Consumer Behaviour 

offered by IIM Bangalore

For those who are keen to understand the behavioral perspectives in marketing

Explain the basic concepts of Consumer Behaviour and its linkages to marketing

Examine how markets are segmented, and brands are positioned

Analyse the phenomenon of consumer learning about a brand and forming perceptions about it

Compare how the theoretical aspects of Consumer Behaviour are practiced in real scenarios by marketeers and brands

This course will introduce the learner to behavioural dimensions of marketing, thus providing a clear conceptual understanding about the basics of marketing

The course also provides insights into the practical application of Consumer Behaviour concepts

Course is equipped with numerous examples on the practical implementation of the theories of Consumer Behaviour

Course content will shed light on the introduction to Consumer Behaviour; consumer decision making; market segmentation and brand positioning; the manner in which a consumer learns about a brand/company/product and forms their perception