Information Package / Course Catalogue
Consumer Behavıor
Course Code: İŞY213
Course Type: Required
Couse Group: Short Cycle (Associate's Degree)
Education Language: Turkish
Work Placement: N/A
Theory: 3
Prt.: 0
Credit: 3
Lab: 0
ECTS: 4
Objectives of the Course

The aim of this course is to introduce the fundamental concepts of consumption and consumer behavior, develop students' ability to analyze consumer behavior models and the factors influencing consumer behavior, evaluate the consumer purchase decision-making process, and provide knowledge of customer relationship management, including creating customer value, measuring customer satisfaction, managing customer complaints, and current CRM applications.

Course Content

This course covers the fundamental concepts of consumption and consumers, the characteristics of consumer behavior, consumer behavior models, psychological, personal, social, and cultural factors affecting consumer behavior, the consumer purchase decision-making process, consumer decision-making styles, the fundamentals of customer relationship management, creating customer value, measuring customer satisfaction, managing customer complaints, and current customer relationship management (CRM) practices.

Name of Lecturer(s)
Learning Outcomes
1.Explains the concepts of consumption, consumer, and consumer behavior.
2.Analyzes the individual, psychological, social, and cultural factors affecting consumer behavior.
3.Compares and evaluates consumer behavior models.
4.Explains the stages of the consumer decision-making process.
5.Evaluates consumer decision-making styles and relates them to marketing practices.
Recommended or Required Reading
1.Altunışık, R. ve İslamoğlu, A. H. (2020). Tüketici Davranışları. İstanbul: Beta Basım Yayım Dağıtım.
2.Odabaşı, Y. ve Barış, G. (2019). Tüketici Davranışı. İstanbul: MediaCat Kitapları.
3.Okumuş, A. (2013). Tüketici Davranışı. İstanbul: Türkmen Kitabevi.
Weekly Detailed Course Contents
Week 1 - Theoretical
Consumption and Consumer Related Concepts
Week 1 - Preparation Work
Reading the relevant chapter from the course textbook.
Week 2 - Theoretical
Characteristics of Consumer Behavior
Week 2 - Preparation Work
Reading the relevant chapter from the course textbook.
Week 3 - Theoretical
Consumer Behavior Models-1
Week 3 - Preparation Work
Reading the relevant chapter from the course textbook.
Week 4 - Theoretical
Consumer Behavior Models-2
Week 4 - Preparation Work
Reading the relevant chapter from the course textbook.
Week 5 - Theoretical
Factors Affecting Consumer Behaviors-1
Week 5 - Preparation Work
Reading the relevant chapter from the course textbook.
Week 6 - Theoretical
Factors Affecting Consumer Behaviors-2
Week 6 - Preparation Work
Reading the relevant chapter from the course textbook.
Week 7 - Theoretical
Consumer Purchase Decision Process-1
Week 7 - Preparation Work
Reading the relevant chapter from the course textbook.
Week 8 - Theoretical
Consumer Purchase Decision Process-2
Week 8 - Preparation Work
Reading the relevant chapter from the course textbook.
Week 9 - Theoretical
Consumer Decision Making Styles
Week 9 - Preparation Work
Reading the relevant chapter from the course textbook.
Week 10 - Theoretical
Customer relations management
Week 10 - Preparation Work
Reading the relevant chapter from the course textbook.
Week 11 - Theoretical
Creating customer value
Week 11 - Preparation Work
Reading the relevant chapter from the course textbook.
Week 12 - Theoretical
Measuring customer satisfaction
Week 12 - Preparation Work
Reading the relevant chapter from the course textbook.
Week 13 - Theoretical
Customer complaints management
Week 13 - Preparation Work
Reading the relevant chapter from the course textbook.
Week 14 - Theoretical
Current CRM Applications
Week 14 - Preparation Work
Reading the relevant chapter from the course textbook.
Assessment Methods and Criteria
Type of AssessmentCountPercent
Assignment1%5
Quiz1%5
Midterm Examination1%30
Final Examination1%60
Workload Calculation
ActivitiesCountPreparationTimeTotal Work Load (hours)
Lecture - Theory141356
Assignment1202
Quiz1101
Midterm Examination115015
Final Examination125025
TOTAL WORKLOAD (hours)99
Contribution of Learning Outcomes to Programme Outcomes
PÇ-1
PÇ-2
PÇ-3
PÇ-4
PÇ-5
PÇ-6
PÇ-7
PÇ-8
PÇ-9
PÇ-10
PÇ-11
PÇ-12
PÇ-13
PÇ-14
OÇ-1
2
4
2
1
5
2
2
2
2
1
2
2
OÇ-2
2
4
2
3
5
1
4
3
2
3
1
3
3
OÇ-3
2
4
2
4
5
1
4
3
2
3
1
3
3
OÇ-4
2
5
2
4
5
1
4
3
2
2
1
2
3
OÇ-5
3
5
3
4
5
2
5
3
3
3
1
1
3
3
Adnan Menderes University - Information Package / Course Catalogue
2026