At the end of this course, the students; 1) Will access the information about consumption phenomenon why, how, where and so many answers to questions. 2) Will be able to explain consumer behavior. 3) Know the importance of consumer behavior in market.
MODE OF DELIVERY
Face to face
PRE-REQUISITES OF THE COURSE
No
RECOMMENDED OPTIONAL PROGRAMME COMPONENT
None
COURSE DEFINITION
Consumer behavior examines how individual customers, groups or organizations select, buy, use and dispose of ideas, goods and services to meet their needs and wants. Consumer behavior, which examines the relationship between the motivations and perception that causes the movements of the consumers in the market, examines the whole process in which the individual interacts with her environment. At this stage, it gives important clues for marketing managers in terms of environmental analysis, product positioning, market segmentation, market research orientation and marketing mix development. Consumer behavior is the process of individuals' decisions regarding which goods and services will be purchased from whom, how, where, when, and whether or not they will be purchased. Contemporary marketing is consumer oriented and consumer behavior information reinforces this feature of marketing.
COURSE CONTENTS
WEEK
TOPICS
1st Week
Conceptual framework of Consumer Behavior
2nd Week
Factors Affecting Consumer Behavior
3rd Week
Social factors: Social Class
4th Week
Reference and Advisory groups
5th Week
Psychological factors
6th Week
Neuromarketing
7th Week
Midterm
8th Week
Mind of the market
9th Week
Consensus maps
10th Week
Operational memory
11th Week
Narrative recall
12th Week
Consumer Behavior Models
13th Week
Nicosia Model / Howard AndSheth Model
14th Week
Purchase Decision Process
RECOMENDED OR REQUIRED READING
Gerald Zaltman, (2016). ?Tüketici Nasıl Düşünür??, İstanbul: Mediacat Yayınları. Yavuz Odabaşı, (2009). ?Tüketici Davranışı?, İstanbul: Mediacat Yayınları. F. Nur Yorgancılar, (2015). ?Tüketici Davranışı Nörolojisi?, İstanbul: Çizgi Kitapevi.
PLANNED LEARNING ACTIVITIES AND TEACHING METHODS
Lecture, Discussion, Practice, Project,Other
ASSESSMENT METHODS AND CRITERIA
Quantity
Percentage(%)
Mid-term
1
30
Presentation of Article
1
20
Total(%)
50
Contribution of In-term Studies to Overall Grade(%)
50
Contribution of Final Examination to Overall Grade(%)
50
Total(%)
100
ECTS WORKLOAD
Activities
Number
Hours
Workload
Midterm exam
1
2
2
Preparation for Quiz
Individual or group work
Preparation for Final exam
1
40
40
Course hours
14
3
42
Preparation for Midterm exam
1
40
40
Laboratory (including preparation)
Final exam
1
2
2
Homework
2
15
30
Total Workload
156
Total Workload / 30
5,2
ECTS Credits of the Course
5
LANGUAGE OF INSTRUCTION
Turkish
WORK PLACEMENT(S)
No
KEY LEARNING OUTCOMES (KLO) / MATRIX OF LEARNING OUTCOMES (LO)
