COURSE UNIT TITLE

: CONSUMER BEHAVIOUR

DEGREE PROGRAMMES

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
SEC 4059 CONSUMER BEHAVIOUR ELECTIVE 3 0 0 5

Offered By

Gastronomy and Culinary Arts

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

ASSOCIATE PROFESSOR PINAR IŞILDAR

Offered to

Gastronomy and Culinary Arts

Course Objective

The objective of this course is to analyze individual, social and situational factors affecting consumer decision making in tourism sector as well as recent trends and ethical dimension of consumer behaviour in global scale.

Learning Outcomes of the Course Unit

1   To be able to analyze individual factors (personality, life style, motivation, perception etc.) and social factors (culture, sub-culture, social class, reference group, family etc.) affacting consumer behaviour.
2   To be able to analyze factors and processes in consumer decision making.
3   To be able to acquire competencies to conduct research on consumer behaviour in tourism.
4   To be able to defend the rights and protection of consumer and the practice socially responsible marketing

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 The Concept of Consumer Behavior and Interdisciplinary Approach The concept of consumer behavior and its relationships with other disciplines will be examined.
2 Consumer Behavior and Marketing Strategy Consumer behavior and its place and importance in marketing will be discussed.
3 Consumers: Shopping, Purchasing and Evaluation Consumers: Shopping, purchasing and evaluation issues will be examined.
4 Individual Influences on Consumer Behavior: Personality, Values and Lifestyles Personal characteristics, values and lifestyles in consumer behavior will be examined.
5 Socio-Cultural and Group Influences on Consumer Behavior Socio-cultural and Group effects influences on consumer behavior will be examined.
6 Consumer Behavior Models Black Box Model, Explanatory (Traditional Classical) Model and Descriptive (Contemporary) Models will be examined.
7 Risks Perceived by Consumers When Purchasing Products Functional Risk, Physical Risk, Financial Risk, Social Risk, Psychological Risk, Time Risk will be examined.
8 Customer Types and Consumer Attitudes Cognitive Attitude, Emotional Attitude, Behavioral Attitude will be examined.
9 Consumer Purchase Decision Process The concept and approaches to decision, decision types and processes will be examined.
10 Consumer Purchase Decision Process The concept and approaches to decision, decision types and processes will be examined.
11 Digital Age and Its Effects on Consumer Behavior The effects of the digital age on consumer behavior will be examined.
12 Consumer Bias, Consumer Rights and Responsibilities Consumer rights protection issues will be examined.
13 Behavioral Addiction and Combating Addiction Understanding consumer behavior in combating addiction and understanding behavioral addiction will be discussed.
14 Presentations student presentations

Recomended or Required Reading

Main Reference:
Michael R. Solomon (2020).Tüketici Davranışları: Satın Alma Sahip Olma ve Varoluş. Nobel Akademik Yayıncılık

Other References:
Yavuz Odabaşı ve Gülfidan Barış (2003). Tüketici Davranışı. Mediacat Yayıncılık
Erdoğan Koç (2016). Tüketici Davranışı ve Pazarlama Stratejileri:Global ve Yerel Yaklaşım. Seçkin Yayıncılık

Planned Learning Activities and Teaching Methods

Lecture, presentation, question and answer, discussion, role play, guest speaker, video presentation

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 VZ Vize
2 FN Final
3 BNS BNS VZ*0.40+FN * 0.60
4 BUT Bütünleme Notu
5 BBN Bütünleme Sonu Başarı Notu VZ*0.40+BUT * 0.60


Further Notes About Assessment Methods

1.Midterm Exam: Mid-term exam covers the topics examined in the course and weekly assignments (40%).
2.Final Exam: Final exam covers all subjects in the course content. Students are also responsible for the discussion, practice and case studies (60%).

Assessment Criteria

Exam papers will be evaluated regarding the level of understanding, as well as defining the causality between the basic concepts and issues of the lecture, ability of giving examples and analytical thought, and using relevant terminology.

Language of Instruction

Turkish

Course Policies and Rules

1. It is obligatory to attend at least 70% of the classes
2. Plagiarism of any type will result in disciplinary action.
3. It is essential that students make use of the reading list
4. Students are expected to be involved in class discussions

Contact Details for the Lecturer(s)

pinar.isildar@deu.edu.tr

Office Hours

Tuesday, 09:30-12:00

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 14 3 42
Preparations before/after weekly lectures 14 3 42
Preparation for midterm exam 1 20 20
Preparation for final exam 1 20 20
Midterm 1 1 1
Final 1 1 1
TOTAL WORKLOAD (hours) 126

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6PO.7PO.8PO.9PO.10PO.11PO.12
LO.111
LO.2111
LO.31
LO.411

CONTACT INFORMATION
Dokuz Eylül Üniversitesi Cumhuriyet Bulvarı No: 144 35210 Alsancak / İZMİR
Phone: +90(232) 412 12 12 - Fax: +90 (232) 464 81 35

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