A better understanding of consumers based on their Customer Journey

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2017 (EL)
A better understanding of consumers based on their Customer Journey (EN)

Giannakoudi, Eleni (EN)
Vasileiou, Vasiliki (EN)

Laspita, Stavroula (EN)
School of Economics, Business Administration and Legal Studies, MSc in Management (EN)
Poulou, Electra (EN)
Nickolaidis, Iraklis (EN)
Symeonides, Elias (EN)

This dissertation was written as part of the MSc in Management at the International Hellenic University. The project is conducted in cooperation with AB Vassilopoulos super market with the purpose to identify and analyze customers’ needs regarding shopping patterns. Specifically, this study attempts to understand consumer behavior through Customer Journey and describe the flow of shopping procedure in super markets. The consumer journey consists of three basic stages (Pre, Purchase and Post purchase plan), which influence the choices of buyers. This study is concentrated on cultural characteristics of Thessaloniki's residents. Apart from the cultural environment, consumers are influenced by social, psychological and demographical factors. A combination of primary and secondary data is used in order to elicit an insight of consumer behavior. The primary research, which consists of qualitative (2 focus groups of 8 participants each) and quantitative study (200 questionnaires), aims to explore the shopping pattern of people in the city of Thessaloniki. Our survey presents and interprets the findings of the questionnaires and interviews, as well as makes some proposals in order for the firm to fulfil and satisfy consumers' requirements. (EN)


Consumer behavior (EN)
Thessaloniki (EN)
Customer journey (EN)
Questionnaires (EN)
Focus groups (EN)
Super markets (EN)
AB Vassilopoulos (EN)

Διεθνές Πανεπιστήμιο της Ελλάδος (EL)
International Hellenic University (EN)



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