To enable students to learn the basic concepts of consumer behavior, the consumer's pre-purchase, purchase and post-purchase decision process, and to comprehend how consumers' behavior in the purchasing process changes depending on various factors. It is aimed that students will be able to reveal the factors affecting consumer behavior towards agricultural and food products and to develop marketing strategies for these products.

The subject of consumer behavior, which deals with the decision-making process of the consumer in purchasing, is very important in the field of marketing. Evaluation of food consumption perspective according to product groups, determination of food consumption differences and revealing regional and country differences, examination of consumer benefit, price, income consumption relationship constitute the content of the course. The dynamic analysis of trends and diversity in society at the consumption level is among the objectives of the course.