Course Catalogue

Consumer Behavior is designed for students who have some basic knowledge of marketing behavioral aspects of consumers and their strategic implications to marketers. An understanding of consumers and their needs and purchase behavior is integral to a successful marketing. This course helps students to understand and examine consumer decision-making processes and the environmental influences on these processes and how to use this information to develop, implement and evaluate effective marketing strategies.  Also the students study consumer buying behavior and the intricacies involved in the exchange process of acquiring, consuming and disposing of goods, services, experiences and ideas. The course will draw inputs from theories and concepts related to all the behavioral sciences such as economics, demographics, sociology, psychology, social psychology, anthropology, and marketing.