Consumer Behaviour

Overview

Drawing heavily from the fields of psychology, anthropology and economics; the concepts of Consumer Behaviour puts forth the decision-making processes of buyers, both individually and in groups. It studies the decision-making parameters at both individual as well as group levels as endeavors to understand the consumer preferences and choice heuristics. The course will also bring forth the parameters, process and conflicts while considering family as decision-making unit. The course will sensitize the participants about how the aforesaid concepts will help them in designing appropriate marketing mix and the overall marketing strategy.INTENDED AUDIENCE :NILPREREQUISITES :NILINDUSTRY SUPPORT :Marketing Department of the companies dealing in B2C and B2B markets

Syllabus

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 up