MKT530: Consumer Behavior
This course will equip the students with the required analytical skills to analyze the trends in consumer behaviour to design and develop workable marketing strategies. MKT530 Handouts pdf
MKT530 Handouts pdf
Course Category: Marketing
An Introduction to consumer behavior and marketing concept; Consumer behavior and the marketing strategy. Using customer satisfaction as the base; Evolution and development of consumer behavior and the role of consumer research; Consumer Research and the research process and collecting data; Measuring customer satisfaction in product and service marketing; The consumer decision-making process- The model as well as consumer practices; The consumer decision-making process and the situational influences;
The types of consumer decision making, problem recognition, and strategy; Discussion of the concept of market segmentation and its role in marketing strategy.; Consumer market segmentation and how the variables provide a framework for strategic marketing direction- The bases for segmentation; Socio-cultural and other frameworks for segmentation; Consumer Market segmentation_ criteria for effective targeting of market segments; Consumer Motivation- Consumer needs-based approach; The consumer as an individual. Exploring the needs, goals, and motivations that underlie consumer behavior.
Motivation; Review of theories of personality and understanding consumer diversity; The topic of brand personality as they relate to the concepts of self and self-image. ; Perceptions as they affect consumer behavior and the dynamics of perception.; The perceptual interpretation and the concept of product positioning; Perception and marketing strategy; Perceived quality and the SERVQUAL model; Consumer learning processes and the theoretical framework for consumer learning and Involvement; Strategic Application of the learning theories in marketing strategies; Cognitive Learning Theory and measures of consumer learning ;
Consumer attitudes and attitude research. Structural models of Attitudes; Emphasis on attitude formation attitude change and related strategic marketing issues; Communications as a tool for persuasion and its impact on consumer perceptions and behavior _The components of communications; Designing Persuasive communication; Message strategies and appeals; Social and Cultural Dimensions of consumer behavior_ an introduction. Reference groups and family; Reference groups and their influence on consumer behavior; Family influences on consumer behavior including socialization process as part of the family life cycle; Social class, MKT530 Handouts pdf
its variants, and measure— linking with the marketing strategy; Social class linked attitudes and behaviors influence consumer behavior; The influence of culture on consumer behavior- culture and its invisible hand.; Core cultural values and measurement; What is the subculture- issues in marketing; Subcultures Racial age and gender and their influence- Marketing strategy and values; Cultures in an international context _The country of origin effects;
Favoring a world brand –Adaptive global marketing and issues-cross cultural influence on multinational strategies; Consumer influence and the diffusion process- The opinion leader; Adoption process and information source; Post Purchase Dissonance; Customer satisfaction and commitment; Models of consumer behavior an integrative framework; Consumer Decision making and beyond to Consumer Relationship Marketing; MKT530 Handouts pdf
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