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CONSUMER BEHAVIOURS COURSE IDENTIFICATION AND APPLICATION INFORMATION

Code Name of the Course Unit Semester In-Class Hours (T+P) Credit ECTS Credit
UTY426 CONSUMER BEHAVIOURS 5 3 3 5

Objectives and Contents

Objectives: This course aims to introduce in which condition and area the consumer behaviour change and explanations for the components of this process and evaluation of them in order to develop marketing applications in institutions, profit or nonprofit oriented organizations, making analysis. This course aims to improve attitude for interpreting consumer behaviours, analyzing and organizing them.
Content: Contents of the course include definitions and general structure of consumer behaviour, substructure of consumer behaviour, marketing activities in terms of consumer behaviour, market segmentation, buying behavior of consumers, improving productivity of intermediary firms, consumer perspective and viewpoints, consumer behaviour from economic approaches, consumer psychology, socio-economic reasons effecting consumer behaviour, consumption requirement, consumers’ share in the protection of consumers, modern approaches.