Consumer Behaviour & Neuro Marketing (MK01)

Syllabus

CONSUMER BEHAVIOUR AND NEURO MARKETING (BMB MK 01)
Unit 1 : Introduction: Consumer Behavior & the Marketing Mix, Consumer Goals, Consumer Decision Making Process: Need Recognition, Search for information, Pre purchase evaluation of alternatives, Purchase, Consumption, Post consumption Evaluation & Divestment, Interruption in buying process & their effects, Customer involvement, Consumer Journey through the World of Technology.
Unit 2 : Psychological factors: Perception, learning, motivation, attitude formation and change, personality, and lifestyle. Personal factors: Demographics, life cycle, occupation, and income. Social factors: Family, reference groups, roles and status. Cultural factors: Culture, sub- culture, cross-cultural consumer behaviour. Consumer involvement and buying decision process (complex, habitual, variety-seeking). Organizational buying vs individual buying behaviour. Case Studies and Industry Applications.
Unit 3 : Consumer Behaviour in Digital Age Online and mobile consumer behaviour, Influence of social media, peer reviews, and digital communities. Role of AI, machine learning, and big data in understanding consumers. Behavioural targeting and personalization strategies. Consumer privacy and data protection in digital marketing. Emerging trends in digital consumption patterns. Case Discussions and Industry Practices.
Unit 4 : Introduction to Neuromarketing: Meaning and scope of neuromarketing. Principles of neuroscience relevant to marketing: Brain functions, emotions, and decision-making. Neuromarketing techniques: Eye-tracking, fMRI, EEG, biometrics, facial coding. Applications of neuromarketing in advertising, branding, packaging, and pricing strategies. Benefits and limitations of neuromarketing. Ethical issues, criticisms, and regulatory frameworks related to neuromarketing. Case Studies.
Unit 5 : Consumer Behaviour and Neuromarketing Strategies: Translating consumer insights into marketing strategy. Designing customer experiences using neuromarketing findings. Sensory marketing and subconscious consumer triggers. Role of neuromarketing in retail, FMCG, luxury brands, and service sectors. Developing integrated consumer behaviour and neuromarketing strategies for real-world challenges. Case Study.