Consumer Behaviour
Indian Institute of Technology, Kharagpur and NPTEL via Swayam
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72
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Overview
INTENDED AUDIENCE :NILPREREQUISITES :NILINDUSTRY SUPPORT :Marketing Department of the companies dealing in B2C and B2B markets
Syllabus
COURSE LAYOUT
Week 1: Introduction to Consumer Behaviour, The Changing Patterns of Consumer Behaviour, Use of Market , Segmentation in Consumer Behaviour, Dimensions of Consumerism, Process of MotivationWeek 2: Theories of Motivation-1, Theories of Motivation-2, Consumer Involvement, Case study on Motivation and Involvement, Consumer perception and imageryWeek 3: Case Study on Consumer Perception formation, Theories of Personality, Self-Concept, Learning theories, Case Study on Consumer Learning ProcessWeek 4: Attitude Formation-1, Attitude Formation-2, Changing Attitude, Attitude Formation, Case Study on Consumer, Consumers’ ValueWeek 5: AIO classification of Lifestyle, VALSTM Typology, Application of Lifestyle in Marketing, Culture and subculture, Group as a determinant of buyer behaviourWeek 6: Celebrities as Reference group, Concept of family and family life-cycle, Family Buying Decisions, Case Study on Family Buying Decisions, Diffusion of InnovationWeek 7: Opinion Leadership Types of Consumer Buying Behaviour, Black-Box Model, Modelling Buyer Behaviour-1, Modelling Buyer Behaviour-2Week 8: Modelling Buyer Behaviour-3, Modelling Industrial buyer Behaviour-1,Modelling Industrial buyer Behaviour-2, Dimensions of Consumer Research, Course Wrap upTags
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