This course "Consumer Buyer Behaviour" is from Welingkar Institute of Management Development & Research Its a 4 Credit Course.
Consumer behaviour represents the behavioural context in which consumers operate while searching for, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs. It covers both aspects namely to buy or not to buy, to use or not to use. All these happen within the context of their behavioural reference.
Consumer behaviour study focuses to understand the way individuals decide, how individuals make decisions to spend their available scarce resources (like money, time and energy) on the chosen item for consumption.
Such insights help marketers to develop a new product, position it correctly and develop appropriate promotional strategies.During consumer behaviour understanding, marketers try to find an answer to the numerous questions like why they must buy, besides how, when, from where they will buy and how often they may buy.
This course will help participants to develop an ability to unlock the mind (the black box) which shapes his needs, motives, personality, attitude, perception and other aspects shaping his behaviour including buying behaviour. Learning will be equally relevant in today’s digital world. Post learning, participants will be better prepared to various marketing problems but also identify opportunities to grow in today’s growing competitive business.
At the end of the course, students will be able to:
Explain what consumer behaviour is, its nature and classificationDescribe the importance of consumer behaviour and the forces that drive change in it.Understand better ways to segment, needs and motivation dynamicsDecode how personality, perception and attitude shape buying behaviourApply research methodologies involved in data collection & analysis for both consumer research – quantitative & qualitativeKnow everything about the diffusion and Adoption of New Products & Consumer Decision MakingApply learning in their strategic marketing initiatives