Consumer Behaviour

By Prof. Srabanti Mukherjee | IIT Kharagpur

Learners enrolled: 10848

Drawing heavily from the fields of psychology, anthropology and economics; the concepts of Consumer Behaviour puts forth the decision-making processes of buyers, both individually and in groups. It studies the decision-making parameters at both individual as well as group levels as endeavors to understand the consumer preferences and choice heuristics. The course will also bring forth the parameters, process and conflicts while considering family as decision-making unit. The course will sensitize the participants about how the aforesaid concepts will help them in designing appropriate marketing mix and the overall marketing strategy.

INTENDED AUDIENCE : NIL

PREREQUISITES :NIL

INDUSTRY SUPPORT : Marketing Department of the companies dealing in B2C and B2B markets

Summary

Course Status :	Completed
Course Type :	Elective
Language for course content :	English
Duration :	8 weeks
Category :	Management Studies
Credit Points :	2
Level :	Undergraduate/Postgraduate
Start Date :	27 Jan 2020
End Date :	20 Mar 2020
Enrollment Ends :	03 Feb 2020
Exam Date :	29 Mar 2020 IST

Note: This exam date is subject to change based on seat availability. You can check final exam date on your hall ticket.

Page Visits

Course layout

Week 1: Introduction to Consumer Behaviour, The Changing Patterns of Consumer Behaviour, Use of Market ,

Segmentation in Consumer Behaviour, Dimensions of Consumerism, Process of Motivation

Week 2: Theories of Motivation-1, Theories of Motivation-2, Consumer Involvement, Case study on Motivation

and Involvement, Consumer perception and imagery

Week 3: Case Study on Consumer Perception formation, Theories of Personality, Self-Concept, Learning theories,

Case Study on Consumer Learning Process

Week 4: Attitude Formation-1, Attitude Formation-2, Changing Attitude, Attitude Formation, Case Study on Consumer, Consumers’ Value

Week 5: AIO classification of Lifestyle, VALSTM Typology, Application of Lifestyle in Marketing, Culture

and subculture, Group as a determinant of buyer behaviour

Week 6: Celebrities as Reference group, Concept of family and family life-cycle, Family Buying Decisions,

Case Study on Family Buying Decisions, Diffusion of Innovation

Week 7: Opinion Leadership Types of Consumer Buying Behaviour, Black-Box Model, Modelling Buyer Behaviour-1,

Modelling Buyer Behaviour-2

Week 8: Modelling Buyer Behaviour-3, Modelling Industrial buyer Behaviour-1,Modelling Industrial buyer Behaviour-2,

Dimensions of Consumer Research, Course Wrap up

Books and references

NIL

Instructor bio

Prof. Srabanti Mukherjee

IIT Kharagpur

Srabanti Mukherjee is an Assistant Professor in Marketing at Vinod Gupta School of Management, Indian Institute of Technology Kharagpur, India. She holds a PhD degree from Indian Institute of Engineering Science and Technology Shibpur, India. Prior to joining this Institute she has taught in several premiere institutes including Indian Institute of Management Indore, Indian Institute of Social Welfare and Business Management, IIEST Shibpur and Visva Bharti University. Her key teaching interests are consumer behaviour, marketing to the bottom of the pyramid, and advanced marketing research. She has authored a book titled Consumer Behaviour, Cengage Learning India Pvt. Ltd. Apart from publishing quite a few papers in peer-reviewed journals and conferences, she has also registered business cases in Ivey Publishing portal co-distributed through Harvard Business School Publishing.

Course certificate

• The course is free to enroll and learn from. But if you want a certificate, you have to register and write the proctored exam conducted by us in person at any of the designated exam centres.

• The exam is optional for a fee of Rs 1000/- (Rupees one thousand only).

• Date and Time of Exams: 29th March 2020, Morning session 9am to 12 noon; Afternoon Session 2pm to 5pm.

• Registration url: Announcements will be made when the registration form is open for registrations.

• The online registration form has to be filled and the certification exam fee needs to be paid. More details will be made available when the exam registration form is published. If there are any changes, it will be mentioned then.

• Please check the form for more details on the cities where the exams will be held, the conditions you agree to when you fill the form etc.

CRITERIA TO GET A CERTIFICATE:

• Average assignment score = 25% of average of best 6 assignments out of the total 8 assignments given in the course.

• Exam score = 75% of the proctored certification exam score out of 100

• Final score = Average assignment score + Exam score

YOU WILL BE ELIGIBLE FOR A CERTIFICATE ONLY IF AVERAGE ASSIGNMENT SCORE >=10/25 AND EXAM SCORE >= 30/75.

• If one of the 2 criteria is not met, you will not get the certificate even if the Final score >= 40/100.

• Certificate will have your name, photograph and the score in the final exam with the breakup.It will have the logos of NPTEL and IIT Kharagpur. It will be e-verifiable at nptel.ac.in/noc.

• Only the e-certificate will be made available. Hard copies will not be dispatched.