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Consumer Behaviour

Consumer Behaviour. Instructor: Prof. Srabanti Mukherjee, Department of Management, IIT Kharagpur. 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. (from nptel.ac.in)

Introduction


Lecture 01 - Introduction
Lecture 02 - The Changing Patterns of Consumer Behaviour
Lecture 03 - Dimensions of Consumerism
Lecture 04 - Use of Market Segmentation in Consumer Behaviour
Lecture 05 - Process of Motivation
Lecture 06 - Theories of Motivation
Lecture 07 - Consumer Involvement
Lecture 08 - Case-study on Motivation and Involvement
Lecture 09 - Concept and Levels of Perception
Lecture 10 - Process of Perception
Lecture 11 - Theories of Personality
Lecture 12 - Theories of Personality (cont.)
Lecture 13 - Brand Personality and Self-Concept
Lecture 14 - Theories of Learning
Lecture 15 - Attitude Formation
Lecture 16 - Attitude Formation (cont.)
Lecture 17 - Changing Attitude
Lecture 18 - Exercise on Attitude Formation and Change
Lecture 19 - Consumers' Values
Lecture 20 - AIO Classification
Lecture 21 - VALS 1 Typology
Lecture 22 - VALS TM Typology
Lecture 23 - Implication of Lifestyle in Marketing
Lecture 24 - Influence of Culture on Consumer Behaviour
Lecture 25 - Group Influences on Consumption
Lecture 26 - Role of Celebrity Endorsement
Lecture 27 - Concept of Family and Family Life Cycle
Lecture 28 - Family Buying Decisions
Lecture 29 - Diffusion of Innovations
Lecture 30 - Diffusion of Innovations (cont.)
Lecture 31 - Influencing Factors for Adoption and Opinion Leadership
Lecture 32 - Consumer Decision Making
Lecture 33 - Consumer Black Box Model
Lecture 34 - Models of Consumer Behaviour I
Lecture 35 - Models of Consumer Behaviour II
Lecture 36 - Models of Consumer Behaviour III
Lecture 37 - Models of Consumer Behaviour IV
Lecture 38 - Organisational Buying Behaviour
Lecture 39 - Organisational Buying Behaviour (cont.)
Lecture 40 - Dimensions of Consumer Research

References
Consumer Behaviour
Instructor: Prof. Srabanti Mukherjee, Department of Management, IIT Kharagpur. The aim of this course is to understand the nature and scope of Consumer Behaviour.