Consumer Behaviour Diploma

Through this Consumer Behaviour Diploma course, you will learn about overview and introduction to consumer Behaviours, consumer research process, market segmentation & strategic targeting, consumer motivation, personality and consumer Behaviour and consumer perception.

Consumer Behaviour is defined as “the dynamic interaction of affect and cognition, Behaviour and the environment by the human beings conduct the exchange aspects of lives”. Human beings are greatly influenced in their buying actions by various factors like opinions of others, marketing stimuli like product, advertising, packaging and product appearance.

Consumer behaviour is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services, and how the consumer's emotions, attitudes and preferences affect buying behaviour. Consumer behaviour emerged in the 1940–50s as a distinct sub-discipline of marketing, but has become an interdisciplinary social science that blends elements from psychology, sociology, social anthropology, anthropology, ethnography, marketing and economics (especially behavioural economics).

The study of consumer behaviour formally investigates individual qualities such as demographics, personality lifestyles, and behavioural variables (such as usage rates, usage occasion, loyalty, brand advocacy, and willingness to provide referrals), in an attempt to understand people's wants and consumption patterns. Also investigated are the influences on the consumer, from social groups such as family, friends, sports, and reference groups, to society in general (brand-influencers, opinion leaders).

Research has shown that consumer behaviour is difficult to predict, even for experts in the field; however, new research methods, such as ethnography, consumer neuroscience, and machine learning are shedding new light on how consumers make decisions. In addition, customer relationship management (CRM) databases have become an asset for the analysis of customer behaviour. The extensive data produced by these databases enables detailed examination of behavioural factors that contribute to customer re-purchase intentions, consumer retention, loyalty and other behavioural intentions such as the willingness to provide positive referrals, become brand advocates or engage in customer citizenship activities. Databases also assist in market segmentation, especially behavioural segmentation such as developing loyalty segments, which can be used to develop tightly targeted, customized marketing strategies on a one-to-one basis. (Also see relationship marketing). Consumer Behaviour is the actions and the decision processes of people who purchase goods and services for personal consumption” – according to Engel, Blackwell, and Mansard,

Consumer buying Behaviour refers to the study of customers and how they behave while deciding to buy a product that satisfies their needs. It is a study of the actions of the consumers that drive them to buy and use certain products.

Study of consumer buying Behaviour is most important for marketers as they can understand the expectation of the consumers. It helps to understand what makes a consumer to buy a product. It is important to assess the kind of products liked by consumers so that they can release it to the market. Marketers can understand the likes and dislikes of consumers and design base their marketing efforts based on the findings.

Consumer Behaviour Diploma course studies about the various situations such as what do consumers buy, why do they buy, when do they buy, how often do consumers buy, for what reason do they buy, and much more.

• Young Marketing Executives and Non-Marketing Professionals
• Marketing Students
• Sales Professionals
• Strategists and Sociologists
• Statisticians
• Researchers

There are no entry requirements. No background training or qualifications are required. Anyone can enrol at any time, beginners, intermediates and experienced all year round.

Business Owner

Marketing Manager

Sales Manager

Advertising Manager

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Certificate of completion

Digital certificate - Included