Consumer Behavior: The Secrets Behind Consumer Choices

Course Requirements

• A strong interest in psychology and consumer behaviors
• A passion to market your brand effectively

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Course Description

Have you ever walked into a supermarket and wondered why the milk is always in the last aisle? Or why do you always pick the chips from the middle row? You’d be surprised to know the amount of effort that companies put into attracting you, the consumer, and how you don’t even notice the tricks they’re using most of the time!

Did you know that the consumer journey starts from the moment you park your car, and ends only when you’ve consumed the product you bought! Consumer behavior specialists will add friction to certain parts of the journey and smoothen out some parts to make sure you purchase as many products as possible. The psychology of buying is extremely interesting and useful to you both as a consumer and a marketer to learn!

If you’re interested in using customer insights and creating top-notch marketing strategies, then this course is for you! You’ll get a detailed introduction to consumer behavior, the internal and external influences that impact consumers and the various tips and tricks you can use to increase your company’s insights. You’ll also learn about market segmentation, product positioning and various advertising strategies that will help your brand reach new heights!

What will you learn?

• The Psychology of Buying: Uncover the hidden motivations behind consumer choices.
• Social and Cultural Influences: Explore how society and culture shape what people buy.
• The Buyer's Journey: Understand the steps consumers take from awareness to purchase.
• Marketing Magic: Learn how to apply consumer insights to create winning marketing strategies.
• Consumer Research Skills: Discover how to gather and analyze data to understand your target audience.

Course Curriculum

Module 1: Introduction to Consumer Behavior

• Lecture 1: Definition and Scope of Consumer Behavior
• Lecture 2: Importance of Understanding Consumer Behavior for Businesses
• Lecture 3: Historical Evolution of Consumer Behavior as a Field of Study

Module 2: Internal Influences on Consumer Behavior

• Lecture 4: Consumer Motivation and Needs
• Lecture 5: Perception and Information Processing
• Lecture 6: Learning and Memory
• Lecture 7: Attitudes and Persuasion
• Lecture 8: Personality and Self-Concept

Module 3: External Influences on Consumer Behavior

• Lecture 9: Culture and Subculture
• Lecture 10: Social Class and Reference Groups
• Lecture 11: Family and Household Influences
• Lecture 12: Situational Factors

Module 4: Consumer Decision-Making Process

• Lecture 13: Problem Recognition
• Lecture 14: Information Search
• Lecture 15: Evaluation of Alternatives
• Lecture 16: Purchase Decision
• Lecture 17: Post-Purchase Evaluation

Module 5: Consumer Behavior and Marketing Strategy

• Lecture 18: Market Segmentation and Targeting
• Lecture 19: Product Positioning and Branding
• Lecture 20: Pricing Strategies
• Lecture 21: Promotion and Advertising Strategies
• Lecture 22: Consumer Research and Analysis

Module 6: Course Conclusion

• Lecture 23: Final Notes and Encouragement

Who is this course for?

• Marketing professionals who want to refine their understanding of consumer behavior and create more impactful campaigns.
• Business owners and entrepreneurs who are seeking to gain insights into their target customers and develop better products and services.
• Students and researchers interested in exploring the fascinating field of consumer behavior and its applications in various industries.

Sound interesting? Enroll now and let’s get started!

Certificate of Completion

Upon successful completion of the course and final assessment, participants will receive a Certificate of Completion from Eduta.

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