The behaviour of the consumer is the most unpredictable element in a business. Most of the times the consumer is on his mental journey while making a purchase. It is the duty of marketer to understand the state in which the consumer is while making a purchase decision. Today consumer’s are in the driver’s seat controlling the market place. Understanding why customer buys what he buys is the key to successful marketing today. Once marketers learn how the “why” drives and directs consumer behaviour, they can learn how to get them buy more things. Marketers need to understand the why’s that underlie the consumer psychology to predict the future of their marketplace and accordingly plan out their product, promotion, pricing and selling strategies. Future marketing success lies in understanding consumer decision journey. Such understanding will provide an answer to questions as to why, where, how, when, what they buy, use and consume. Such insight helps marketers to design and develop appropriate marketing strategies.
In an online, consumer responses are significantly different from traditional context. A variety of new factors come into play depending on the context in which consumers interact. The way products and services are sold and presented differs significantly in virtual sphere. This program will provide structured framework on consumer-firm interactions, firm-consumer interactions, and consumer-consumer interactions with specific focus on online consumer behavior across different stages of internet evolution.
- Customer value proposition
- Consumer and behaviour knowledge
- Psychology of buying
- Forces changing behaviour & buying process
- Develop an understanding of customer management
- Human behaviour in marketplace
- Emotions & reasons in consumer behaviour
- Consumer neuroscience
- A new wave in creating customer value
- Managing customer expectation and experience
Management Development Programmes (MDP) Office
Indian Institute of Management Indore
Prabandh Shikhar, Rau-Pithampur Road
Indore 453556, Madhya Pradesh, INDIA
Email : email@example.com
Tel. : +91-731-2439750, 2439752, 2439753, 24397544
Fax : +91-731-2439800
Senior and Middle level executives and resercahers from FMCG, Consumer Durables, & Non-Durables Industry, Health, Hospitality, Financial, Entertainment, Ecommerce, Retail and Services Industry.
The pedagogical mix for the program will be a judicious combination of lectures and cases discussion for conceptual understanding, experimental learning through psychological and behavioural games, role-playing and interactive exercises.
GST, as applicable, will be additional
Prof. Sabita Mahapatra