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Consumer Behavior
Online
12 Weeks
Free Quick 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
Introduction
- Nature, scope & application, Characteristics of consumer Behaviour
- Role of consumer research, Consumer behavior - interdisciplinary approach
- Importance of Consumer behaviour in marketing decisions
Introduction
- Introduction to ‘Industrial Buying
- Market Segmentation
- Targeting and positioning
Motivation and Personality
- Characteristics of motivation, arousal of motives, Theories of needs & motivation: Maslow’s hierarchy of needs,
- Mclelland’s APA theory, Murray’s list of psychogenic needs,
- Bayton’s classification of motives, self-concept & its importance, types of involvement
Motivation and Personality
- Personality & Consumer Behaviour: Importance of personality, theories of personality- Freudian theory, Jungian
theory
- Neo-Freudian theory, Trait theory: Theory of self-images; Role of self-consciousness.
- Traits Approach and Types Approach to Personality
- Customer Perception
- Learning & Consumer Involvement
- Learning Theory – I (Classical Conditioning & Instrumental Conditioning)
- Learning Theory – II (Cognitive learning & Involvement theory)
- Customer Attitude
- Communication and Consumer Behavior
- Group Dynamics & consumer reference groups
- Family & Consumer Behaviour
- Role of Children in Buying Behaviour
- Determinants of social class, measuring & characteristics of social class
- Culture & Consumer Behaviour
- Opinion Leadership Process
- Definition of innovation, product characteristics, influencing diffusion, resistance to innovation, adoption
- Consumer Decision making process
- Models of Consumer Decision making – I
- Models of Consumer Decision making –II
- Interview