Consumer Behaviour
DBA Program


Consumer behaviour is the investigation of how singular clients, gatherings or associations select, purchase, utilize, and arrange thoughts, products, and administrations to fulfill their requirements and needs. It alludes to the activities of the buyers in the commercial center and the hidden thought processes in those activities.


Part I: Introduction to Consumer Behavior


• Consumer Behavior and Consumer Research

• How Consumer Analysis Affects Strategy


Part II: Consumer Decision-Making


• The Consumer Decision Process

• Pre-Purchase Processes: Need Recognition, Search and Evaluation Purchase

• Post-Purchase Processes: Consumption and Evaluation


Part III: Individual Determinants of Consumer Behavior


• Demographics, Psychographics and Personality

• Consumer Motivation

• Consumer Knowledge

• Consumer Intentions, Attitudes, Beliefs, and Feelings


Part IV: Environmental Influences on Consumer Behavior


• Culture, Ethnicity, and Social Class

• Family and Household Influences

• Group and Personal Influence


Part V: Influencing Consumer Behavior


• Making Contact

• Shaping Consumers Opinions

• Helping Consumer to Remember

• Case 1: Pick ‘n’ pay

• Case 2: International

• Case 3:

• Case 4: Avon

• Case 5: The Duck Company

• Case 6: National Pork Producers Council

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E: 405/2015-CO/L | M: 406/2015-CO/L

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