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Description
Consumer Behaviour. Instructor: Prof. Srabanti Mukherjee, Department of Management, IIT Kharagpur.
Drawing heavily from the fields of psychology, anthropology and economics; the concepts of Consumer Behaviour puts forth the decision-making processes of buyers, both individually and in groups. It studies the decision-making parameters at both individual as well as group levels as endeavors to understand the consumer preferences and choice heuristics. The course will also bring forth the parameters, process and conflicts while considering family as decision-making unit. The course will sensitize the participants about how the aforesaid concepts will help them in designing appropriate marketing mix and the overall marketing strategy. (from nptel.ac.in)
Course Curriculum
- Lecture 01 – Introduction Unlimited
- Lecture 02 – The Changing Patterns of Consumer Behaviour Unlimited
- Lecture 03 – Dimensions of Consumerism Unlimited
- Lecture 04 – Use of Market Segmentation in Consumer Behaviour Unlimited
- Lecture 05 – Process of Motivation Unlimited
- Lecture 06 – Theories of Motivation Unlimited
- Lecture 07 – Consumer Involvement Unlimited
- Lecture 08 – Case-study on Motivation and Involvement Unlimited
- Lecture 09 – Concept and Levels of Perception Unlimited
- Lecture 10 – Process of Perception Unlimited
- Lecture 11 – Theories of Personality Unlimited
- Lecture 12 – Theories of Personality (cont.) Unlimited
- Lecture 13 – Brand Personality and Self-Concept Unlimited
- Lecture 14 – Theories of Learning Unlimited
- Lecture 15 – Attitude Formation Unlimited
- Lecture 16 – Attitude Formation (cont.) Unlimited
- Lecture 17 – Changing Attitude Unlimited
- Lecture 18 – Exercise on Attitude Formation and Change Unlimited
- Lecture 19 – Consumers’ Values Unlimited
- Lecture 20 – AIO Classification Unlimited
- Lecture 21 – VALS 1 Typology Unlimited
- Lecture 22 – VALS TM Typology Unlimited
- Lecture 23 – Implication of Lifestyle in Marketing Unlimited
- Lecture 24 – Influence of Culture on Consumer Behaviour Unlimited
- Lecture 25 – Group Influences on Consumption Unlimited
- Lecture 26 – Role of Celebrity Endorsement Unlimited
- Lecture 27 – Concept of Family and Family Life Cycle Unlimited
- Lecture 28 – Family Buying Decisions Unlimited
- Lecture 29 – Diffusion of Innovations Unlimited
- Lecture 30 – Diffusion of Innovations (cont.) Unlimited
- Lecture 31 – Influencing Factors for Adoption and Opinion Leadership Unlimited
- Lecture 32 – Consumer Decision Making Unlimited
- Lecture 33 – Consumer Black Box Model Unlimited
- Lecture 34 – Models of Consumer Behaviour I Unlimited
- Lecture 35 – Models of Consumer Behaviour II Unlimited
- Lecture 36 – Models of Consumer Behaviour III Unlimited
- Lecture 37 – Models of Consumer Behaviour IV Unlimited
- Lecture 38 – Organisational Buying Behaviour Unlimited
- Lecture 39 – Organisational Buying Behaviour (cont.) Unlimited
- Lecture 40 – Dimensions of Consumer Research Unlimited
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