Certificate in Consumer Behaviour

The programme teaches:

• The behavioural pattern of consumers in the marketplace
• The consumer involvement while purchasing goods and describes the factors which affect the consumer involvement process

Consumers are people or organizations that purchase products or services. The term also refers to hiring of goods and services. Consumers are the end-users in the distribution chain of goods and services. Consumer behaviour is the study of how individual customers, groups or organizations select, buy, use, and dispose of ideas, goods, and services to satisfy their needs and wants. It refers to the actions of the consumers in the marketplace and the underlying motives for those actions

The course appraises you to understand and predict the buying behaviour of consumers in the marketplace; it is concerned not only with what consumers buy, but also with why they buy it, when and where and how they buy it, and how often they buy it, and also how they consume it & dispose it.

This course has five units which gives a clear idea of the importance of understanding consumer behaviour. It covers the consumer involvement while purchasing goods and describes the factors which affect the consumer involvement process. The course details about the consumer buying process which involves a series of steps starting from problem recognition to post-purchase, the involvement of culture and how it affects the buying behaviour of the customers.