Program of Tourism and Hotel Management

At the end of this course, the students;

1. Explain the importance of consumer behavior in the market.
2. Define the elements that constitute the concept of consumer behavior (desires, needs, expectations, etc.) and the purchasing roles within the family.
3. Explain the perspectives of different disciplines on consumer behavior and the elements that constitute behavioral models.
4. Describe the psychological factors influencing consumer behavior (learning and memory, motivation and involvement, sensation and perception, attitudes, attitude change, emotions, personality and self, values, and lifestyle).
5. Describe the socio-cultural factors influencing consumer behavior (group dynamics, reference groups, family, personal influences, diffusion of innovations, social class, culture).
6. Explain the stages of the consumer purchasing process (structure of the decision-making process, problem recognition, information search, evaluating alternatives, purchase, and post-purchase behavior) and the factors that affect this process.
7. Discuss possible consumer actions in cases of post-purchase dissatisfaction.

• Lecture
• Discussion
• Case Study