Consumer Buyer Behaviour

By Prof. Ashish Hathi | L.N. Welingkar Institute of Management Development & Research

Learners enrolled: 8391

By Prof. Ashish Hathi | L.N. Welingkar Institute of Management Development & Research

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 namely to buy or not to buy, to use or not to use. All these happen within the context of their behavioural reference.

Consumer behaviour study focuses to understand the way individuals decide, how individuals make decisions to spend their available scarce resources (like money, time and energy) on the 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 like why they must buy, besides how, when, from where they will buy and how often they may buy.

This course will help participants to develop an ability to unlock the mind (the black box) which shapes his needs, motives, personality, attitude, perception and other aspects shaping his behaviour including buying behaviour. Learning will be equally relevant in today’s digital world. Post learning, participants will be better prepared to various marketing 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 consumer behaviour is, its nature and classification

Describe the importance of consumer behaviour and the forces that drive change in it.

Understand better ways to segment, needs and motivation dynamics

Decode how personality, perception and attitude shape buying behaviour

Apply research methodologies involved in data collection & analysis for both consumer research – quantitative & qualitative

Know everything about the diffusion and Adoption of New Products & Consumer Decision Making

Apply learning in their strategic marketing initiatives

Summary

Course Status :	Completed
Course Type :	Core
Language for course content :	English
Duration :	10 weeks
Category :	Management Studies
Credit Points :	4
Level :	Postgraduate
Start Date :	31 Jan 2023
End Date :	30 Apr 2023
Enrollment Ends :	15 Mar 2023
Exam Date :

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

Prof. Ashish Hathi

L.N. Welingkar Institute of Management Development & Research

Prof. Ashish Hathi is visiting faculty with Welingkar Institute of Management since 2002. He is in the field of Marketing with over 34 years of exposure in handling various facets of the marketing function including brand & channel management, CRM, network capability and performance development, event management, advertising & direct marketing. His has 15 years of experience in B2B and 14 years in B2C domain.

He has worked for SKF Bearings, Piaggio, Mahindra & Mahindra, Reliance Industries Geometry Global and Sewells-MSXI. He is with Wagons Learning and heads automotive business development.

Qualification:

Master’s in Marketing Management from the University of Mumbai,

Diploma in International Marketing & Exports Mgmt.,

Diploma in Management Studies from University of Mumbai,

B.Com From the University of Mumbai.

Course certificate

EXAMINATION:

Type of exam: Computer based exam

You will have to appear at the allotted exam centre and produce your Hall ticket and Government Photo Identification Card for verification and take the exam in person.

You can find the final allotted exam centre details in the hall ticket. The questions will be on the computer and the answers will have to be entered on the computer; type of questions may include multiple choice questions, fill in the blanks, essay type (subjective) type, etc.

GRADING AND CERTIFICATE:

Weightage: 25% weightage for weekly assignment + 75% weightage for final exam.

Passing Marks: You will be eligible for Certificate only if you score minimum 40% in Weekly Assessment and minimum 40% in Final Exam.

If you score less than 40% in either weekly assessments (average) or in final exam, you will not receive the certificate.