In this course, the fundamentals of consumer behavior, which are decisive in the marketing and sales of consumer products and services, will be explained with theoretical models and practical examples. Focusing on the answers to the questions of who, what, when, how, where and why behind the consumers' product and service evaluation, selection, purchase and use decisions, the behavior patterns and reasons of the target audiences of the brands will be covered with examples. In this course, the effects of digital platforms and social networks, which are increasingly used by brands and consumers, on consumer behavior will be discussed.