Consumer Behaviour and Market Research

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Consumer Behaviour and Market Research

Consumer behaviour involves the use and disposal of products as well as the study of how they are purchased. Product use is often of great interest to the marketer, because this may influence how a product is best positioned or how we can encourage increased consumption. This program will enable the learners to use the knowledge of consumer behaviour concepts to develop better marketing programs and strategies to influence those behaviours.

The purpose of this course is to introduce students to consumers, consumer behaviour in the market place and their impact on marketing strategy. Discussing the principal factors that influence consumers as individuals and decision makers with an application to the buying decision process. The course content will also address the importance of subculture and global consumer culture as marketing opportunities.

  • Mobile App based Learning
  • Online Learning Portal
  • Audio video lectures by renowned subject experts
  • Self-Assessment tests

10+2 / Equivalent

3 Months


Mizoram students are exempted from paying Course Fee and are required to pay only the Examination & Certificate Fee of ₹ 800/-
Other students are required to pay ₹ 1200/- as Course Fees and Examination & Certificate Fees of ₹ 800/-

Unit I Market research and Consumer Behaviour
Unit II Market Segmentation and Positioning
Unit III The Consumer Decision making process, Models of Consumer Behaviour and Psychological & Sociological Influences on Consumer Decision Making
Unit IV Diffusion of Innovation
Unit V Organizational Buying and Consumer Behavior Analysis and Marketing Strategy