Consumer Behaviour (Dr. Sangeeta Sahney, IIT Kharagpur) | Business and Management

Consumer Behaviour

Consumer Behaviour. Instructor: Prof. S. Sahney, Department of Vinod Gupta School 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 to the Study of Consumer Behaviour

Lecture 01 - Introduction to the Study of Consumer Behaviour

Lecture 02 - Introduction to the Study of Consumer Behaviour (cont.)

Lecture 03 - Market Research and Consumer Behavior

Lecture 04 - Market Research and Consumer Behavior (cont.)

Lecture 05 - Market Segmentation and Positioning

Lecture 06 - Market Segmentation and Positioning (cont.)

Lecture 07 - The Consumer Decision Making Process

Lecture 08 - The Consumer Decision Making Process (cont.)

Lecture 09 - Models of Consumers and Models of Consumer Behaviour 1

Lecture 10 - Models of Consumers and Models of Consumer Behaviour 2

Lecture 11 - Models of Consumers and Models of Consumer Behaviour 3

Lecture 12 - Models of Consumers and Models of Consumer Behaviour 4

Lecture 13 - Consumer Needs and Motivation Emotions and Mood Consumer Involvement 1

Lecture 14 - Consumer Needs and Motivation Emotions and Mood Consumer Involvement 2

Lecture 15 - Consumer Needs and Motivation Emotions and Mood Consumer Involvement 3

Lecture 16 - Consumer Needs and Motivation Emotions and Mood Consumer Involvement 4

Lecture 17 - Consumer Needs and Motivation Emotions and Mood Consumer Involvement 5

Lecture 18 - Consumer Learning 1

Lecture 19 - Consumer Learning 2

Lecture 20 - Consumer Learning 3

Lecture 21 - Consumer Learning 4

Lecture 22 - Personality, Self Concept and Self Image

Lecture 23 - Personality, Self Concept and Self Image (cont.)

Lecture 24 - Consumer Perception, Risk and Imagery 1

Lecture 25 - Consumer Perception, Risk and Imagery 2

Lecture 26 - Consumer Perception, Risk and Imagery 3

Lecture 27 - Consumer Attitudes 1

Lecture 28 - Consumer Attitudes 2

Lecture 29 - Consumer Attitudes 3

Lecture 30 - Consumer Communication

Lecture 31 - Consumer Communication (cont.)

Lecture 32 - Consumer Groups and Reference Groups

Lecture 33 - Family and Family Life Cycle

Lecture 34 - Social Class and Mobility, and Lifestyle Analysis

Lecture 35 - Culture, Sub-Culture and Cross-Culture

Lecture 36 - Culture, Sub-Culture and Cross-Culture (cont.)

Lecture 37 - Interpersonal Communication and Influence

Lecture 38 - Opinion Leadership

Lecture 39 - Diffusion of Innovation

Lecture 40 - Diffusion of Innovation (cont.)

References

Consumer Behaviour
Instructor: Prof. S. Sahney, Department of Vinod Gupta School of Management, IIT Kharagpur. This course provides an introduction to the study of Consumer Behaviour.