İşletme ve Yönetim Bilimleri Fakültesi · Uluslararası Ticaret ve Finansman · Lisans
Dersin Amacı
Course aims are:
- Understand the processes used when individuals, group or organizations make consumption decisions.
- Learn the basic analytic frameworks and concepts that managers use to better understand their customers, as well as broader marketplace behaviors and consumption trends.
- Understand the processes used when individuals, group or organizations make consumption decisions.
- To familiarize you with research in consumer behavior with special focus on social psychology to help you appreciate some of key psychological processes that potentially influence consumer behavior.
- Understand how the selection, use and disposal of consumer goods affect almost every aspect of our daily lives.
- Understand how and why marketers craft particular messages to appeal to consumers and to understand the strategic importance of this process for businesses.
Ders İçeriği
Consumer Behavior it informs the design of marketing strategy and planning by providing insights about the:
- evolving consumer landscape;
- consumer information processing and decision - making;
- consumer purchase and product usage patterns and influences;
-and consumer motivation and meaning. Every day, we are exposed to hundreds or thousands of marketing stimuli, which are designed to inform, persuade, and influence our purchase decisions. These stimuli are designed and constructed based upon the implicit theories that marketers have about how consumers behave. Throughout this course, we will focus on the understanding of consumer behavior, how and why consumers make purchase decisions. Also we will examines concepts and principles that marketers can use to better understand customers and meet their needs.
Zorunlu Kaynaklar
Koç, Erdoğan (2025), Tüketici Davranışı ve Pazarlama Stratejileri, 10. Baskı, Ankara: Seçkin Yayınları.
Önerilen Kaynaklar
İslamoğlu, Ahmet Hamdi ve Remzi Altunışık (2017), Tüketici Davranışları, 5. Baskı, İstanbul: Beta Yayınları.
Dersin Öğrenme Çıktıları
- Gain a managerial perspective on issues related to consumer behavior
- Utilize marketing research techniques to implement competitive marketing decisions.
- Identify the elements of the communication process between buyers and sellers in business.
- Exploring how psychological factors such as motivation, perception, learning, attitudes, and beliefs influence consumer behavior
- SKILLS
- Students learn to effectively communicate their understanding of consumer behavior concepts, research findings, and insights to various stakeholders, both verbally and in writing
- Students learn to analyze consumer behavior data, market trends, and research findings to draw insights into consumer preferences and decision-making processes.
- COMPETENCIES
- Understanding market dynamics, trends, and consumer segments to identify opportunities for innovation and growth.
- Understanding how cultural differences impact consumer behavior and being able to adapt marketing strategies accordingly in diverse markets.
- Being able to adapt to changing market conditions, consumer preferences, and emerging trends in the field of consumer behavior.
- KNOWLEDGE
Temel Alan Dağılımı
Öğretim Yöntem ve Teknikleri
Ölçme ve Değerlendirme
AKTS / İş Yükü
| Etkinlik | Sayı | Süre (saat) | Toplam İş Yükü |
|---|---|---|---|
| Ders Süresi (Sınav Haftası Dahil) | 14 | 3 | 42 |
| Sınıf Dışı Ders Çalışma Süresi | 14 | 1 | 14 |
| Ara Sınav | 15 | 1 | 15 |
| Kısa Sınav | 0 | 0 | 0 |
| Ödev | 2 | 9 | 18 |
| Uygulama | 0 | 0 | 0 |
| Final | 30 | 1 | 30 |
Ders Akışı
| Hafta | Konu | Ön Hazırlık |
|---|---|---|
| 1 | Tüketici Davranışına Giriş | Michael R Solomon, Buying, Having and Being, 11 Edition, Pearson, 2015 |
| 2 | Tüketim süreci | Solomon, M. R. (2015). Consumer Behavior: Buying, Having. and Being (11th ed.). Upper Saddle River, New Jersey: Pearson Education, Inc. |
| 3 | Birey Olarak Tüketiciler: Algılama | Solomon, M. R. (2015). Consumer Behavior: Buying, Having. and Being (11th ed.). Upper Saddle River, New Jersey: Pearson Education, Inc. |
| 4 | Öğrenme ve Hafıza | Solomon, M. R. (2015). Consumer Behavior: Buying, Having. and Being (11th ed.). Upper Saddle River, New Jersey: Pearson Education, Inc. |
| 5 | Tutumlar ve İkna | Solomon, M. R. (2015). Consumer Behavior: Buying, Having. and Being (11th ed.). Upper Saddle River, New Jersey: Pearson Education, Inc. |
| 6 | Tüketici Davranışı Araştırma Yöntemleri | Solomon, M. R. (2015). Consumer Behavior: Buying, Having. and Being (11th ed.). Upper Saddle River, New Jersey: Pearson Education, Inc. |
| 7 | Ara Sınav İçin Revizyon | sınıf tartışması |
| 8 | Ara Sinav | yazılı |
| 9 | Karar verme | Solomon, M. R. (2015). Consumer Behavior: Buying, Having. and Being (11th ed.). Upper Saddle River, New Jersey: Pearson Education, Inc. |
| 10 | Hanehalkı Karar Verme | Solomon, M. R. (2015). Consumer Behavior: Buying, Having. and Being (11th ed.). Upper Saddle River, New Jersey: Pearson Education, Inc. |
| 11 | Satın Alma ve Bertaraf | Solomon, M. R. (2015). Consumer Behavior: Buying, Having. and Being (11th ed.). Upper Saddle River, New Jersey: Pearson Education, Inc. |
| 12 | Toplumsal Sınıf ve Yaşam Tarzları | Solomon, M. R. (2015). Consumer Behavior: Buying, Having. and Being (11th ed.). Upper Saddle River, New Jersey: Pearson Education, Inc. |
| 13 | Grup Etkisi ve Görüş Liderliği | Solomon, M. R. (2015). Consumer Behavior: Buying, Having. and Being (11th ed.). Upper Saddle River, New Jersey: Pearson Education, Inc. |
| 14 | Bireysel rapor sunumu | Q&A |
| 15 | Bireysel rapor sunumu | Q&A |
| 16 | Final Sınavı | yazılı |