Successful completion of the course takes place with the participation of students in a group and with the final exam. The group written assignment (groups of two

students) refers to the main course topics and subjects, estimated at 40% of the total grade. 2. The second part is related to the final exam and is valued for 60% of the overall grade of the course. 3. Successful completion of the course depends on the success of students in each part of the course that is team assignment and final exams

6. WRITTEN WORK The team assignment has to be written following the circulated academic standards ranging from 4000 to 6000 words. It has also to be presented in class before the final exams on a fixed date. The structure of the assignment has to meet the standards of the postgraduate program. The assignment will be delivered in electronic format (size 12, times new roman font and line spacing 1,5) stored on CD with a cover with the names of students containing: • The assignment on MS Word and • a presentation (ppt file) Also, the assignment will be delivered in printed form.

7. REFERENCES Literature 6. Bibliography • • • • • • • • • •

Solomon, M., (2007), “Consumer Behavior: Buying, Having and Being”, Fifth edition, ISBN-10: 013091360X, ISBN-13: 978-0130913609, Pearson International Edition Steiger, O., Danchev, A., Hunout , A., (2006), “John Kenneth Galbraith, The Affluent Society, And Social Capital” ,The International Scope Review, Vol 8, Issue13 Baudrillard, J. (1998). “The consumer society: myths and structures”. London and Thousand 18 Oaks, CA: Sage. Belk, R.W. (1995), ``Studies in the new consumer behaviour'', in Miller, D. (Ed.), Acknowledging Consumption, Routledge, London. Blackwell, R.D., Miniard, P.W., Engel, J.F. (2001). Consumer Behavior (9th edition). Fort Worth: Harcourt College Publishers. Campbell, C. (1995), ``The sociology of consumption'', in Miller, D. (Ed.), Acknowledging Consumption, Routledge, London. Foxall, G.R, Goldsmith, E. R, Brown, S, (1998), “Consumer Psychology of Marketing” second edition, ISBN 1-86152-371-8, Thomson, Hawkins, D., Best, J. R., Coney, A, K.,(2000), “Consumer Behavior: Building marketing strategy”, Eighth edition, ISBN-10: 0072416882, ISBN-13: 9780072416886, McGraw-Hill/Irwin Kacen,J. J., Lee, A, J., (2002) “The Influence of Culture on Consumer Impulsive , Buying Behavior” Journal of Consumer Psychology, Vol 12(2), pp 163–176 Stearns.N.P., (2001), “Consumerism in World History. The Global Transformation of Desire”, London and New York: Routledge