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Consumer Buyer Behaviour

Welingkar Institute of Management via Swayam

Found in Marketing

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Overview

This course "Consumer Buyer Behaviour" is from Welingkar Institute of Management Development & Research.

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 such as to buy or not to buy, to use or not to use in their behavioural reference to context. 

Consumer behaviour study looks into the way individuals decide, how individuals make decisions to spend their available scarce resources like money, time and energy on their 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 such as why they must buy, besides how, when, from where they will buy and how often they may buy. 

This course will help both students and market researchers to decide consumer’s behaviour. It will show how marketing information & research tools should be applied not only to solve the various 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 is consumer behaviour, its nature and classification
  • Describe the importance of consumer behaviour and the forces that drive change in it.
  • Apply these principles to strategic marketing.  
  • Illustrate an overview of the consumer behaviour scene in India
  • Apply research methodologies involved in data collection & analysis for both consumer research – quantitative & qualitative.
  • Describe the nature of consumer attitudes & understand change 
  • Comprehend marketing communication 
  • Explain the purpose & appeal of advertising. 
  • Recall group influence and consumer reference group.

Syllabus


COURSE LAYOUT


Week 1: Consumer Behavior Knowledge 
  • Introduction / Importance of Consumer Behaviour
  • "Forces that Drive the Change in Consumer Behaviour”
  • The Application of Consumer Buying Behaviour Principles to Strategic Marketing
  • The Role of Consumer Behaviour on Strategic Planning 
  • Consumer Scene in India
Week 2: Market Segmentation
  • Market Segmentation / Benefits of Segmentation
  • Limitations of Segmentation / Bases for Segmentation
  • Criteria for Effective Targeting of Market Segments / Implementing Segmentation Strategies
Week 3: Consumer Research
  • Consumer Research Process
  • Conducting Segmentation Research Study
  • Development of Motivational Research
  • Methods in Psychology (For Motivation and Other Psychological Aspects to be Probed)
Week 4: Consumer Need & Motivation
  • Constantly Evolving Needs and Goals
  • Arousal of Motives
  • Types and System of Needs
Week 5: Personality and Consumer Behaviour 
  • Personality Characteristics
  • Personality Theories
  • Personality and Consumer Behaviour
  • Brand Personality
Week 6: Consumer Psychographics and Perception
  • Understanding Psychographics / Application of Psychographic Analysis
  • Psychographic Consumer Segmentation Research: SRI VALS Program
  • Consumer Perception / Perceptual Mechanism
  • Store Image
Week 7:  The Nature of Consumer Attitudes and Change
  • What are Attitudes?
  • Components of Attitude
  • Learning Process
Week 8:  Diffusion and Adoption of New Products & Consumer Decision Making
  • The Diffusion Process
  • The Adoption Process
  • A Profile of the Consumer Innovator
  • Four Views of Consumer Decision Making
  • The Consumer Decision Making Process
  • Types of Purchase Decision Behaviours
  • Model of Buyer Behaviour
  • Post Purchase Behaviour
  • Relationship Marketing
Week 9:  Consumer Protection in India
  • Consumers Need Protection – Why?
  • Consumer Guidance Society of India (CGSI)
  • Rights of Consumers
  • Consumer Movement
  • Consumerism and Consumers’ Rights and Responsibilities
  • Business Malpractices
  • Legislative Regulations
  • Consumer Protection Councils and Consumer Education
Week 10:   Consumer Buyer Behaviour in Different Marketing Domains
  • Consumer Buyer Behaviour in Service Marketing
  • Consumer Buyer Behaviour in Business to Business Association


Taught by

Ashish Hathi

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