Consumer Behaviour in Physical and Digital Context

Indian Institute of Management Indore

How long?

  • 3 days
  • online

Indian Institute of Management Indore

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Who should attend

Senior and Middle level executives and resercahers from FMCG, Consumer Durables, & Non-Durables Industry, Health, Hospitality, Financial, Entertainment, Ecommerce, Retail and Services Industry.

About the course

The behaviour of the consumer is the most unpredictable element in a business. Most of the times the consumer is on his mental journey while making a purchase. It is the duty of marketer to understand the state in which the consumer is while making a purchase decision. Today consumer’s are in the driver’s seat controlling the market place. Understanding why customer buys what he buys is the key to successful marketing today. Once marketers learn how the “why” drives and directs consumer behaviour, they can learn how to get them buy more things. Marketers need to understand the why’s that underlie the consumer psychology to predict the future of their marketplace and accordingly plan out their product, promotion, pricing and selling strategies. Future marketing success lies in understanding consumer decision journey. Such understanding will provide an answer to questions as to why, where, how, when, what they buy, use and consume. Such insight helps marketers to design and develop appropriate marketing strategies.

In an online, consumer responses are significantly different from traditional context. A variety of new factors come into play depending on the context in which consumers interact. The way products and services are sold and presented differs significantly in virtual sphere. This program will provide structured framework on consumer-firm interactions, firm-consumer interactions, and consumer-consumer interactions with specific focus on online consumer behavior across different stages of internet evolution.

Objectives

  • Customer value proposition
  • Consumer and behaviour knowledge
  • Psychology of buying
  • Forces changing behaviour & buying process
  • Develop an understanding of customer management

Content

  • Human behaviour in marketplace
  • Emotions & reasons in consumer behaviour
  • Consumer neuroscience
  • A new wave in creating customer value
  • Managing customer expectation and experience

Methodology

The pedagogical mix for the program will be a judicious combination of lectures and cases discussion for conceptual understanding, experimental learning through psychological and behavioural games, role-playing and interactive exercises.

Experts

Sabita Mahapatra

Dr. Sabita Mahapatra is Faculty in the area of Marketing. Her area of interest includes Consumer Psychology, Customer Management, Neuro/Emotional Marketing and Social Marketing. She has presented several papers in National and International Conferences and credited with research publications in v...

Consumer Behaviour in Physical and Digital Context at Indian Institute of Management Indore

From  INR 36 000$503

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Disclaimer

Coursalytics is an independent platform to find, compare, and book executive courses. Coursalytics is not endorsed by, sponsored by, or otherwise affiliated with any business school or university.

Full disclaimer.

Read more about Information Technology

A large part of the courses provides basic information so the students are not required to have any IT qualifications before enrolling. Most of the IT learning programs are also broken down into specific areas of interest, such as systems analysis, a...

Read more about Marketing

During Marketing courses, you will learn how to develop a business idea and create the right website to promote your product. You will gain the skills to analyze your business performance and make key decisions that improve the efficiency of your bus...

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