Consumer Behavior
Online
12 WeeksQuick Facts
| Medium Of Instructions | Mode Of Learning | Mode Of Delivery |
|---|---|---|
| English | Self Study | Video 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