Consumer Behavior Mastery: Strategies For Marketing Success

Decode consumer behavior to craft impactful marketing strategies and build lasting brand loyalty.

What you'll learn

The core concepts of consumer behavior and its role in marketing.

Techniques for consumer research, including surveys, focus groups, and attitude scales.

Strategic applications of market segmentation, personality traits, and consumer motivation.

How perception, learning, and attitude shape consumer decisions.

The impact of family, social class, and culture on consumer behavior.

Practical strategies to enhance communication and build customer trust.

Requirements

Basic knowledge of marketing concepts is helpful but not required. An eagerness to learn about consumer psychology and its applications in marketing.

Description

IntroductionConsumer behavior is the heart of marketing strategy. Understanding what drives consumer decisions, their perceptions, motivations, and cultural influences can empower businesses to build stronger brands, enhance customer loyalty, and craft effective marketing strategies. This course provides an in-depth exploration of consumer behavior, from foundational concepts to advanced strategies.Section-wise WriteupSection 1: Foundations of Consumer BehaviorThis section lays the groundwork for understanding consumer behavior and its critical role in marketing. Students will explore fundamental concepts like the consumer decision-making model, traditional versus value-based marketing, and the impact of emerging technologies on marketing strategies. Key topics include building trust, retaining customers, and the secrets to brand success.Section 2: Researching Consumer InsightsThe ability to research and analyze consumer behavior is vital for marketers. This section covers the consumer research process, designing primary research, and leveraging tools like online focus groups, surveys, and attitude scales. Students will also learn to compare qualitative and quantitative methods to derive actionable insights.Section 3: Market Segmentation & Targeting StrategiesUnderstanding market segmentation enables businesses to strategically target their audiences. This section delves into segmentation bases, personality traits, consumption-specific criteria, and age-cycle concepts. Students will learn how to differentiate between concentrated and differentiated marketing to meet diverse consumer needs.Section 4: Consumer Motivation & NeedsMotivation is a driving force in consumer behavior. Students will explore goal setting, dynamics of motivation, and defense mechanisms. The section also introduces Murray's psychogenic needs, the trio of needs, and how cultural contexts influence consumer needs.Section 5: Personality & Consumer BehaviorThis section examines how personality traits influence consumer decisions. Topics include theories of personality, self-image, consumer ethnocentrism, materialism, and brand personality. By understanding personality, marketers can align their branding strategies to resonate with target audiences.Section 6: Consumer PerceptionPerception shapes how consumers interpret marketing messages. Students will learn about perceptual organization, interpretation, and subliminal perception. This section also discusses the role of stereotypes in advertising, with a focus on Indian marketing campaigns.Section 7: Consumer LearningMarketers benefit from understanding how consumers learn and form brand relationships. This section explores learning theories, classical and instrumental conditioning, cognitive learning models, and their strategic applications in marketing.Section 8: Attitude Formation & ChangeConsumer attitudes influence purchase decisions. This section covers attitude models like the tricomponent and multi-attribute frameworks, strategies for attitude change, and theories such as cognitive dissonance and the elaboration likelihood model.Section 9: Communication & Consumer BehaviorEffective communication is central to marketing success. Students will explore how credibility, persuasive messages, and informal versus formal sources impact consumer behavior. Topics like overcoming communication barriers and evaluating message effectiveness will also be covered.Section 10: Family & Social Class DynamicsFamily and social class significantly influence consumer behavior. This section examines decision-making roles within families, the socialization process, traditional family life cycles, and how marketers can target different social class profiles.Section 11: Cultural Influence on Consumer BehaviorCultural contexts shape consumer preferences. This final section highlights cross-cultural influences, subjective culture levels, and strategies to adapt marketing efforts for diverse audiences.ConclusionUnderstanding consumer behavior is essential for crafting impactful marketing strategies. By mastering the principles and practical applications covered in this course, students will be equipped to analyze and influence consumer decisions, build stronger brand connections, and drive business success.

