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.