Course Information

Course Name	Turkish	HAZIR GİYİMDE PAZARLAMA VE TÜKETİCİ DAVRANIŞI
	English	Market.&Cons.Beha.in App.Ind.
Course Code	TEK 535E	Credit	Lecture (hour/week)	Recitation (hour/week)	Laboratory (hour/week)
Semester	1	3	3	-	-
Course Language		English
Course Coordinator		Canan Sarıçam
Course Objectives		1. To provide a conceptual base for understanding and analysing the consumer behaviour towards apparel industry within the marketing activities. 2. To determine which factors influence the consumer behaviour and purchasing motivations. 3. To analyze the significance of consumer behaviour analysis for development and implementation of marketing strategies in apparel industry. 4. To examine the consumer behaviour for different distribution channels and fashion trends and concepts.
Course Description		Related to apparel industry; marketing activities; market/marketing research; fundamental marketing principles; consumers’ decision-making process and internal and external factors influencing thereof; analysis of consumer behaviour and statistical methods used; consumer behaviour towards different fashion trends and concepts (fast fashion, slow fashion, sustainable fashion); different distribution channels , e-trade (B2C) and consumer behaviour; integrated marketing communications and consumer behaviour.
Course Outcomes		At the end of the course, the students will have: I. Information about marketing activities; market/marketing research; fundamental marketing principles. II. Information about consumers’ purchase decision processes and internal and external factors influencing the decision process. III. Information about analysis of consumer behaviour and statistical methods used. IV. Ability to determine the consumer purchase motivations that can be important regarding different distribution channels and (exp: e-trade) and fashion trends and concepts. V. Information about the importance of the analysis of consumer behavior for marketing activities in apparel industry.
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