Training Objective:

• All the factors including internal and external factors which influences the way consumer behaves while buying.
• The phases of buying process which a consumer goes through while buying any goods or services.
• The traditional and contemporary consumer behaviour model which helps marketers to plan their strategies.
• The research in consumer buying behaviour in two contexts i.e., online shopping and effect of COVID 19

Course Content:

• Lesson 1 – Factors influencing consumer behaviour:
  • Internal factors: perception, memory, learning
  • External factors:
    • Demographics (family, family life cycle)
    • Psychographics (motivations, perceptions, performance, benefits and attitudes)
    • Cultural
    • Socioeconomic – income
    • Reference groups – aspiration, non-membership and membership groups, formal and informal groups
• Lesson 2 – Buying decision making process:
  • • • Stage 1: Need Recognition
      • Stage 2: Information Search
      • Stage 3: Product Evaluation
      • Stage 4: Purchase Decision
      • Stage 5: Post Purchase Decision

• Lesson 3 – Traditional Consumer Behaviour Models:
  • • Economic model – price effect, substitution effect
    • Pavlovian learning model
    • Sociological model
    • Psychoanalytic model
• Lesson 4 – Contemporary Consumer Behaviour Models:
  • • • Howard Sheth Model
      • Engel-Kollat-Blackwell Model (EKB)
      • Nicosia Model
      • Stimulus Response Model
• Lesson 5 – Research Paper Analysis –
  • • • • The study of effect of covid-19 on Consumer Behaviour towards ITC food sector products.
        • Consumer Complain Behaviour (Online Shopping) – Proposed Instrument

Target Audience:

• All the working professionals
• Fresh graduates or post graduates in business administration
• Those who are hunting for suitable jobs in Market research or customer services

Training Methodologies –

• Power Point Presentation, with Audio & Video
• Demonstrations and explanations with real life examples and sharing of experiences
• Language of delivery: English & Hindi
• Duration of Course: 2 hours
• Evaluation of Training: Quiz (Passing Marks 60%)