Consumer Behaviour

Indian Institute of Technology Kharagpur

Focus of the course would be on the psychological and sociological elements and their impact on consumer decision making. The course will help the students take a holistic view of the buyer; it will help equip them with knowledge of various models and frameworks to help understand buyer behavior and align the knowledge with formulation of appropriate marketing strategies. The objective is to gain an understanding of the theoretical and conceptual concepts of buyer behavior and apply them to real life marketing situations and practices.

Course topics:

  1. Introduction To The Study of Consumer Behavior
  2. Market Research and Consumer Behavior
  3. Market Segmentation and Positioning
  4. The Consumer Decision Making Process
  5. Models Of Consumers
  6. Psychological Influences on Consumer Decision Making
  7. Sociological Influences on Consumer Decision Making
  8. Diffusion of Innovation
Course Lectures