Consumer Behavior

S.P. Jain Institute of Management and Research via Coursera

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Provider

Coursera
Pricing

Paid Course
Languages

English
Certificate

Certificate Available
Effort

6 weeks, 2 hours a week
Sessions

Self-Paced
Level

Beginner
Subtitles

English

Found in

Overview

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This course offers an in-depth exploration of consumer behavior, a vital area in marketing that draws from psychology, sociology, anthropology, and economics. Students will analyze the various factors influencing consumer decisions, such as cultural, social, and personal aspects. Through case studies, live sessions, and practical exercises, the course integrates theoretical concepts with real-world applications, enabling students to develop effective marketing strategies.The curriculum covers both internal and external factors affecting consumer behavior, providing insights into why consumers make specific purchasing choices in B2C and B2B contexts. Students will also examine the ethical implications of consumer research, gaining the tools to conduct responsible studies. Additionally, the course addresses the impact of digital transformation and emerging trends, preparing students to adapt to the evolving digital landscape.By the end, students will have a comprehensive understanding of the consumer decision-making process and the knowledge to create customer-centered strategies that drive organizational success. This course is essential for aspiring marketers who wish to develop strong, lasting relationships with consumers and build successful, responsive businesses. The specific learning objectives of the course are to: • Evaluate the internal and external factors influencing consumer behavior to understand consumer decision-making processes. • Analyze the impact of cultural, social, and personal factors on consumer choices and behavior. • Formulate effective marketing strategies by integrating consumer behavior insights through exercises and cases. • Synthesize theoretical concepts with practical applications through case studies and live sessions. • Critique ethical issues in consumer research and develop strategies to conduct responsible consumer behavior studies. • Assess the implications of digital transformation and emerging trends on consumer behavior.

Syllabus

Introduction to Consumer Behavior
- This module provides a foundational understanding of consumer behavior, focusing on its key concepts, scope, and historical evolution. Students will explore the consumer behavior process, gaining insights into how consumers make decisions. Through real-world examples and case studies, the module will guide students in analyzing the consumer decision journey, from initial need recognition to post-purchase evaluation. By the end of the module, students will be equipped to apply critical consumer behavior theories to real-world contexts, fostering a deep appreciation of the factors influencing consumer actions and decisions.
Internal Factors Affecting Consumer Behavior
- This module delves into the psychological factors shaping consumer decisions, focusing on motivation, personality, attitudes, and learning. Students will examine various motivation theories, gaining insights into the drivers of consumer behavior. The module explores how individual personalities influence purchasing decisions and guides students through the process of attitude formation in consumers. Additionally, students will learn to apply concepts from learning theories to real-world marketing strategies, understanding how consumer experiences impact brand perceptions and behaviors. By the end of this module, students will be able to leverage psychological insights to inform effective marketing practices.
External Influences on Consumer Behavior
- This module examines how social factors shape consumer decisions, focusing on the influence of culture, subcultures, social groups, and family dynamics. Students will evaluate how cultural values and subcultural identities impact consumer behavior, analyze the role of reference groups, and assess how family and household structures influence purchasing decisions. Additionally, the module explores social class and its effect on consumer preferences and behaviors. By the end of this module, students will have a comprehensive understanding of the social dimensions that drive consumer choices, enabling them to apply these insights to create more effective marketing strategies.
Consumer Judgement and Decision Making
- This module explores the cognitive processes behind consumer judgment and decision-making, focusing on both rational and irrational aspects. Students will examine how biases and heuristics shape consumer choices and identify common decision-making shortcuts that influence purchasing behavior. The module also covers key theories of persuasion, emphasizing how these principles are applied in marketing to influence consumers effectively. By the end, students will gain a nuanced understanding of consumer psychology, equipping them to design strategies that anticipate consumer biases and leverage persuasive techniques to drive impactful marketing outcomes.
Consumer Behavior Research and Ethics
- This module provides a comprehensive overview of research methodologies used to understand consumer behavior. Students will explore various quantitative approaches, such as surveys and experiments, as well as qualitative methods like interviews and focus groups, to gain in-depth consumer insights. Emphasis is placed on ethical best practices in research, ensuring responsible and accurate data collection. Through real-world applications, students will learn how these research techniques are applied to develop actionable insights in marketing. By the end of this module, students will be equipped to design and analyze consumer research studies effectively and ethically.
Mapping Trends and Future Directions in Consumer Behavior
- This module explores the evolving landscape of consumer behavior, emphasizing contemporary trends, and the impact of digital transformation and ethical consumerism. Students will examine how technological advancements such as on demand services and omnichannel retailing reshape consumer interactions and decision-making and assess the growing influence of ethical consumerism on marketing strategies. The module also introduces sensory marketing and neuro-consumer behavior, highlighting their applications in understanding subconscious consumer responses. By analyzing emerging trends, students will gain insights into how shifts in technology and values influence consumer behavior, preparing them to adapt marketing practices to an ever-changing market environment.