Program of Tourism Management

At the end of this course, the students;

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

• Lecture
• Discussion
• Questions/Answers