Consumer Buyer Behaviour

By Ashish Hathi   |   Welingkar Institute of Management
Learners enrolled: 3222
This course "Consumer Buyer Behaviour" is from Welingkar Institute of Management Development & Research Its a 4 Credit Course.

Consumer behaviour
represents the behavioural context in which consumers operate while searching for, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs. It covers both aspects such as to buy or not to buy, to use or not to use in their behavioural reference to context. 

Consumer behaviour study looks into the way individuals decide, how individuals make decisions to spend their available scarce resources like money, time and energy on their chosen item for consumption.
Such insights help marketers to develop a new product, position it correctly and develop appropriate promotional strategies. 

During consumer behaviour understanding, marketers try to find an answer to the numerous questions such as why they must buy, besides how, when, from where they will buy and how often they may buy. 

This course will help both students and market researchers to decide consumer’s behaviour. It will show how marketing information & research tools should be applied not only to solve the various problems but also identify opportunities to grow in today’s growing competitive business.

At the end of the course, students will be able to:
  • Explain what is consumer behaviour, its nature and classification
  • Describe the importance of consumer behaviour and the forces that drive change in it.
  • Apply these principles to strategic marketing.  
  • Illustrate an overview of the consumer behaviour scene in India
  • Apply research methodologies involved in data collection & analysis for both consumer research – quantitative & qualitative.
  • Describe the nature of consumer attitudes & understand change 
  • Comprehend marketing communication 
  • Explain the purpose & appeal of advertising. 
  • Recall group influence and consumer reference group.

Course Status : Completed
Course Type : Core
Duration : 12 weeks
Start Date : 15 Jul 2019
End Date : 31 Oct 2019
Exam Date : 09 Nov 2019 IST
Category :
  • Management Studies
Credit Points : 4
Level : Postgraduate

Page Visits

Course layout

Week 1: Consumer Behavior Knowledge 
  • Introduction / Importance of Consumer Behaviour
  • "Forces that Drive the Change in Consumer Behaviour”
  • The Application of Consumer Buying Behaviour Principles to Strategic Marketing
  • The Role of Consumer Behaviour on Strategic Planning 
  • Consumer Scene in India
Week 2: Market Segmentation
  • Market Segmentation / Benefits of Segmentation
  • Limitations of Segmentation / Bases for Segmentation
  • Criteria for Effective Targeting of Market Segments / Implementing Segmentation Strategies
Week 3: Consumer Research
  • Consumer Research Process
  • Conducting Segmentation Research Study
  • Development of Motivational Research
  • Methods in Psychology (For Motivation and Other Psychological Aspects to be Probed)
Week 4: Consumer Need & Motivation
  • Constantly Evolving Needs and Goals
  • Arousal of Motives
  • Types and System of Needs
Week 5: Personality and Consumer Behaviour 
  • Personality Characteristics
  • Personality Theories
  • Personality and Consumer Behaviour
  • Brand Personality
Week 6: Consumer Psychographics and Perception
  • Understanding Psychographics / Application of Psychographic Analysis
  • Psychographic Consumer Segmentation Research: SRI VALS Program
  • Consumer Perception / Perceptual Mechanism
  • Store Image
Week 7:  The Nature of Consumer Attitudes and Change
  • What are Attitudes?
  • Components of Attitude
  • Learning Process
Week 8:  Diffusion and Adoption of New Products & Consumer Decision Making
  • The Diffusion Process
  • The Adoption Process
  • A Profile of the Consumer Innovator
  • Four Views of Consumer Decision Making
  • The Consumer Decision Making Process
  • Types of Purchase Decision Behaviours
  • Model of Buyer Behaviour
  • Post Purchase Behaviour
  • Relationship Marketing
Week 9:  Consumer Protection in India
  • Consumers Need Protection – Why?
  • Consumer Guidance Society of India (CGSI)
  • Rights of Consumers
  • Consumer Movement
  • Consumerism and Consumers’ Rights and Responsibilities
  • Business Malpractices
  • Legislative Regulations
  • Consumer Protection Councils and Consumer Education
Week 10:   Consumer Buyer Behaviour in Different Marketing Domains
  • Consumer Buyer Behaviour in Service Marketing
  • Consumer Buyer Behaviour in Business to Business Association

Books and references

  • Consumer Behaviour (Text and Cases) Edition 2, Author : Satish K Batra, S H H Kazmi
  • Consumer Behaviour - By Leon G. Schiffman / Leslie Lazar Kanuk

Instructor bio

Course Faculty:

Ashish Hathi 
Visiting Faculty, Marketing
Welingkar Institute of Management, Mumbai

Prof. Ashish Hathi is visiting faculty with Welingkar Institute of Management since 2002.  He is in the field of Marketing over with 34 years of exposure in handling various facets of marketing function including brand & channel management, advertising & PR  His has 15 years of experience in B2B and 14 year in B2C domain.  
He has worked for SKF Bearings, Piaggio, Mahindra & Mahindra, Reliance Industries & Geometry Global.

  • Master’s in Marketing Management from University of Mumbai, 
  • Diploma in International  Marketing & Exports Mgmt., 
  • Diploma in Management Studies from University of Mumbai,
  • B.Com From University of Mumbai.Course Layout

Course certificate

25% Internal Assessment and 75% Final Exam

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