The behavior of a consumer has attracted, attracts, and will certainly continue to attract the research interest of both the domestic and international scientific community, as the rapid development of technology, digital marketing, and ethical, sustainable consumption represent just a few of the many and multifaceted challenges that both modern consumers and advertisers will be called upon to face.

The title of this book, Consumer Behavior, is clear and indicative of its subject. The reader will have the opportunity to engage with a series of contemporary examples, emerging trends, recent research data, and methodological innovations that will enable them to both explore the field of consumer behavior and gain a comprehensive understanding of it. This scientific discipline, as a field of marketing, aims to study and analyze the consumer as the individual who makes decisions.

Since all of us, almost on a daily basis and from a relatively young age, make decisions about various products (goods and services) and influence at a collective level even the national economy, it shows, if nothing else, how important and necessary it is for students to acquire solid knowledge and skills around this specific topic. Exploring consumer behavior constitutes, on one hand, a challenge for the science of marketing, and on the other, an essential asset for those wishing to navigate the modern market, understand it, evolve it, and evolve alongside it.

This sixth edition that you hold in your hands, coming exactly thirty years after the first edition in 1994, condenses into its content a long journey, with dedication and commitment, to teaching and research within and beyond Greek borders, the unquestionable belief in lifelong learning, and the enthusiastic persistence that a scientist and professional must have, whether they are at the beginning of their career or possess greater experience and familiarity.

In the sixteen chapters of the book, the mixture of classic and (very) recent literature, as well as the presentation of statistical and research data even from the last months of the current year, ensure that the interested student will form a, as complete as possible, picture of consumer behavior and how it has progressed and changed over the years, while helping them think creatively about its future.

The material serves as a useful tool and guide not only for those studying in business administration and economics departments of higher education institutions but also for business executives operating in the field of marketing and marketers across all sectors of economic activity within the Greek industry and market.

Contents:

• The World of the Consumer – Introduction to Consumer Behavior
• Segmentation of Consumer Markets and Product Positioning
• Research and Analysis of Consumer Behavior
• Consumer Decision-Making Process
• Consumer Perception
• The Consumer Self: Self-Image and Personality
• Consumer Involvement, Learning, and Commitment
• Consumer Attitudes and Persuasive Communications
• Demographic Characteristics of Consumers, Families, and Households
• Lifestyle, Values, and Psychographic Characteristics of Consumers
• Cultural and Sub-Cultural Influences on Consumer Behavior
• Interpersonal Influences, Diffusion of Innovations, and Situational Influences
• Retail Store Selection and Buying Behavior
• Post-Purchase Behavior: Satisfaction and Customer Retention
• The Customer Experience (CX) and Its Management (CXM)
• Ethical Issues: Social Responsibility, Public Policy, Deviant Behavior, and Consumer Protection