Kocaeli University / European Credit Transfer System (ECTS)

Name of Lecturer(s)

Assistant Prof. Dr. Duygu FIRAT

Learning Outcomes of the Course Unit
Program Competencies-Learning Outcomes Relation

Learning Outcomes of the Course Unit

1) Explain the consumer behavior's theories in marketing literature.
2) Explain the affecting factor on consumer behaviors.
3) Explain the process of consumer buying decision.
4) Determine the methods of consumer behavior's research.
5) Explain the analyses of estimating consumer behaviors.

Program Competencies-Learning Outcomes Relation

Bölümün/programın program yeterlilikleri sistemde olmadığından ilişkilendirme işlemi yapılamamıştır.

Mode of Delivery

Face to Face

Prerequisites and Co-Requisites

None

Recommended Optional Programme Components

Not Required

Course Contents

Consumer Behavior investigates consumers behavior in market. Social Psychology ve behavioral purchase decision behaviour processes, motivation, perception, attitude and persusasion, reference group affect, concsious an unconsious consumer behavior, senses and neuromarketing are the subjects of the course.

Weekly Schedule

1) The Concept and Characteristics of Consumer Behavior
2) The Importance of Consumer Behavior in Marketing
3) Consumer Perception
4) Learning and Memory
5) Motivation and Involvement
6) Attitudes and Emotions
7) Personality and Individuality
8) Midterm Examination/Assessment
9) Values and Life Style
10) Reference Groups and Family
11) Personal Influence and Diffusion of Innovations
12) Structure of Consumer Decision Making Process
13) Purchase and Post-Purchase Behaviors
14) Consumer Protection
15) Review
16) Final Examination

Planned Learning Activities and Teaching Methods

1) Lecture
2) Question-Answer
3) Discussion
4) Case Study
5) Self Study

Assessment Methods and Criteria

Contribution of Midterm Examination to Course Grade	30%
Contribution of Final Examination to Course Grade	70%
Total	100%

Language of Instruction

Turkish

Work Placement(s)