CONSUMER BEHAVIOR

Session 1
 4 Credits - 40 Sessions(hours)
This week

Session Subject

Session 1 Introduction session – Marketing concept – Part of Understanding/Connecting with

consumers is CONSUMER BEHAVIOR –
CULTURAL/SOCIAL/PERSONAL/PSYCHOLOGICAL/ECONOMIC FACTORS
Session 2 Definition. What/why/when/where/how/how often etc. Maslow theory. Subjects
associated – Psychology/Sociology/Social psychology/ Cultural anthropology. Models
(Kotler)
Session 3 Applications of consumer behavior – Analyzing/Selecting/Marketing mix
AMA ‘s definition
of marketing:
 A few concepts
“Marketing is the science and art of exploring, creating, and delivering
value to satisfy the needs of a target market at a profit” - Philip Kotler
Product Concept states that customers or consumers prefer product which is of the highest quality, performance and features. Product concept
is a mandatory concept in order to give the best possible product to the customer as per the demand and expectation.

Production Concept is a belief that states that the customers would always acquire products which are cheaper and more readily available

The selling concept essentially mirrors the thought that consumers will not purchase enough of the company’s products unless large-
scale promotional and selling efforts are carried out by it.

The marketing concept is the strategy that firms implement to satisfy customers’ needs, increase sales, maximize profit, and beat the competition.
Consumer behaviour or Buyer Behaviour
Understanding the customer’s Cultural, Social and Personal factors – will be the core of CB
Consumer Behaviour - Coke

https://www.youtube.com/watch?v=2X8Bd3-G6IU
Suggested download and reading

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