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,Characteristics of Consumer Behavior,Theories of Consumer Behavior Tüketici Davranışı Teorileri,Perception,Memory and Learning,Motivation and interest,Personality and Psychographic Factors,Attitude and Persuasion,Reference Groups and Family,Culture and Sub-culture,Consumer Behavior Research,New Tendencies in Consumer Behavior,purchasing decision process,Group Influence and Social Media.
Dersin Öğrenme Kazanımları
Teaching Methods
Assessment Methods
Discuss the new tendincies and trends of consumer behavior.
10, 16, 9
A
1. Explain the essentials and theories related to consumer behavior.
13, 16, 9
A
2. Explain the main factors influencing consumer behavior.
13, 16, 9
A
3. Explain consumer buying decision process.
13, 16, 9
A
4. Explore consumer research.
13, 16, 9
A
Teaching Methods:
10: Discussion Method, 13: Case Study Method, 16: Question - Answer Technique, 9: Lecture Method
Assessment Methods:
A: Traditional Written Exam
Course Outline
Order
Subjects
Preliminary Work
1
Introduction to Consumer Behavior Tüketici Davranışına Giriş
2
Characteristics of Consumer Behavior
Reading the section requested by the lecturer from the relevant chapter
3
Theories of Consumer Behavior Tüketici Davranışı Teorileri
Reading the section requested by the lecturer from the relevant chapter
4
Perception
Reading the section requested by the lecturer from the relevant chapter
5
Memory and Learning
Reading the section requested by the lecturer from the relevant chapter
6
Motivation and interest
Reading the section requested by the lecturer from the relevant chapter
7
Personality and Psychographic Factors
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
Reference Groups and Family
Ders kitabından ilgili bölümün okunması
10
Culture and Sub-culture
Reading the section requested by the lecturer from the relevant chapter
11
Consumer Behavior Research
-
12
New Tendencies in Consumer Behavior
Reading of the related white paper
13
purchasing decision process
Reading of the related white paper
14
Group Influence and Social Media
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 Public Relations and Advertising and analyzes these facts with various dimensions.
3
Takes place in companies’ decision making mechanism using his/her expertise; determines problems and offers solutions.
X
4
Performs analysis for corporations and devises plans in order to cater the needs of the corporations.
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 Public Relations and Advertising 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
Uses Turkish language fluently and accurately in scientific and professional works.
X
10
Utilizes new communication technologies efficiently in professional and scientific works and follows the developments in new communication technologies regularly.
X
11
Communicates verbally and in writing using a foreign language at least at the European Language Portfolio B1 General level.
12
Acts in accordance with ethical codes in professional and scientific works.
X
13
Plans social responsibility events and takes a role in implementation process.
14
Performs the measurement and evaluation of communication activities.
15
Knowledgeable about occupational health and safety and can use this information when necessary.
16
Sensitive to the environment, the universality of social rights and the protection of cultural values.
X
17
Implements public relations and advertising campaigns in public and private companies using the methods and techniques related to the field.
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
-
Fall 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)
Lect. Sema SEZER
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,Characteristics of Consumer Behavior,Theories of Consumer Behavior Tüketici Davranışı Teorileri,Perception,Memory and Learning,Motivation and interest,Personality and Psychographic Factors,Attitude and Persuasion,Reference Groups and Family,Culture and Sub-culture,Consumer Behavior Research,New Tendencies in Consumer Behavior,purchasing decision process,Group Influence and Social Media.
Dersin Öğrenme Kazanımları
Teaching Methods
Assessment Methods
Discuss the new tendincies and trends of consumer behavior.
10, 16, 9
A
1. Explain the essentials and theories related to consumer behavior.
13, 16, 9
A
2. Explain the main factors influencing consumer behavior.
13, 16, 9
A
3. Explain consumer buying decision process.
13, 16, 9
A
4. Explore consumer research.
13, 16, 9
A
Teaching Methods:
10: Discussion Method, 13: Case Study Method, 16: Question - Answer Technique, 9: Lecture Method
Assessment Methods:
A: Traditional Written Exam
Course Outline
Order
Subjects
Preliminary Work
1
Introduction to Consumer Behavior Tüketici Davranışına Giriş
2
Characteristics of Consumer Behavior
Reading the section requested by the lecturer from the relevant chapter
3
Theories of Consumer Behavior Tüketici Davranışı Teorileri
Reading the section requested by the lecturer from the relevant chapter
4
Perception
Reading the section requested by the lecturer from the relevant chapter
5
Memory and Learning
Reading the section requested by the lecturer from the relevant chapter
6
Motivation and interest
Reading the section requested by the lecturer from the relevant chapter
7
Personality and Psychographic Factors
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
Reference Groups and Family
Ders kitabından ilgili bölümün okunması
10
Culture and Sub-culture
Reading the section requested by the lecturer from the relevant chapter
11
Consumer Behavior Research
-
12
New Tendencies in Consumer Behavior
Reading of the related white paper
13
purchasing decision process
Reading of the related white paper
14
Group Influence and Social Media
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 Public Relations and Advertising and analyzes these facts with various dimensions.
3
Takes place in companies’ decision making mechanism using his/her expertise; determines problems and offers solutions.
X
4
Performs analysis for corporations and devises plans in order to cater the needs of the corporations.
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 Public Relations and Advertising 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
Uses Turkish language fluently and accurately in scientific and professional works.
X
10
Utilizes new communication technologies efficiently in professional and scientific works and follows the developments in new communication technologies regularly.
X
11
Communicates verbally and in writing using a foreign language at least at the European Language Portfolio B1 General level.
12
Acts in accordance with ethical codes in professional and scientific works.
X
13
Plans social responsibility events and takes a role in implementation process.
14
Performs the measurement and evaluation of communication activities.
15
Knowledgeable about occupational health and safety and can use this information when necessary.
16
Sensitive to the environment, the universality of social rights and the protection of cultural values.
X
17
Implements public relations and advertising campaigns in public and private companies using the methods and techniques related to the field.
