By addressing exogenous and inherent factors affecting person's consuming behavior, this course aims to read students every dynamics of consumer behavior. Students are informed about phenomenon of ever-changing consuming and current consuming trends in the content of the course. It is also aimed that students are forced to use their theoretical information given before effectively in advertising campaigns.

The basic concepts and strategies of marketing, Consumption in Contemporary Marketing, Consumer Types, Consumer Behavior Model, Consumer psychological, sociological, socio-psychological effects, Other factors affecting consumer, Culture and Lifestyle, Consumer Purchasing Decision Process, Post-Buying Behavior.