Consumer Behavior
Consumer behavior focuses on why as well as how consumers make specific decisions and behave in certain ways to marketing and non-marketing stimuli. This marketing course closely examines what motivates consumers, what captures their attention, what retains their loyalty and other related aspects of buyer behavior.
The theoretical perspectives of consumer behavior along with practical marketing implications will be presented. Topics will include the consumer decision making model, individual determinants of consumer behavior and environmental influences on consumer behavior along with their impact on marketing. Numerous examples and caselets will be used to highlight the most relevant topics & issues.
The primary mode of teaching will be lecture sessions interspersed with case discussions & real life examples & applications. However, a healthy discussion-cum-dialogue is not only welcome - it is highly recommended. With this in mind, students are encouraged to actively participate in constructive class discussions.
Topics Covered
Consumer behavior focuses on why as well as how consumers make specific decisions and behave in certain ways to marketing and non-marketing stimuli. This marketing course closely examines what motivates consumers, what captures their attention, what retains their loyalty and other related aspects of buyer behavior.
The theoretical perspectives of consumer behavior along with practical marketing implications will be presented. Topics will include the consumer decision making model, individual determinants of consumer behavior and environmental influences on consumer behavior along with their impact on marketing. Numerous examples and caselets will be used to highlight the most relevant topics & issues.
The primary mode of teaching will be lecture sessions interspersed with case discussions & real life examples & applications. However, a healthy discussion-cum-dialogue is not only welcome - it is highly recommended. With this in mind, students are encouraged to actively participate in constructive class discussions.
Topics Covered
- Introduction
Consumer Behavior and Consumer Research - The Consumer Decision Process
- Pre-Purchase Processes: Need Recognition, Search and Evaluation
- Purchase
- Post-Purchase Processes
- Demographics, Psychographics, and Personality
- Consumer Beliefs, Feelings, Attitudes & Intentions
- Family & Household Influences
- Making Contact
- Shaping Consumers’ Opinions
- Helping Consumers Remember