Information Package / Course Catalogue
Consumer Research
Course Code: ZTE511
Course Type: Area Elective
Couse Group: Second Cycle (Master's Degree)
Education Language: Turkish
Work Placement: N/A
Theory: 2
Prt.: 2
Credit: 3
Lab: 0
ECTS: 8
Objectives of the Course

this course aims to teach students to provide information on the development and orientation of consumers' purchasing behavior, to conduct consumption and consumer research, and to analyze the factors affecting consumer behavior.

Course Content

Determining the demand for agricultural food products, learning and interpreting them with the help of statistical and econometric analysis.

Name of Lecturer(s)
Lec. Halil İbrahim YILMAZ
Learning Outcomes
1.Students learn the factors affecting consumer behavior
2.Learns to establish a relationship between the determination of consumer behavior and marketing strategies
3.Learns methods of forecasting demand
4.Learns to plan ahead as a result of demand forecasts
5.Students learn to identify the needs and expectations of target groups in marketing.
Recommended or Required Reading
1.Green, P.E., D.S. Tull and G. Albaum. 1988. Research for Marketing Decisions. Fifth Edition, Prentice-Hall, Englewood Cliffs, NJ. 784 p..
2.Koç, E. 2007. Tüketici Davranışı ve Pazarlama Stratejileri, Seçkin Yayınları, 5. Basım, Ankara, 504 s.
3.Deaton, A. and J. Muellbauer, 1980. Economics and Consumer Behaviour, Cambridge University Press, USA, 450 p.
Weekly Detailed Course Contents
Week 1 - Theoretical
Demand Theory
Week 2 - Theoretical
Characteristics of Demand Functions
Week 3 - Theoretical
Consumer Behavior Model and factors affecting consumer behavior
Week 4 - Theoretical
Demand Models Used in Applied Studies
Week 5 - Theoretical
Demand System Approach (Linear Expenditure System (LES)
Week 6 - Theoretical
Almost Ideal Demand System (AIDS)
Week 7 - Theoretical
Necessary constraints of demand system equations (addition, symmetry and homogeneity)
Week 8 - Theoretical
Willingness to pay and willingness to Accept approaches
Week 9 - Theoretical
Willingness to pay and willingness to Accept approaches
Week 10 - Theoretical
Data analysis techniques in consumption studies; statistical and econometric analyzes
Week 11 - Theoretical
Choice Experiment Approach
Week 12 - Theoretical
Logistic regression, Conditional Logit, Multinomial Logit models
Week 13 - Theoretical
Analysis of demand forecast systems
Week 14 - Theoretical
Evaluating and interpreting the results of the analysis and writing the final report
Assessment Methods and Criteria
Type of AssessmentCountPercent
Midterm Examination1%40
Final Examination1%60
Workload Calculation
ActivitiesCountPreparationTimeTotal Work Load (hours)
Lecture - Theory145298
Lecture - Practice142256
Midterm Examination120121
Final Examination120121
TOTAL WORKLOAD (hours)196
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
4
2
2
3
5
1
1
2
2
2
OÇ-2
4
3
2
3
3
3
2
2
4
OÇ-3
4
3
2
4
4
3
2
4
5
5
OÇ-4
5
5
3
5
3
2
2
5
4
5
OÇ-5
5
5
3
5
5
2
4
5
5
Adnan Menderes University - Information Package / Course Catalogue
2026