Information Package / Course Catalogue
Consumer Behavior
Course Code: TE186
Course Type: Area Elective
Couse Group: First Cycle (Bachelor's Degree)
Education Language: Turkish
Work Placement: N/A
Theory: 2
Prt.: 2
Credit: 3
Lab: 0
ECTS: 3
Objectives of the Course

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.

Course Content

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.

Name of Lecturer(s)
Lec. Halil İbrahim YILMAZ
Learning Outcomes
1.Understanding the importance of consumer needs in terms of contemporary marketing practices
2.Providing information on individual and socio-cultural factors affecting consumer decisions
3.Gaining the ability to evaluate consumer behavior before, during and after purchasing
4.Learning the differences in food consumption
5.Learning the effects of global economic crises on consumer behavior
6.Learning about demand trends for newly produced goods
Recommended or Required Reading
1.Evans, M., Jamal, A., Foxall, G., 2009, Consumer Behaviour, ISBN 978-0- 470-99465-8, England, 560 s.
2.Koç, E., 2013, Tüketici Davranışı ve Pazarlama Stratejileri Global ve Yerel Yaklaşım,Seçkin Yayıncılık, 504 s.
3.Okumuş, A., 2013, Tüketici Davranışı Teorik ve Uygulamalı Bir Yaklaşım, Türkmen Kitabevi, İstanbul, 73 s.
Weekly Detailed Course Contents
Week 1 - Theoretical
Consumer-customer-buyer concepts, the scope of the concept of consumer behavior, the relationship of consumer behavior with other branches of science
Week 2 - Theoretical
Relationship between consumer behavior and marketing strategy
Week 3 - Theoretical
Consumer behavior models, Consumer buying process: Pre-purchase (identifying the problem, searching information and evaluating options), purchase moment, post-purchase consumer behavior
Week 4 - Theoretical
Consumer markets and consumer behavior in terms of macro and micro marketing
Week 5 - Theoretical
Global consumer markets
Week 6 - Theoretical
Consumer behavior model and the situation in the food industry
Week 7 - Theoretical
Learning, motivation and marketing practices
Week 8 - Theoretical
Perception, attitudes and marketing practices in the food industry
Week 9 - Theoretical
Personality structure and marketing practices
Week 10 - Theoretical
Values and marketing practices
Week 11 - Theoretical
Lifestyle and marketing practices
Week 12 - Theoretical
Groups, reference groups, family and marketing practices.
Week 13 - Theoretical
Personal influences, social class, culture and marketing practices
Week 14 - Theoretical
Consumer decision making process
Assessment Methods and Criteria
Type of AssessmentCountPercent
Midterm Examination1%40
Final Examination1%60
Workload Calculation
ActivitiesCountPreparationTimeTotal Work Load (hours)
Lecture - Theory140236
Lecture - Practice140233
Midterm Examination1314
Final Examination1314
TOTAL WORKLOAD (hours)77
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
OÇ-1
3
5
3
5
3
3
3
3
3
2
OÇ-2
5
5
4
4
3
3
3
5
3
4
OÇ-3
3
5
3
4
3
3
3
5
3
3
OÇ-4
3
4
3
3
2
3
3
3
3
3
OÇ-5
3
3
3
3
3
3
5
3
2
3
OÇ-6
3
5
2
2
5
5
5
Adnan Menderes University - Information Package / Course Catalogue
2026