Information Package / Course Catalogue - Adnan Menderes University

General Information Unit Staff Academic Information Programme Outcomes Course Structure Diagram Contact Information

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Consumer Behaviors

Course Code	: EF216
Course Type	: Area Elective
Couse Group	: First Cycle (Bachelor's Degree)
Education Language	: Turkish
Work Placement	: N/A

Theory	: 3
Prt.	: 0
Credit	: 3
Lab	: 0
ECTS	: 5

Objectives of the Course

The aim of this course is to provide students with the theoretical background on how the consumer mind works in the purchasing process, how psychological, socio-cultural and demographic factors affect this process and how these effects have consequences for marketing.

Course Content

Knowing the consumer; Understanding consumer behavior models; Understanding consumer behavior roles; Purchasing To identify the factors affecting buying behavior; To identify and evaluate the consumer buying decision process; To evaluate and manage purchasing behavior

Name of Lecturer(s)

Prof. Fatma ÇAKIR

Learning Outcomes

1.	Knowing the consumer, understanding consumer behavior models
2.	Evaluating and managing buying behavior
3.	To have knowledge about general consumer behavior
4.	To identify the factors affecting the purchasing decision process
5.	To determine the factors affecting purchasing behavior

Recommended or Required Reading

1.	Erdoğan Koç, Tüketici Davranışı ve Pazarlama Stratejileri

Weekly Detailed Course Contents

Week 1 - Theoretical

Introduction The place of the consumer in contemporary marketing

Week 2 - Theoretical

Different approaches to consumer behavior: the purchase decision process

Week 3 - Theoretical

The emergence of need and theories of motivation

Week 4 - Theoretical

Brand and product alternatives evaluation and decision making in consumers

Week 5 - Theoretical

Point of sale selection, and factors influencing this selection

Week 6 - Theoretical

Post-purchase evaluation and the elements that make up customer satisfaction

Week 7 - Theoretical

Factors influencing the consumer buying process

Week 8 - Theoretical

Factors influencing the consumer buying process

Week 9 - Theoretical

Marketing communication from a consumer perspective: Perception Attention

Week 10 - Theoretical

Consumer memorization: Learning and memory

Week 11 - Theoretical

The impact of individual factors such as personality, self, lifestyle on purchasing decisions

Week 12 - Theoretical

Attitudes, attitude-behavior relationship

Week 13 - Theoretical

Attitude and behavior change; persuasion communication

Week 14 - Theoretical

Consumption and social environment

Assessment Methods and Criteria

Type of Assessment	Count	Percent
Midterm Examination	1	%40
Final Examination	1	%60

Workload Calculation

Activities	Count	Preparation	Time	Total Work Load (hours)
Lecture - Theory	14	2	3	70
Individual Work	15	2	0	30
Midterm Examination	1	9	1	10
Final Examination	1	14	1	15
TOTAL WORKLOAD (hours)				125

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
OÇ-1	4	4	5	5	5	4	5	5	5
OÇ-2	5	4	5	5	5	5	5	4	5
OÇ-3	5	5	4	3	5	3	3	5	3
OÇ-4	4	4	4	3	5	5	4	3	3
OÇ-5	3	5	5	2	3	4	5	5	5

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