Faculty : Prof. Lavina Khilnani (MBA)

All marketing actions revolve around the consumer. For a brand or product to appeal to consumers and earn their loyalty, it is critical that it is not only created/designed but also promoted with the consumer's interests, goals, and preferences in mind. As a result, a thorough understanding of consumer behavior is essential for effective marketing.

The course is tailored to the needs of both marketing students and professionals. This course will introduce the learner to the behavioral aspects of marketing, allowing them to have a firm conceptual understanding of the fundamentals of marketing.

The course provides additional insight into the practical application of Consumer Behaviour principles, with numerous instances of practicality of Consumer Behaviour theories as exhibited by various brands and companies throughout the decades.

Objectives of the course

• To gain a thorough and systematic understanding of consumer behavior.
• To investigate how personal, socio cultural, and environmental factors influence consumer decision-making.
• To enable students to build and evaluate marketing strategies based on consumer buying behavior elements.
• To provide students with a perspective on how market research may be used to develop effective marketing strategies

Course Outcomes

After completion of the course students will be able to:

• CO1. Demonstrate how knowledge of consumer behavior may be applied to marketing.
• CO2.Determine and describe the factors that impact customer behavior.
• CO3. Link internal dynamics like personality, perception, learning motivation, and attitude to customer decisions.
• CO4. As part of a group, write an effective research report on consumer behavior concerns in a specific scenario.