Overview

Section 1: Introduction

Lecture 1 Introduction to Consumer Behavior

Lecture 2 Consumer Behaviour & The Marketing Concept

Lecture 3 Brand Success

Lecture 4 Customer Trust & Retention

Lecture 5 Impact of new technologies on marketing strategies

Lecture 6 Difference between traditional & value based marketing

Lecture 7 Consumer Decision Making Model

Section 2: Consumer Research Process

Lecture 8 Consumer Research Process

Lecture 9 Designing Primary Research

Lecture 10 Online Focus Groups

Lecture 11 Quantitative Research

Lecture 12 Survey Research

Lecture 13 Attitude Scales

Lecture 14 Sampling

Lecture 15 Comparison of Qualitative & Quantitative Research Process

Section 3: Market Segmentation & Strategic Targeting

Lecture 16 Market Segmentation

Lecture 17 Basis for Segmentation

Lecture 18 Personality Traits

Lecture 19 VALS Segments

Lecture 20 Consumption specific segmentation bases

Lecture 21 Basis Segmentation

Lecture 22 Age cycle concept of Segmentation

Lecture 23 Comparison of Concentrated & Differentiated Marketing

Section 4: Consumer Motivation

Lecture 24 Consumer Motivation

Lecture 25 Goals

Lecture 26 Dynamics of Motivation

Lecture 27 Defense Mechanisms

Lecture 28 Murray&s list of Pyschogenic Needs

Lecture 29 A Trio of Needs

Lecture 30 Culture & Need States

Section 5: Personality & Consumer Behavior

Lecture 31 Personality & Consumer Behavior

Lecture 32 Theories of Personality

Lecture 33 Personality & Understanding Consumer Behavior

Lecture 34 Social Character

Lecture 35 Cognitive Personality Factors

Lecture 36 Consumer Materialism

Lecture 37 Consumer Ethnocentrism

Lecture 38 Brand Personality

Lecture 39 Self and Self-image

Section 6: Consumer Perception

Lecture 40 Consumer Perception

Lecture 41 Subliminal Perception

Lecture 42 Perceptual Organization

Lecture 43 Perceptual Interpretation

Lecture 44 Stereotypes in Indian Advertising

Section 7: Consumer Learning

Lecture 45 Consumer Learning

Lecture 46 Categories of Learning Theory

Lecture 47 Strategic Application of Classical Conditioning

Lecture 48 Instrumenal Conditioning

Lecture 49 Application of Instrumental Conditioning

Lecture 50 Brand Relations

Lecture 51 Cognitive Learning

Lecture 52 Models of Cognitive Learning

Section 8: Consumer Attitude Formation & Change

Lecture 53 Consumer Attitude

Lecture 54 Tricomponent Attitude Model

Lecture 55 Multi-attribute Model

Lecture 56 Atitude Formation

Lecture 57 Strategies of Attitude Change

Lecture 58 Continuation of Strategies of Attitude Change

Lecture 59 Elaboration Likelihood Model

Lecture 60 Cognitive Dissonance Theory

Section 9: Communication and Consumer Behavior

Lecture 61 Communicaytion & Consumer Behavior

Lecture 62 Credibility & Dynamics of Informal Sources

Lecture 63 Strategic Marketing Application

Lecture 64 Credibility of Formal Sources

Lecture 65 Barriers to Communication

Lecture 66 Designing Persuasive Messages

Lecture 67 Advertising Apparels

Lecture 68 Message Effectiveness

Lecture 69 Message Attention & Interpretation

Section 10: Family and Social Class

Lecture 70 The Family and Social Class

Lecture 71 Consumer Socialization of Children

Lecture 72 Socialization Process Model

Lecture 73 Other basic functions of the family

Lecture 74 Dynamics of decision making

Lecture 75 Role of children in family decision making

Lecture 76 Traditional Family Life Cycle

Lecture 77 Social Class

Lecture 78 Measurement of Social Class

Lecture 79 Social Class Profiles

Lecture 80 Consumer Behavior Application of Social Class

Section 11: Influence of Culture on Consumer

Lecture 81 Influence of Cross-Culture on Consumer

Lecture 82 Levels of Subjective Culture

Marketing professionals seeking to enhance their consumer insights. Business owners aiming to build stronger connections with their customers. Students and graduates of marketing, business, or psychology. Anyone interested in understanding consumer decision-making and behavior.