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SCHOOL |
OF AGRICULTURAL SCIENCES |
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ACADEMIC UNIT |
AGRICULTURE |
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LEVEL OF STUDIES |
UNDERGRADUATE |
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COURSE CODE |
AGE0802 |
SEMESTER |
8 | ||
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COURSE TITLE |
Consumer Behavior | ||||
| INDEPENDENT TEACHING ACTIVITIES |
WEEKLY TEACHING HOURS |
CREDITS | |||
| Lectures | 3 | ||||
| Lab / Op. Exercises | 0 | ||||
| Exercises | 0 | ||||
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TOTAL HOURS |
3 | 5 | |||
| COURSE TYPE | Special background | ||||
| PREREQUISITE COURSES | |||||
| LANGUAGE OF INSTRUCTION and EXAMINATIONS | Greek | ||||
| IS THE COURSE OFFERED TO ERASMUS STUDENTS | |||||
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COURSE WEBSITE (URL) |
https://
eclass.uowm.gr/courses/
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2. LEARNING OUTCOMES
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Learning Outcomes |
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The purpose of the course is: • to present the basic concepts and theories that study, analyze and interpret human behavior as a consumer of products or services. • to describe the process followed by the consumer when buying a product or service that satisfies his needs and desires using consumer behavior patterns. • to analyze the demographic and psychographic characteristics of consumers as well as the impact of their cultural characteristics and social structure. Upon successful completion of the course, the student will be able to: 1. Understand the theorical concepts on scientific fields that study and analyze and interpret human behavior as a consumer of products or services. 2. Understand the basic principles of consumers behavior theory and the factors that have an impact consumer’s preferences. 3. Understand the importance of demographic and psychographic characteristics of consumers, as well as the effect of cultural and social characteristics 4. Understand the decision-making process 5. Understand the effects of cultural and social classes on the decision-making process. 6. Design Consumer Behavior questionnaires for surveys 7. Evaluate, interpret and analyze research data and results |
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General Competences |
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Search, analysis and synthesis of data and information, using the necessary technologies. Autonomous work. Promotion of free, creative and inductive thinking. |
3. SYLLABUS
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• Introduction to Consumer Behavior • Decision Making Process • Forming, Measuring and Changing Attitudes • Demographic Characteristics of Consumers • Psychographic Characteristics of Consumers • Consumer Behavior Research • Effects of Culture and Social Classes • Effects of Groups and Reference Groups • Consumer and Public Policy |
4. TEACHING and LEARNING METHODS - EVALUATION
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DELIVERY |
In the classroom (face to face) | ||||||||||||||||||||||||
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USE OF INFORMATION AND COMMUNICATIONS TECHNOLOGY |
- Learning process support through the e-class electronic platform - Use of ICT in teaching (power-point, video) - Communicating with students electronically through e-class and e-mail. |
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| TEACHING METHODS |
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STUDENT PERFORMANCE EVALUATION |
I. Written final exam (80%) which includes: o Multiple Choice Exam o Short Answer Questions o Solving exercises o Solving Problems II. Written Assignment and Public Presentation (20%) |
5. SUGGESTED BIBLIOGRAPHY
| -Suggested bibliography : |
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• Fotopoulos, X., Krystallis A., (2002) Long-term evolution of consumer behavior and qualitative marketing research. [ISBN: 978-960-351-429-2] (in Greek) • Baltas, G., Papastathopoulou, P., (2003) Consumer Behavior. Rosili [ ISBN-13978-960-7745-07-1] (in Greek) • Siomkos G., (2002) Consumer Behavior and Marketing Strategy. 2nd Edition. [ISBN: 978-960- 351-390-3] (in Greek |
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-Related academic journals: |