Consumer Behaviour
IT & Software
Best Seller
This course helps students to know the basics of consumer behaviour like the psychological factors such as buying motives, perception of the product and attitudes towards the product and marketing factors such as product design, price, promotion, packaging, positioning and distribution. This course discusses the types of customer loyalties as well as the methods to turn non-profitable loyalties into profitable loyalties. It also shows the reasons why a business should invest in customer loyalty programs.  By the end of this course, students will learn the concept of customer loyalty, its significance, its benefits, and the factors that affect customer loyalty. This course is designed to serve as a stepping stone for you to build a career in the fields of sales, marketing and consumer behaviour.


Module 1: Overview of Consumer Behaviour

Understanding Consumer Behaviour- Meaning and Concept of Consumer and Customer, Consumer Learning, Different Models in Consumer Behaviour, Consumer Decision making process-Concept of Consumer Decision; Levels of Consumer Decision Making; Consumer Decision Making Model, Changing Indian Consumer Behaviour-Drivers of Change; Changing Consumer Trends; Rural Consumer Behaviour; New Consumption Patterns, Organizational Buying Behaviour

Module 2: Factors Influencing Consumer Buying Decision                                           

Influence of Culture on Consumer Behaviour-Concept of Culture; The measurement of Culture; Indian Core Values; Cultural aspects of emerging markets, Values, Lifestyles, and Psychographics- Impact of Values, Lifestyles and Psychographics on buying behaviour; Demographics, Lifestyles and Psychographics; Values and Value Systems, Group Influence on Consumption- Role of reference groups; Effect of reference groups on consumer decision making; Celebrity endorsements.

Module 3: Customer Loyalty Comprehension                                                                    

Meaning and definition of customer loyalty, Significance of Customer Loyalty, Customer Loyalty Ladder, Loyalty Principles, Benefits of Customer Loyalty, Customer Loyalty and its relationship with customer satisfaction, Customer retention and Brand Loyalty, Factors affecting customer loyalty formation, Rai Srivastava model of customer loyalty formation, Drivers of Customer Loyalty.

Module 4: Customer Loyalty Outcomes                                                                                

Characteristic Features of Behavioural Loyalty, Attitudinal Loyalty and Cognitive Loyalty, Role of Customer Loyalty outcomes in business decisions, Significance of Customer Loyalty for Marketers, Relationship Influencers of Customer Loyalty including factors mediating customer loyalty relationship with other relationship influencers, Customer Affinity, Customer Engagement.

Module 5: Customer Loyalty Measurement and Application                                      

Measuring Customer Loyalty, Customer Loyalty measurement models and scales, Influence of Service Quality on Customer Loyalty, Customer Loyalty in Retail Industry, Customer Loyalty in Banking and Insurance Industry, Customer Loyalty Application in Aviation Industry.

Learning Outcomes

  • Explain what consumer is learning
  • Identify the levels of consumer decision making
  • Measure the impact of culture on consumer behaviour
  • Recognise the various cultural aspects of emerging markets
  • Illustrate the significance of customer loyalty in studying consumer behaviour
  • Assess the customer satisfaction levels using customer loyalty ladder
  • Assess the role played by social media in building customer loyalty
  • Illustrate the importance of customer loyalty in the retail industry

Who Should Attend?

  • Management Students
  • Graduates with Management background

Job Prospects

  • Asst.  Manager -Analytics and Insights
  • Market Research Analyst
  • Manager - Consumer Research
  • Branding Manager
  • Campaign Associate


After completing this course and successfully passing the certification examination, the student will be awarded the “Consumer Behaviour” certification.

If a learner chooses not to take up the examination, they will still get a 'Participation Certificate'

Faculty Profiles
Frequently Asked Questions