This course aims to enable students to answer questions about the phenomenon of consumption—questions that have become more difficult to answer as advancing technology widens the distance between businesses and consumers—by tracing these questions back to their source within the framework of consumer behaviour. The course aims to help students understand consumer behaviour models and the cultural, social, personal, and psychological factors that influence them, as well as the role and significance of consumer behaviour within the discipline of marketing.

The course covers fundamental concepts related to consumer awareness, the functioning of the economy, and the consumer's role in the market economy. It examines the concept and characteristics of consumer behaviour along with consumer behaviour models, focusing on the cultural factors (culture, subculture, social classes), social factors (reference groups, family, roles and statuses), and personal factors (age, life stage, occupation, economic situation, lifestyle, personality, and self-concept) that influence consumer behaviour. In addition, psychological factors such as motivation, perception, learning, and beliefs and attitudes are addressed, emphasising the place and importance of consumer behaviour within marketing.