Description

Course Overview:

Consumer decision-making is often complex and far from rational. This course focuses on understanding and predicting consumer behavior by integrating theories from psychology, sociology, anthropology and economics. Topics include the importance of consumer behaviour and research; internal influences such as motivation and involvement, personality, self-image, life-style, perception, learning, attitude formation and change, and communication; external influences such as culture, subculture, social class, reference groups and family, and the diffusion of innovations; and consumer decision making.

Course Objectives

1. To understand consumer behaviour in an informed and systematic way.
2. To analyse personal, socio-cultural, and environmental dimensions that influence consumer
decisions making.
3. To enable students in designing and evaluating the marketing strategies based on fundamentals
of consumer buying behaviour.
4. To give the students a perspective to understand the application of market research in framing
effective marketing strategies.