The objective of this course is to make students understand the consumer behavior, factors effecting the consumer behavior and have a command of consumer buying decision process. It covers the topics such as : Theories of consumer behavior, consumer buying decision process, factors (psychological, personal, cultural, social) influencing buying process, attitude formation, perception and learning.
Course Content
This course contains; Introduction to Consumer Behavior Tüketici Davranışına Giriş,Consumer Behavior and Ethics,Perception, Culture, Learning,Perception, Culture and Learning,Reference Groups,Personality,Personality ,Attitude and Persuasion,Motivation,Consumer Behavior Theories,Loyalty,Social Class and Income,Organizational Buying Process and Integral Business Strategies,New Tendencies at Consumer Behavior. .
Dersin Öğrenme Kazanımları
Teaching Methods
Assessment Methods
1. Explain the essentials and theories related to consumer behavior.
13, 16, 9
A
2. Comprehend the motivation.
13, 16, 9
A
3. Explain consumer buying decision process.
13, 16, 9
A
4. Explain ethics in consumer behavior.
13
C
5. Apprehend perception and learning in the context of consumer behavior.
10, 16, 9
A
6. Discusses culture in context of consumer behavior.
16, 9
C
7. Explains the theories of consumer behavior.
9
C
8. Summarizes concepts as loyalty, attitude.
13, 9
C
9. Explains the nature of CRM systems and integral business strategies.
13, 9
C
10. Explains the concepts such as social class and reference groups.
9
C
11. Apprehends the importance of personality in terms of Consumer Behavior.
9
C
Teaching Methods:
10: Discussion Method, 13: Case Study Method, 16: Question - Answer Technique, 9: Lecture Method
Assessment Methods:
A: Traditional Written Exam, C: Multiple-Choice Exam
Course Outline
Order
Subjects
Preliminary Work
1
Introduction to Consumer Behavior Tüketici Davranışına Giriş
2
Consumer Behavior and Ethics
Reading the section requested by the lecturer from the relevant chapter
3
Perception, Culture, Learning
Reading the section requested by the lecturer from the relevant chapter
4
Perception, Culture and Learning
Reading the section requested by the lecturer from the relevant chapter
5
Reference Groups
Reading the section requested by the lecturer from the relevant chapter
6
Personality
Reading the section requested by the lecturer from the relevant chapter
7
Personality
Reading the section requested by the lecturer from the relevant chapter
8
Attitude and Persuasion
Reading the section requested by the lecturer from the relevant chapter
9
Motivation
Reading the related section from textbook.
10
Consumer Behavior Theories
Reading the section requested by the lecturer from the relevant chapter
11
Loyalty
Reading the related section from textbook.
12
Social Class and Income
Reading of the related white paper
13
Organizational Buying Process and Integral Business Strategies
Reading of the related white paper
14
New Tendencies at Consumer Behavior.
Reading of the related white paper
Resources
1. Tüketici Davranışı. Odabaşı, Y., Barış, G. Mediacat Yayıncılık.
2. Tüketici Davranışları. Altunışık, R. Beta Yayıncılık.
3.Ed. Çakırer Mehmet Akif, Sezen Bozyiğit (2020) Tüketici Davranışları, Nobel Yayınevi, Ankara.
Powerpoint presentations
Course Contribution to Program Qualifications
Course Contribution to Program Qualifications
No
Program Qualification
Contribution Level
1
2
3
4
5
1
Knows the basic concepts and theoretical grounds related to the field.
2
Determines the facts related to New Media and Communication Systems and analyzes these facts with various dimensions.
3
Analyzes the needs of the media organizations and plans and applies strategies accordingly.
4
Plans new media projects and implements them.
5
Takes responsibility when necessary in the field related projects and proposes solutions to emerging problems.
X
6
Takes place as a member in a project-based teamwork; leads projects and plans events.
X
7
Observes the theoretical and factual problems with scientific methods related to new media and communication systems disciplines and sub-disciplines; analyzes the findings and presents them in scientific publications.
X
8
Has a high awareness towards lifelong learning. Follows the developments, innovations, opinions, methods and techniques regularly and uses them efficiently.
X
9
To be able to communicate orally and in writing in a foreign language at least at the B1 level of the European Language Portfolio.
X
10
Utilizes new communication technologies efficiently in professional and scientific works and follows the developments in new communication technologies regularly.
X
11
Plans social responsibility events and takes a role in implementation process.
X
12
Acts in accordance with ethical codes in professional and scientific works.
X
13
Uses tools related to new media and communications, efficiently.
X
14
Develops and implement new media projects specifically developed for media organizations.
15
Sensitive to the environment, the universality of social rights and the protection of cultural values.
16
Knowledgeable about occupational health and safety and can use this information when necessary.
17
Uses Turkish language fluently and accurately in scientific and professional works.
X
Assessment Methods
Contribution Level
Absolute Evaluation
Rate of Midterm Exam to Success
40
Rate of Final Exam to Success
60
Total
100
ECTS / Workload Table
Activities
Number of
Duration(Hour)
Total Workload(Hour)
Course Hours
14
3
42
Guided Problem Solving
0
0
0
Resolution of Homework Problems and Submission as a Report
14
3
42
Term Project
2
12
24
Presentation of Project / Seminar
0
0
0
Quiz
0
0
0
Midterm Exam
1
20
20
General Exam
1
30
30
Performance Task, Maintenance Plan
0
0
0
Total Workload(Hour)
158
Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(158/30)
5
ECTS of the course: 30 hours of work is counted as 1 ECTS credit.
