Learn The Consumer Research Process, Market Segmentation and Targeting, Consumer Motivation, Personality and Behavior
We will be covering the following modules in this course on Consumer Behavior:
·Consumer Behavior: An Introduction
·The Consumer Research Process
·Market Segmentation and Targeting
·Personality and Consumer Behavior
·Consumer Attitude Formation and Change
·Communication and Consumer Behavior
·The Family and Social Class
·Influence of Culture on Consumer Behavior and Cross-Cultural
·Consumer Behavior : An International Perspective
·Consumers and the Diffusion of Innovations
·Consumer Decision Making and Beyond
·Marketing Ethics and Social Responsibility
Consumer Behavior is a branch which deals with the various stages a consumer goes through before purchasing products or services for his end use. The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. Any individual who purchases goods and services from the market for his/her end-use is called a consumer. In simpler words a consumer is one who consumes goods and services available in the market. Every customer shows inclination towards particular products and services. Consumer interest is nothing but willingness of consumers to purchase products and services as per their taste, need and of course pocket.
The study of consumers helps firms and organizations improve their marketing strategies by understanding issues such as how
- The psychology of how consumers think, feel, reason, and select between different alternatives
- The psychology of how the consumer is influenced by his or her environment
- The behavior of consumers while shopping or making other marketing decisions
- Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome
- How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer
- How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer.
What are the requirements?
- A computer with Internet
- There is no Pre-requisites for this course
What am I going to get from this course?
- Over 23 lectures and 3 hours of content!
- Learn The Consumer Research Process, Market Segmentation and Targeting, Consumer Motivation, Personality and Consumer Behaviour
- Understand Consumer Perception, Consumer Learning, Consumer Attitude Formation and Change, Communication and Consumer Behaviour
- Understand The Family and Social Class, Influence of Culture on Consumer Behaviour and Cross-Cultural, An International Perspective
- Learn Consumers and the Diffusion of Innovations, Consumer Decision Making and Beyond, Marketing Ethics and Social Responsibility
What is the target audience?
- Young Marketing Executives and Non-Marketing Professionals
- Marketing Students
- Sales Professionals
Introduction to Consumer Behavior
IntroductionIntroducing Consumer Behavior & the Marketing ConceptConsumer Behaviour & Brand Success and Customer Value & SatisfactionCustomer Trust & Retention and Customer PyramidImpact of new technologies on marketing strategiesTraditional v/s Value & Retention-Focused Marketing ConceptConsumer Decision Making Model & Conclusion
The Consumer Research Process
Overview of the Consumer Research ProcessDesigning Qualitative DataOnline Focus GroupsExperimentation & Observational ResearchSurvey Research & QuestionnairesAttitude Scales & Consumer Satisfaction MeasurementSampling & Sampling MethodsQualitative v/s Quantitative Research
Market Segmentation & Strategic Targeting
Need for market segmentation & Criteria for effective targetingDemographic Segmentation Variables with egs.Personality, Lifestyle & Socio-cultural valuesPersonality, Lifestyle & Socio-cultural values ContinueConsumption-Specific Segmentation BasesConsumption-Specific Segmentation Bases ContinueImplementing Segmentation StrategiesImplementing Segmentation Strategies & Conclusion