TÜRKÇE
ENGLISH
Information
| Code | EEY254 |
| Name | Consumer behavior |
| Term | 2023-2024 Academic Year |
| Semester | 4. Semester |
| Duration (T+A) | 2-0 (T-A) (17 Week) |
| ECTS | 3 ECTS |
| National Credit | 2 National Credit |
| Teaching Language | Türkçe |
| Level | Ön Lisans Dersi |
| Type | Normal |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | Doç. Dr. OSMAN İNANÇ GÜNEY |
| Course Instructor |
Doç. Dr. OSMAN İNANÇ GÜNEY
(A Group)
(Ins. in Charge)
|
Course Goal / Objective
To provide students with information about consumer behavior, its reasons, the factors affecting consumer behavior, consumption strategies, consumer perceptions and consumer psychology. It aims to learn what needs to be known about consumers and to produce better and more efficient services for consumers by evaluating the data to be owned.
Course Content
This course covers consumer behavior and its impact on businesses; the importance of consumer behavior in marketing, customer satisfaction, creating customer loyalty; consumption phenomenon, needs and wants; the concept and characteristics of consumer behavior; consumer behavior and marketing strategy; consumers' purchasing behavior and decisions; factors affecting the purchasing behavior of consumers; The purchasing decision process examines the purchasing habits of the consumers.
Course Precondition
N..a.
Resources
Tüketici Davranış, Mediacat kitapları, Yavuz Odabaş
Notes
Powerpoint presentation of the course, O. İnanç GÜNEY
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Can explain the reasons for consumers' behavior |
| LO02 | Can interpret the factors affecting the consumer |
| LO03 | Can explain consumption strategies |
| LO04 | Can interpret consumers' reactions |
| LO05 | It can provide the applicability of theoretical knowledge to practice by having sufficient concepts about consumer psychology. |
| LO06 | Have a basic understanding of consumer behavior (motivation, personality, perception, learning, and attitude) |
| LO07 | Learn the social and cultural dimensions of consumer behavior. |
| LO08 | Can examine consumer decision-making mechanisms |
| LO09 | Understands consumer behavior and marketing strategy link |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | Apply the knowledge of general economics to the real estate sector. | 3 |
| PLO02 | Beceriler - Bilişsel, Uygulamalı | Know the basic level of computer software and hardware required by the field and use it in related fields. | |
| PLO03 | Yetkinlikler - Alana Özgü Yetkinlik | Manages immovable management, trading and marketing processes. | 3 |
| PLO04 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | To be able to transfer theoretical knowledge to the problem solving process. | 4 |
| PLO05 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | With the sense of professional self-confidence, professional ethics and responsibility, he can conclude the duties he undertakes. | 3 |
| PLO06 | Beceriler - Bilişsel, Uygulamalı | Have the ability to learn current information and change it to business life openly to change and innovation. | 3 |
| PLO07 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Students can manage the processes in mother tongue and foreign languages by using the effective communication skills and information and communication tools. | |
| PLO08 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Have the ability to report and interpret the tasks given in the field of professional practice as desired. | |
| PLO09 | Bilgi - Kuramsal, Olgusal | Has the legal knowledge about the profession and can produce solutions using them. | |
| PLO10 | Yetkinlikler - Alana Özgü Yetkinlik | To be able to manage the value determination studies of immovables with solution oriented. | 3 |
| PLO11 | Yetkinlikler - Alana Özgü Yetkinlik | Has technical knowledge about the immovable and can carry out technical information based supervision applications. | |
| PLO12 | Yetkinlikler - Alana Özgü Yetkinlik | Manages real estate production and development activities. | 3 |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Marketing Basic Concepts and strategies, Consumer in Contemporary Marketing | Lecture powerpoint presentation | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 2 | Introduction to Consumer Behavior | Lecture powerpoint presentation | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 3 | Interdisciplinary Approaches in Consumer Behavior | Lecture powerpoint presentation | Öğretim Yöntemleri: Anlatım |
| 4 | Consumer Behavior Model | Lecture powerpoint presentation | Öğretim Yöntemleri: Anlatım |
| 5 | Consumer as an individual; Perception, Learning-Memory, Motivation, Value and interest | Lecture powerpoint presentation | Öğretim Yöntemleri: Anlatım, Tartışma, Soru-Cevap |
| 6 | Consumer as an individual; Attitude, Identity / Self | Lecture powerpoint presentation | Öğretim Yöntemleri: Anlatım |
| 7 | Consumer Portrait; Income, age, family structure, social status | Lecture powerpoint presentation | Öğretim Yöntemleri: Anlatım |
| 8 | Mid-Term Exam | Lecture powerpoint presentation | Ölçme Yöntemleri: Yazılı Sınav |
| 9 | Traditional / Modern Approaches and Theories in Consumer Behavior Veblen, Skinner, Pavlov, Freud etc. | Lecture powerpoint presentation | Öğretim Yöntemleri: Anlatım |
| 10 | Diffusion of Innovation, Group and Opinion leader influence | Lecture powerpoint presentation | Öğretim Yöntemleri: Anlatım |
| 11 | Consumer Information and Decision Making Process | Lecture powerpoint presentation | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 12 | Consumer Post-Purchase Evaluation | Lecture powerpoint presentation | Öğretim Yöntemleri: Anlatım |
| 13 | Culture and Lifestyle | Lecture powerpoint presentation | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 14 | Consumer Behavior with New Technologies | Lecture powerpoint presentation | Öğretim Yöntemleri: Anlatım |
| 15 | End of term evaluations | Lecture powerpoint presentation | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 16 | Term Exams | Ölçme Yöntemleri: Yazılı Sınav |
|
| 17 | Term Exams | Ölçme Yöntemleri: Yazılı Sınav |
Student Workload - ECTS
| Works | Number | Time (Hour) | Workload (Hour) |
|---|---|---|---|
| Course Related Works | |||
| Class Time (Exam weeks are excluded) | 14 | 2 | 28 |
| Out of Class Study (Preliminary Work, Practice) | 14 | 2 | 28 |
| Assesment Related Works | |||
| Homeworks, Projects, Others | 0 | 0 | 0 |
| Mid-term Exams (Written, Oral, etc.) | 1 | 6 | 6 |
| Final Exam | 1 | 16 | 16 |
| Total Workload (Hour) | 78 | ||
| Total Workload / 25 (h) | 3,12 | ||
| ECTS | 3 ECTS | ||