Consumer Behaviour in Digital World

MODULE 01: INTRODUCTION TO CONSUMER BEHAVIOR

Introduction: Consumer Behavior in the Digital Age, The Scope and importance of consumer behavior, Concept, diversity of consumer behavior, Characteristics of Indian Consumers. Individual determinants of Consumer Behavior, Motivation, Personality and Self Concept, Consumer Perception, Consumer Learning, Consumer Attitude Formation and Change.

MODULES 02: KEY INFLUENCES ON CONSUMER BEHAVIOR: NEEDS, MOTIVES, AND SOCIAL DYNAMICS

Influences on the Consumer: Consumer needs, motives - positive and negative motivation - rational versus emotional motives. Consumer relevant reference groups - opinion leaders - family decision making and consumption related roles - family life cycle - social class and consumer behavior - influence of culture on consumer behavior- cross cultural context. Diffusion of innovations: the diffusion and adoption process - consumer innovativeness and personality traits.

MODULES 03: POST-PURCHASE BEHAVIOR AND ORGANIZATIONAL INFLUENCES ON BUYING DECISIONS

Post purchase behavior: Consumer satisfaction concept & Models – Expectancy Disconfirmation, Desires Congruency Model, Equity Theory, Attribution Theory, Cognitive dissonance, Consumer delight, consumer complaint behavior. Organizational Influences on Buying Behavior: Buying Roles; Market Response: The Buy Grid Model; the Organizational Buying Decision Process; Buying Tasks; Interpersonal Influencing in Organizational Buying.

MODULES 04: FOUNDATIONS AND INFLUENCES ON DIGITAL CONSUMER BEHAVIOR

Evolution of Consumer Behavior in the Digital Age: Impact of technology on consumer decision-making. Traditional vs. Digital Consumer Journeys: Key differences and transformation in touchpoints. Psychological and Cognitive Factors – Motivation, perception, decision-making, and cognitive biases affecting online choices. Social Influence in the Digital Space: Online reviews, user-generated content, social proof, and influencer marketing. AI & Personalization: Role of predictive analytics in shaping consumer preferences.

MODULES 05: DIGITAL CONSUMER STRATEGY, ETHICS, AND FUTURE TRENDS

Digital Branding & Omni channel Marketing: Role of influencers, impact measurement, and mobile commerce strategies. Consumer Trust & Ethical Considerations: Data privacy laws (DPDP Act, 2023, IT Act, 2008), ethical dilemmas, and digital persuasion. Emerging Technologies: AR/VR, block chain, and their impact on consumer behavior.