Introduction to Consumer Behaviour

• Marketing and Customer Orientation
• Diversity in Market Place
• Buyer Behavior
• Customer Roles
• Organisational and Consumer Buying

Market Segmentation

• Types of Markets
• Market Segmentation
• Consumer Research Process
• Eight-Step Research Process
• Conducting Research Study

Consumer as Individual

• Consumer Need
• Hulls Drives Reduction Theory
• Maslow’s Hierarchy of Needs
• McClelland’s Three Needs Theory
• Consumer Motivation Concept
• Values
• Means - End Chain Model

Consumer Perception

• Perception Basics
• Elements of Perception
• The Absolute Threshold
• The Differential Threshold
• Subliminal Perception
• Process of Perception
• What is value?
• Choosing a Value Proposition
• Dynamics of Perception
• Perceptual Organization
• Consumer Imagery

Consumer Learning

• What is Learning?
• Relevance
• Consumer Learning
• Behavioral Learning Theories
• Cognitive Learning Theory
• Measures of Consumer Learning

Consumer Attitudes

• Attitudes
• Models of Attitude
• Attitude Formation
• Strategies of Attitude Change

Consumer Personality

• What is “personality”?
• The Nature of Personality
• Theories of Personality
• Consumer Diversity
• Brand Personality

Consumer Communication

• Elements of Mass Communication
• The Communication Process
• Designing Persuasive Communications

Consumer and Social Settings

• Group Dynamics
• Functions of the Family
• Consumer Socialization
• Family Life Cycle
• Family Decision Making
• Influences on the Decision Process

Impact of Culture

• Characteristics of Culture
• Hofstede’s Five Dimensions of Culture
• Measurement of Culture
• Subcultures and Consumer Behavior
• Personal Characteristics
• Cross-Cultural Consumer Analysis
• Alternative Multinational Strategies

Opinion Leadership

• What is opinion Leadership
• Measurement of Opinion Leadership
• Opinion Leaders
• The Interpersonal Flow of Communication
• Diffusion Process
• Adoption Process
• Consumer Innovator

Decision Making Process

• Levels of Consumer Decisions
• Decision making Process
• Variables shaping the Decision Process
• Types of Decision Behavior
• Consumer Decision-Making
• Models of Consumer Behavior

Industrial Buying Behaviour

• Expectations within the organization
• Characteristics of the Product and the Buying Organisation
• Nature of the Decision-making Process
• Customer Relationship Management (CRM)

Online Consumer Behavior

• Introduction
• E-Commerce Basics
• Search Engine Optimization
• Social Media
• Behavioral Targeting
• Privacy
• Online Consumer Types
• The C’s of E-Commerce
• Process of Online Buyer Behavior

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