At the end of this course, the students; 1) Know the concepts of perception, learning, motivation, self, attitude. 2) Know the types of individual decision making types. 3) Know the process of consumers buying decision process. 4) Know the methods of buying used in persuasion of consumers. 5) Know the effective factors on purchasing.
MODE OF DELIVERY
Face to face
PRE-REQUISITES OF THE COURSE
No
RECOMMENDED OPTIONAL PROGRAMME COMPONENT
COURSE DEFINITION
The main topics of this course are the nature of consumer behavior and the factors that are the main determinants of this behavior. In this context, the data processing and decision making processes of consumers are analyzed along with the factors that influence the attitudes and purchasing behavior of consumers.
COURSE CONTENTS
WEEK
TOPICS
1st Week
Introduction to consumer behaviors
2nd Week
Perception and learning
3rd Week
Motivation, values, self
4th Week
Personality and life styles
5th Week
Attitudes, attitudes change and interactive communication
6th Week
Individual decision making, buying and disposing
7th Week
Group influence and opinion leadership
8th Week
Mid-term examination
9th Week
Household decision making
10th Week
Consumers subcultures: income and social class, ethnic group, racial, religion and age subcultures
11th Week
Consumers and cultures
12th Week
Project presentations
13th Week
Project presentations
14th Week
Project presentations
RECOMENDED OR REQUIRED READING
Solomon, Michael R. (2002). Consumer Behaviour: Buying, Having and Being International. 5. basım. Prentice Hall.
PLANNED LEARNING ACTIVITIES AND TEACHING METHODS
Lecture,Discussion
ASSESSMENT METHODS AND CRITERIA
Quantity
Percentage(%)
Mid-term
1
30
Project
1
30
Presentation of Article
1
15
Total(%)
75
Contribution of In-term Studies to Overall Grade(%)
75
Contribution of Final Examination to Overall Grade(%)
25
Total(%)
100
LANGUAGE OF INSTRUCTION
English
WORK PLACEMENT(S)
No
KEY LEARNING OUTCOMES (KLO) / MATRIX OF LEARNING OUTCOMES (LO)
