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Business & Finance
Consumer Behavior
Learn from : Dr Manvi Dewan Badhwar
Research Analysis, Management subjects
Course Language: English
Course Fee
$57.00
Course Fee
$57.00
Instructor Bio:
My name is Dr. Manvi Dewan Badhwar, I'm from Dhramshala District kangra, Himachal Pradesh. As per my education I have done B tech in EE, MBA in HR and Marketing, MPhil in managment, HR Analytic course from IIM Rohtak and PhD in Management. Beside senior Counsellor in Global Ed Tech and provide guidance to research scholars to have analytical thinking. As per the course work I will teach various subjects like HR, Marketing, Research, Business law, supply chain management, Business Environment, economics and many more.
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Course Description:
This course delves into the psychological, social, cultural, and personal factors that influence consumer decision-making processes. Students will examine how consumers recognize needs, gather information, evaluate options, make purchase decisions, and exhibit post-purchase behavior. The course also explores models of consumer behavior, the role of perception, learning, attitudes, motivation, personality, and the influence of groups and culture. Emphasis is placed on applying behavioral insights to develop effective marketing strategies, brand positioning, and customer engagement practices.
Course Curriculum:
Module 1: Introduction to Consumer Behavior
- Meaning, scope, and importance of consumer behavior
- Evolution and development of consumer behavior as a field
- Consumer vs. customer
- Interdisciplinary influences: Psychology, sociology, anthropology
- Applications of consumer behavior in marketing decisions
Module 2: Consumer Decision-Making Process
- Stages of the consumer decision process:
- Problem recognition
- Information search
- Evaluation of alternatives
- Purchase decision
- Post-purchase behavior
Types of decision-making: Complex, limited, habitual Role of involvement and perceived risk
Module 3: Psychological and Individual Influences
- Motivation: Theories (Maslow’s Hierarchy, Herzberg)
- Perception: Process and marketing implications
- Learning theories: Classical and operant conditioning
- Personality and self-concept
- Attitudes: Formation, change, and the ABC model
Module 4: Social and Cultural Influences
- Reference groups and opinion leadership
- Family: Roles and decision-making
- Social class and its influence on buying behavior
- Culture and subculture: Characteristics and impact
- Cross-cultural consumer behavior
Module 5: Consumer Behavior Applications and Trends
- Consumer research methods: Qualitative and quantitative
- Market segmentation and targeting based on behavior
- Online consumer behavior and digital influence
- Ethical issues in consumer behavior
- Emerging trends: Green consumerism, neuromarketing, and personalization
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