CONSUMER BEHAVIOUR AND SALES MANAGEMENT

Unit

Content

Hours

1

Introduction to Consumer Behavior and Its Foundations

1.1 Foundations of Consumer Behavior: Scope, Relevance, and Classification of Consumer Behavior (Routine to Extensive Decision Making)

1.2 Influencers of Consumer Behavior: Cultural, Social, Personal, and Psychological Factors.

1.3 Consumer Buying Behaviour Process: Need Recognition, Information Seeking, Evaluating Alternatives, Purchase Decision, and Post-purchase Experience.

1.4 Emerging Trends: Digital Transformation (E-Commerce, Social Media, Mobile Commerce, AI Personalization), Experiential Consumption, and Ethical Consumption.

15

2

Sales Management

3.1    Sales Management: Definition, Scope, Sales Force Planning, Recruitment, Training, and Development.

3.2 The Sales Process: Prospecting, Pre-Approach, Engagement, Presentation, Objection Handling, Closing, and Post-Sale Follow-up.

3.3 Sales Ethics: Ethical Guidelines, and Legal Considerations in Sales.

15