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
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.
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?
Graduates with Management background
Asst. Manager -Analytics and Insights
Market Research Analyst
Manager - Consumer Research
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'
Frequently Asked Questions
Course Features :
Mode Of Delivery:
Valid for 6 months post activation