Detail Informations of the Course
Course Description
Course
Code
Semester
T+P (Hour)
Credit
ECTS
CONSUMER BEHAVIOR
-
Spring Semester
3+0
3
5
Course Program
Prerequisites Courses
Recommended Elective Courses
Language of Course
Turkish
Course Level
First Cycle (Bachelor's Degree)
Course Type
Elective
Course Coordinator
Prof.Dr. Ayşen AKYÜZ
Name of Lecturer(s)
Assist.Prof. Ahmet Serkan OKAY
Assistant(s)
PROF.DR.AYŞEN AKYÜZ
Aim
The objective of this course is to make students understand the consumer behavior, factors effecting the consumer behavior and have a command of consumer buying decision process. It covers the topics such as : Theories of consumer behavior, consumer buying decision process, factors (psychological, personal, cultural, social) influencing buying process, attitude formation, perception and learning.
Course Content
This course contains; Introduction to Consumer Behavior Tüketici Davranışına Giriş,Consumer Behavior and Ethics,Perception, Culture, Learning,Perception, Culture and Learning,Reference Groups,Personality,Personality ,Attitude and Persuasion,Motivation,Consumer Behavior Theories,Loyalty,Social Class and Income,Organizational Buying Process and Integral Business Strategies,New Tendencies at Consumer Behavior. .
Dersin Öğrenme Kazanımları
Teaching Methods
Assessment Methods
1. Explain the essentials and theories related to consumer behavior.
13, 16, 9
A
2. Comprehend the motivation.
13, 16, 9
A
3. Explain consumer buying decision process.
13, 16, 9
A
4. Explain ethics in consumer behavior.
13
C
5. Apprehend perception and learning in the context of consumer behavior.
10, 16, 9
A
6. Discusses culture in context of consumer behavior.
16, 9
C
7. Explains the theories of consumer behavior.
9
C
8. Summarizes concepts as loyalty, attitude.
13, 9
C
9. Explains the nature of CRM systems and integral business strategies.
13, 9
C
10. Explains the concepts such as social class and reference groups.
9
C
11. Apprehends the importance of personality in terms of Consumer Behavior.
9
C
Teaching Methods:
10: Discussion Method, 13: Case Study Method, 16: Question - Answer Technique, 9: Lecture Method
Assessment Methods:
A: Traditional Written Exam, C: Multiple-Choice Exam
Course Outline
Order
Subjects
Preliminary Work
1
Introduction to Consumer Behavior Tüketici Davranışına Giriş
2
Consumer Behavior and Ethics
Reading the section requested by the lecturer from the relevant chapter
3
Perception, Culture, Learning
Reading the section requested by the lecturer from the relevant chapter
4
Perception, Culture and Learning
Reading the section requested by the lecturer from the relevant chapter
5
Reference Groups
Reading the section requested by the lecturer from the relevant chapter
6
Personality
Reading the section requested by the lecturer from the relevant chapter
7
Personality
Reading the section requested by the lecturer from the relevant chapter
8
Attitude and Persuasion
Reading the section requested by the lecturer from the relevant chapter
9
Motivation
Reading the related section from textbook.
10
Consumer Behavior Theories
Reading the section requested by the lecturer from the relevant chapter
11
Loyalty
Reading the related section from textbook.
12
Social Class and Income
Reading of the related white paper
13
Organizational Buying Process and Integral Business Strategies
Reading of the related white paper
14
New Tendencies at Consumer Behavior.
Reading of the related white paper
Resources
1. Tüketici Davranışı. Odabaşı, Y., Barış, G. Mediacat Yayıncılık.
2. Tüketici Davranışları. Altunışık, R. Beta Yayıncılık.
3.Ed. Çakırer Mehmet Akif, Sezen Bozyiğit (2020) Tüketici Davranışları, Nobel Yayınevi, Ankara.
Powerpoint presentations
Course Contribution to Program Qualifications
Course Contribution to Program Qualifications
No
Program Qualification
Contribution Level
1
2
3
4
5
1
Knows the basic concepts and theoretical grounds related to the field.
2
Determines the facts related to New Media and Communication Systems and analyzes these facts with various dimensions.
3
Analyzes the needs of the media organizations and plans and applies strategies accordingly.
4
Plans new media projects and implements them.
5
Takes responsibility when necessary in the field related projects and proposes solutions to emerging problems.
X
6
Takes place as a member in a project-based teamwork; leads projects and plans events.
X
7
Observes the theoretical and factual problems with scientific methods related to new media and communication systems disciplines and sub-disciplines; analyzes the findings and presents them in scientific publications.
X
8
Has a high awareness towards lifelong learning. Follows the developments, innovations, opinions, methods and techniques regularly and uses them efficiently.
X
9
To be able to communicate orally and in writing in a foreign language at least at the B1 level of the European Language Portfolio.
X
10
Utilizes new communication technologies efficiently in professional and scientific works and follows the developments in new communication technologies regularly.
X
11
Plans social responsibility events and takes a role in implementation process.
X
12
Acts in accordance with ethical codes in professional and scientific works.
X
13
Uses tools related to new media and communications, efficiently.
X
14
Develops and implement new media projects specifically developed for media organizations.
15
Sensitive to the environment, the universality of social rights and the protection of cultural values.
16
Knowledgeable about occupational health and safety and can use this information when necessary.
17
Uses Turkish language fluently and accurately in scientific and professional works.
