COURSE UNIT TITLE

: CONSUMER BEHAVIOR

DEGREE PROGRAMMES

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
TUR 2024 CONSUMER BEHAVIOR COMPULSORY 3 0 0 3

Offered By

Tourism Management

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

ASSISTANT PROFESSOR GÜZIDE ZEYNEP ÇANKAYA

Offered to

Tourism Management

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 evaluate consumer behaviour in tourism by analyzing consumer decision making and preference models and steps.
4   To be able to acquire competencies to conduct research on consumer behaviour in tourism.
5   To be able to defend the rights and protection of consumer and the practice socially responsible marketing
6   To be able to apply the knowledge acquired in tourist behaviour to tourism marketing management.

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Behavior: Definition and characteristics The concept of consumer behavior and its relationships with other disciplines
2 Consumer Behavior and Marketing Strategy The role and significance of consumer behavior in marketing, types of consumers
3 Consumers: Shopping, Purchasing, and Evaluation The topics of shopping, purchasing, and evaluation by consumers will be examined
4 Personal Influences on Consumer Behavior: Personality, Values, Attitudes, and Lifestyles Personal characteristics, values, and lifestyles in consumer behavior will be explored
5 Socio-Cultural Influences on Consumer Behavior Socio-cultural and group influences on consumer behavior will be examined
6 Psychological Influences on Consumer Behavior and Perceived Risks in Product Purchase Perception, learning, attitudes, beliefs, and functional risk, physical risk, financial risk, social risk, psychological risk, and time risk will be discussed
7 Consumer Behavior Models The Black Box Model, Explanatory (Traditional Classical) Model, and Descriptive (Contemporary) Models will be examined
8 Consumer Attitudes Cognitive Attitude, Emotional Attitude, and Behavioral Attitude will be explored
9 Purchase Decision Process I The concept of decision-making and its approaches, types of decisions, and the decision-making process will be examined
10 Purchase Decision Process II The concept of decision-making and its approaches, types of decisions, and the decision-making process will be examined
11 Post-evaluation Behavior and Experience The concepts of consumer experience, satisfaction, and loyalty will be explained
12 Consumer Behavior in Digital Age The effects of the digital age on consumer behavior will be examined
13 Consumer Advocacy, Consumer Rights, and Responsibilities Issues related to the protection of consumer rights will be discussed
14 Culture and Postmodernism Contemporary consumer behavior patterns will be addressed, along with a general review of the term

Recomended or Required Reading

Main Reference:
John Swarbrooke and Susan Horner (2006). Consumer Behavior in Tourism, Butterworth-Heinemann

Other References:
Abraham Pizam and Yoel Mansfeld (2001). Consumer Behavior in Travel and Tourism. New York: Haworth Hospitality Press.
Del I. Hawkins, David L., Motherbaugh and Roger Best (2010). Consumer Behavior. Building Marketing Strategy. Eleveth Edition. New York, NY: McGraw-Hill.
Gerrit Antonides and W. Fred Raaij (Editors) (1999). Case Studies in Consumer Behavior. Wiley and Sons Inc.
Hale N. Tongren (1993). Cases in Consumer Behavior. New Jersey: Prentice Hall.
John Mowen and Michael S. Minor (2001). Consumer Behavior: A Framework. Upper Saddle River, New Jersey.
Martha McEnally (2002). Cases in Consumer Behavior. Volumes I & II New Jersey: Prentice Hall.
Michael R. Solomon (2011). Consumer Behavior: Buying, Having, and Being. Ninth Edition. New Jersey: Prentice Hall
Wayne D. Hoyer and Deborah J. MacInnis (2007). Consumer Behavior. Boston: Houghton Mifflin Co.

Planned Learning Activities and Teaching Methods

Lectures, presentation, question-asnwer, homeworks, case studies

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

English

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)

zeynep.egeli@deu.edu.tr

Office Hours

Monday / 14:00-16:00

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 14 3 42
Preparations before/after weekly lectures 14 2 28
Preparation for midterm exam 1 5 5
Preparation for final exam 1 8 8
Midterm 1 2 2
Final 1 2 2
TOTAL WORKLOAD (hours) 87

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6PO.7PO.8PO.9PO.10PO.11PO.12
LO.15
LO.25
LO.35
LO.45
LO.55
LO.65

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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