The aim of this course is to recognize buying decisions and behaviors of consumers, psychological and socio-cultural factors affecting this behavior and to provide prediction and satisfaction of customer needs.

The position of consumer in market economy, the importance of consumer behavior in marketing, general model of consumer behavior, psychological factors: learning and memory ; motivation and perception, attitude , personality, personality and lifestyle ; socio-cultural factors: group , family, personal effects and diffusion of innovations , social class, culture ; consumer buying process ; society and consumer behavior ; consumer protection and consumer awareness ; consumer education will be examined.