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Marketers and researcher have been exploring to uncover the mysteries of persuading the consumers to buy their products/services. They have been striving to understand consumption behaviour to provide a memorable experience. From decades brand managers are continuously striving to comprehend consumers’ needs, emotions and expectations to create a unique delightful experience. Surprisingly mismatch between the attitude and actual purchase behaviour of the consumer has been an area of great concern. Most of the information processing that happens at subconscious human brain plays a great role in consumer decision behaviour. Traditional market research methods alone would fail to understand the consumer subconscious brain processing to explain mismatch between intention and action displayed by consumers at the point of purchase. Marketers and researchers, therefore, need to revisit their market research methods to better understand consumer mind and behaviour. This program will address concepts and application of neuroscience in consumer behavior and its role in shaping the future marketing practices. The program will introduce the emerging field of consumer neuroscience and applications of neuroscience in marketing.
- Neuroscience of consumer decision making
- Consumer emotions
- Tools & application of consumer neuroscience
- Experience psychology
- Neuroscience techniques
- Human behaviour in marketplace
- Emotions & reasons in consumer behaviour
- Old versus new paradigm
Management Development Programmes (MDP) Office
Indian Institute of Management Indore
Prabandh Shikhar, Rau-Pithampur Road
Indore 453556, Madhya Pradesh, INDIA
Email : mdp@iimidr.ac.in
Tel. : +91-731-2439750, 2439752, 2439753, 24397544
Fax : +91-731-2439800
Senior and Middle level marketing and sales managers from FMCG, Consumer Durables, & Non-Durables Industry, Health, Hospitality, Financial, Entertainment, Retail, Ecommerce 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 interactive exercises.
45000
GST, as applicable, will be additional
Prof. Sabita Mahapatra
Email: sabita@iimidr.ac.in
Phone: +91-731-2439533