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Quick Facts

Medium Of InstructionsMode Of LearningMode Of Delivery
EnglishSelf StudyVideo and Text Based

Courses and Certificate Fees

Certificate Availability
no

The Syllabus

  • Lecture 1: Nature, scope & application, Characteristics of consumer Behaviour
  • Lecture 2: Importance of Consumer behaviour in marketing decisions
  • Lecture 3: Role of consumer research, Consumer behavior - interdisciplinary approach
  • Lecture 4: Introduction to ‘Industrial Buying
  • Lecture 5: Market Segmentation
  • Lecture 6: Targeting and positioning

  • Lecture 7: Characteristics of motivation, arousal of motives, Theories of needs & motivation: Maslow’s hierarchy of needs
  • Lecture 8: Mclelland’s APA theory, Murray’s list of psychogenic needs
  • Lecture 9: Bayton’s classification of motives, self-concept & its importance, types of involvement
  • Lecture 10: Personality & Consumer Behaviour: Importance of personality, theories of personality- Freudian theory, Jungian theory
  • Lecture 11: Neo-Freudian theory, Trait theory: Theory of self-images; Role of self-consciousness
  • Lecture 12: Traits Approach and Types Approach to Personality

  • Lecture 13: Customer Perception
  • Lecture 14:  Learning & Consumer Involvement
  • Lecture 15:  Learning Theory – I (Classical Conditioning & Instrumental Conditioning)
  • Lecture 16: Learning Theory – II (Cognitive learning & Involvement theory)
  • Lecture 17: Customer Attitude
  • Lecture 18:  Communication and Consumer Behavior

  • Lecture 19: Group Dynamics & consumer reference groups
  • Lecture 20: Family & Consumer Behaviour
  • Lecture 21: Role of Children in Buying Behaviour
  • Lecture 22: Determinants of social class, measuring & characteristics of social class
  • Lecture 23: Culture & Consumer Behaviour
  • Lecture 24: Opinion Leadership Process

  • Lecture 25: Definition of innovation, product characteristics, influencing diffusion, resistance to innovation, adoption process
  • Lecture 27: Models of Consumer Decision making – I
  • Lecture 26: Consumer Decision making process
  • Lecture 28: Models of Consumer Decision making –II
  • Lecture 29: Interview

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