Consumer Behaviour
Course Overview
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.
Syllabus
| Session No. | Topics |
|---|---|
| 1 | Defining, Introducing the concept of Consumer Behaviour and its importance |
| 2 | Consumer Research: Quantitative and Qualitative Research |
| 3 | Consumer Research: Quantitative and Qualitative Research |
| 4 | Consumer Research Process |
| 5 | Consumer Research Process |
| 6 | Case |
| 7 | Understanding Consumer Behaviour Segments and various segmentation types |
| 8 | Consumer Motivation |
| 9 | Consumer Motivation |
| 10 | Case |
| 11 | Personality, Self image |
| 12 | Personality, Self image |
| 13 | Learning principles in Consumer Behaviour |
| 14 | Family and Personal Influences |
| 15 | Project Discussion |
| 16 | Environmental Influences |
| 17 | Socio-Cultural Factors and their impact on Consumers |
| 18 | Case |
| 19 | Communication and Behaviour |
| 20 | Consumer Perception and Marketing strategies |
| 21 | Consumer Perception and Marketing strategies |
| 22 | Consumer Attitudes and Branding Strategies |
| 23 | Consumer Attitudes and Branding Strategies |
| 24 | Diffusion of Innovation |
| 25 | Case |
| 26 | Culture and Consumer Behaviour |
| 27 | Consumer Decision Process |
| 28 | Purchasing Processes |
| 29 | Post Purchase Behaviour |
| 30 | Case |