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
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