Consumer behaviour involves the purchasing, and other consumption related activities of people engaging in the exchange process. The study of consumer behaviour field draws its findings from a number of disciplines, viz. anthropology, sociology, social psychology, marketing research, and economics. Consumer behaviour knowledge may be applied in solving both micro and macro marketing problems. Thus, an understanding of the discipline is essential for a marketer who wishes to be successful in the face of competition. The total discussion of this unit has taken in three different lessons. Let’s start the lesson wise discussion.
Objectives:
· To understand the role of consumer behaviour in marketing
· To develop the skills to map the consumers mindset
· To develop understanding on influence of individual determinants on consumer behaviour and its implications in marketing
· To analyse emerging issues in consumer behaviour
- Teacher: Debadutta Das