Module 1 : Introduction to Consumer Behaviour
1. Consumer Behaviour – Features, Scope, Importance, Types of Consumer, Diversity of Consumers and Their Behaviour – Types of Consumer Behaviour
2. Consumer Involvement – Decision-Making Processes – Purchase Behaviour and Marketing Implications – Consumer Behaviour Models
3. Environmental Influences on Consumer Behaviour – Cultural Influences – Hofstede’s Cultural Dimensions and Marketing Implications – Social Class – Reference Groups
4. Consumer Perceptions – Learning and Attitudes – Motivation and Personality – Psychographics – Values and Lifestyles

Module 2 : Consumer Buying Habits and Online Buying Behaviour
1. Consumer Buying Habits and Perceptions of Emerging Non-Store Choices – Research and Applications of Consumer Responses – Issues of Privacy and Ethics
2. Marketing Communication – Store Choice and Shopping Behaviour – In-Store Stimuli, Consumerism – Consumer Rights and Marketers’ Responsibilities
3. Effects of Online Purchasing on Consumer Behaviour – Psychology of Online Purchasing : Motivations, Perceptions and Attitudes
4. Consumer Segmentation Strategies, Targeting and Positioning in International Markets, Global vs. Local Brands, Emerging Global Consumer Trends