CONSUMER BEHAVIOUR

Course Description

This course is designed to address behavioral concepts and theories that are useful in understanding consumer behaviors and potential applications of marketing strategy development. Concepts and theories in social sciences, particularly social psychology, cognitive psychology, sociology and cultural anthropology, will be emphasized throughout this course with a specific reference to selected consumer issues. These topics include attitude formation, change, information processing, learning, group effects, electoral behaviors and cross-cultural consumer behaviors. It is aimed to understand how consumer's decision making processes work, how the internal and external factors affecting these processes and behaviors will differ and how these differences will affect the marketing strategies of firms through various psychological, situational and socio-cultural factors of consumer behavior theories, psychological and sociological bases and consumption process.

CONSUMER BEHAVIOUR

Evaluation Tools (Active Term)

Course outcomes

1. 01 Understand the role of consumer behavior in the marketing process
2. 02 Understand how consumers make purchase decisions and Identify the links between purchase decision models and market segmentatio
3. 03 Acknowledge of the development of each part of the marketing mix in relation to           consumer behavior and appreciate the link between quality and customer satisfaction

Course Syllabus

Reference Books & Course Materials

1. 01 Schiffman L. G. & Wisenblit J. (2019). Consumer Behavior 12E Pearson Prentice Hall
2. 02 Solomon, M. R., & Russell, C. A. (2026). Consumer behavior (15th ed.). PPearson Prentice Hall.
3. 03 Articles from journals

Learning Outcomes

1. L01 Understand the role of consumer behavior in the marketing process
2. L02 Understand how consumers make purchase decisions and Identify the links between purchase decision models and market segmentatio
3. L03 Acknowledge of the development of each part of the marketing mix in relation to           consumer behavior and appreciate the link between quality and customer satisfaction

Program Outcomes

1. P01 1. Develops and deepens his / her knowledge in the field of tourism and hotel management based on his / her undergraduate qualifications.
2. P02 2. Have knowledge about management and organization issues in the field of Tourism and Hotel Management.
3. P03 3. Has knowledge about production management and marketing in Tourism and Hotel Management.
4. P04 4. Tourism and Hotel Management, accounting and finance issues.
5. P05 5. Evaluate the concepts, ideas, data, and information in the sectoral and academic fields and solve the problems.
6. P06 6. Understands the interaction between disciplines related to tourism.
7. P07 7. Evaluate the sectoral conjuncture and make predictions about the future, determine strategic goals and targets, plan and implement them.
8. P08 8. Can prepare projects for the sector; take an active role in the programming, evaluation and execution phases.
9. P09 9. Have cognitive abilities such as attention, memory, judgment and evaluation, reasoning, problem-solving and decision making, understanding, and language production.
10. P10 10. Learn how to learn by learning from their mistakes by making solutions to the problems they face and adopt the principle of lifelong learning.
11. P11 11. Analyze the business, its competitors, the sector and the sectoral competitiveness through various graphs, matrices and tables.
12. P12 12. Knows at least one foreign language which is valid in the field of tourism management.
13. P13 13. Has sufficient knowledge about the sector and business issues such as occupational safety, worker health, social security, quality and sustainability.
14. P14 14. Has knowledge about his / her field and can transfer his / her knowledge, predictions, and thoughts orally and in writing.
15. P15 15. Can apply all stages of tourism industry-related businesses from investment decision to operate.
16. P16 16. Strategic, tactical and operational aspects of business management; comprehend local, national, international and global dimensions.

Po-Lo Matrix