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Consumer behavior

Course Description: This course examines the various cultural models often used to explain contemporary consumer behavior, with a focus on Hofstede's model. It also discusses convergence and divergence in consumption, national income, and social and demographic variables as significant drivers and influencers of consumer behavior. Additionally, personality traits, social processes, and mental processes are explored as important factors in marketing communications to enable a correct understanding of consumer behavior. Furthermore, it discusses various theories related to communication and advertising methods, taking into account differences in the use of media, both traditional and electronic.
Credit hours: 3
Objectives of the course :

By the end of this course, the student will be able to:
1. Understanding the impact of culture on consumer behavior.
2. Evaluating different cultural models for explaining consumer behavior.
3. Analysis of multiple factors that may affect contemporary consumer behavior.
4. Discussion of theories and concepts related to consumer behavior.
5. Explain how digital technologies can influence consumer behavior.
6. Develop awareness of different advertising methods and media usage.

Course outputs :

1. Distinguishing between concepts, principles, and theories in consumer behavior.
Applying concepts, principles, and theories to various consumer behavior situations.
3. Demonstrating written communication skills.
4. Possess oral communication skills in the field of consumer behavior.
Possessing computer application skills in consumer behavior.
6. Possessing scientific research skills in the field of consumer behavior.
7. Possessing critical thinking and analytical skills in the areas of consumer behavior.
8. Possessing strategic thinking skills and finding solutions in consumer behavior.
9. Belief in and practice of sustainability principles in consumer behavior.
10. Possession of leadership, teamwork, and decision-making skills in consumer behavior, and the ability to distinguish between related ethical issues.
11. Possessing social responsibility competence in areas of consumer behavior.
12. Ability to handle cultural diversity in consumer behavior situations.

Additional information:
  • Last updated: 2026-05-10

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