Course Information
SemesterCourse Unit CodeCourse Unit TitleT+P+LCreditNumber of ECTS CreditsLast Updated Date
3İŞL223Consumer Behavior3+0+03417.08.2026
Course Details
Language of Instruction English
Level of Course Unit Bachelor's Degree
Department / Program Business Administration
Type of Program Formal Education
Type of Course Unit Compulsory
Course Delivery Method Face To Face
Objectives of the Course The aim of this course is to explain the various components of consumer behavior and to evaluate them in order to develop marketing practices in profit and / or non-profit organizations.
Course Content During the course, the historical development of consumer behavior as a science will be discussed. Models of consumer behavior and the relationship between consumer behavior and marketing will be explained. Individual differences that shape consumer behavior, lifestyles of consumers and market segmentation will be emphasized. This course will put emphasis on psychological processes, and situational effects that affect consumer behavior and socio-cultural factors that shape consumer behavior.
After learning the basic terms and ideologies until the midterms, students will learn about decision making, purchasing and post purchasing behaviors of consumers, how consumers think, the cognitive structures of consumers, research on consumer behavior and new consumer tendencies during the second half of the semester until the finals.

Course Methods and Techniques
Prerequisites and co-requisities None
Course Coordinator None
Name of Lecturers Associate Prof.Dr. Yakup DURMAZ
Assistants None
Work Placement(s) No

Recommended or Required Reading
Resources Suggested: Koç, Erdoğan, (2013), Tüketici Davranışı ve Pazarlama Stratejileri, Seçkin Publishing
Önerilen: Odabaşı, Yavuz ; Barış, Gülfidan (2008), Tüketici Davranışı, MadiaCat Yayınları
Course Notes No pre-requisite courses

Course Category
Social Sciences %100

Planned Learning Activities and Teaching Methods
Activities are given in detail in the section of "Assessment Methods and Criteria" and "Workload Calculation"

Assessment Methods and Criteria
In-Term Studies Quantity Percentage
Mid-terms 1 % 40
Final examination 1 % 60
Total
2
% 100

 
ECTS Allocated Based on Student Workload
Activities Quantity Duration Total Work Load
Course Duration 15 3 45
Hours for off-the-c.r.stud 15 3 45
Mid-terms 1 20 20
Final examination 1 40 40
Total Work Load   Number of ECTS Credits 5 150

 
Course Learning Outcomes: Upon the successful completion of this course, students will be able to:
NoLearning Outcomes
1 ÖThey will know basic theories and terms of consumer behavior
2 They will be able to advance the relationship between consumer behavior and interdisciplinary sciences. .
3 They will learn about psychological factors that affect purchasing behavior of consumers.
4 They will learn about the effects of sociological factors that affect purchasing behavior of consumers.
5 They will learn about the effects of cultural factors that affect purchasing behavior of consumers.
6 They will learn about the effects of personal factors that affect purchasing behavior of consumers

 
Weekly Detailed Course Contents
WeekTopicsStudy MaterialsMaterials
1 Introduction ( Introduction to Consumer Behavior, Basic Terms) Odabaşı, Yavuz ; Barış, Gülfidan (2008): 1-13 Koç, Erdoğan, (2013):1-33
2 Importance of Consumer Behavior, Interdisciplinary Approach in Consumer Behavior, General Model of Consumer Behavior (Consumer, Costumer and Commercial Costumer Terms, Needs and Wishes, Science of Consumer Behavior and the Notion of Marketing) Odabaşı, Yavuz ; Barış, Gülfidan (2008): 15-47 Koç, Erdoğan, (2013):44-56
3 Relationship Between Consumer Behavior and Marketing Strategies (Situation Analysis, Market Segmentation, Target Market Choosing, Positioning and Marketing Mix) Odabaşı, Yavuz ; Barış, Gülfidan (2008): 57-73 Koç, Erdoğan, (2013):60-89
4 Psychological Factors Affecting Consumer Behavior (Learning and Memory, Motivation and Involvement). Odabaşı, Yavuz ; Barış, Gülfidan (2008): 77-124 Koç, Erdoğan, (2013):173-268
5 Psychological Factors Affecting Consumer Behavior (Sensation and Perception). Odabaşı, Yavuz ; Barış, Gülfidan (2008): 127-152 Koç, Erdoğan, (2013):93-168
6 Psychological Factors Affecting Consumer Behavior (Sensation and Emotions). Odabaşı, Yavuz ; Barış, Gülfidan (2008): 157-184 Koç, Erdoğan, (2013):271-298
7 Psychological Factors Affecting Consumer Behavior (Ego, Values and Lifestyles). Odabaşı, Yavuz ; Barış, Gülfidan (2008): 1-13 Koç, Erdoğan, (2013):301-343
8 Midterm Exam -
9 Socio-Cultural Factors Affecting Consumer Behavior (Group Dynamic and Advisory Group ). Odabaşı, Yavuz ; Barış, Gülfidan (2008): 225-242 Koç, Erdoğan, (2013):411-416
10 Socio-Cultural Factors Affecting Consumer Behavior (Family, Family Life Cycle, Household). Odabaşı, Yavuz ; Barış, Gülfidan (2008): 245-265 Koç, Erdoğan, (2013):424-445
11 Socio-Cultural Factors Affecting Consumer Behavior (Personal Effects and Expanse of Innovation). Odabaşı, Yavuz ; Barış, Gülfidan (2008): 269-291 Koç, Erdoğan, (2013):385-33
12 Socio-Cultural Factors Affecting Consumer Behavior (Social Class and Culture, Cultural Values and Norms). Odabaşı, Yavuz ; Barış, Gülfidan (2008): 269-291 Koç, Erdoğan, (2013):385-407
13 Consumer Purchasing Decision Process and Structure (Situational Impacts, Consumer Decision Levels, Determining the Problem) Odabaşı, Yavuz ; Barış, Gülfidan (2008): 329-355 Koç, Erdoğan, (2013):449-465
14 Tüketici Satın Alma Karar Süreci ve Yapısı (Bilgi Arayışı, Seçeneklerin Değerlendirilmesi, Satın Alma ve Satın Alma Sonrası Davranış) Odabaşı, Yavuz ; Barış, Gülfidan (2008): 357-397 Koç, Erdoğan, (2013):456-466
15 Final Exam -

 
Contribution of Learning Outcomes to Programme Outcomes
P1 P2 P3 P4 P5 P6 P7 P8
C1 5
C2 5 4 2
C3 5 4 2 1 1
C4 5 4 3 1 3
C5 5 4 1
C6 5 4 2 4 1 1 3

  Contribution: 1: Very Slight 2:Slight 3:Moderate 4:Significant 5:Very Significant