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Consumer behaviour as a multidisciplinary course offers insights into the ways that help individuals to decide, make decisions or final choices about how to spend available resources on the chosen product or service for consumption. The study will help participants to understand the aspects of consumer behaviour research which help marketers to execute prudent strategies with respect to segmentation, targeting and positioning. The course will bring forth the parameters of consumer needs, motives, personality, attitude, perception and other aspects shaping behaviour. The participants will acquire the understanding of external factors, namely social class, reference groups, opinion leaders and its influence on decision making. Drawing heavily from the domain of psychology, anthropology and economics, the course would help participants to develop an ability to relate the concepts of neuroscience and neuro marketing in understanding consumers psychology and designing effective communication strategies. The scope of the course is extended to applications of understanding the nature of global consumers and relevance of online marketing. Post learning, participants will be better prepared to understand the aspects of social responsibility and marketing ethics and their rationale in digital world.
