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Semester 3MKT4308Marketing

Consumer Behaviour (MKT4308) crash course, Online MBA, Semester 3:

This subject explains how consumers think, feel and decide when buying, covering individual factors like motivation, perception and attitude, social influences…

  • 19 video lessons
  • 7h 21m
  • Study notes
  • 95 quiz questions
  • Assignment
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Consumer Behaviour crash course

19 lessons in Consumer Behaviour

Each lesson pairs one topic with a hand-picked video, trimmed to the part that teaches it.

About this subject

This subject explains how consumers think, feel and decide when buying, covering individual factors like motivation, perception and attitude, social influences like family, class and culture, and classic decision-making models. After it you will be able to analyse buyer behaviour, segment markets, and use consumer insights to shape marketing strategy and drive adoption of new products.

  1. 1

    Introduction to Consumer Behaviour and Buying Decision Models

    Module I, Introduction: Introduction to CB, Model of Consumer buying Decision Making, Participants in buying process, Individual v/s org buying behavior

    Models of Consumer Behaviour, Traditional models and Contemporary models, All models in one class· Management Mantra by Dr Barkha Gupta· 60 min

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  2. 2

    Consumer Research Process and Design

    Module I, Introduction: Concept of consumer Research, Consumer Research Process, Consumer Research Design, Bayesian Analysis

    Meaning of Consumer Research | Scope of Consumer Research | Process of Consumer Research in Hindi· Brilliant Mind Classes· 11 min

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  3. 3

    Market Segmentation and STP

    Module I, Introduction: Identifying segments, Addressing the needs of market, Profitability of segmentation, Criteria of segmentation, Inter-market segmentation, STP

    Market Segmentation, Bases for Market Segmentation, Consumer Behaviour bba, Consumer behaviour· DWIVEDI GUIDANCE· 25 min

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  4. 4

    Brand Value, Brand Loyalty and the Seven R's

    Module I, Introduction: Value of brand, Brand Loyalty, Seven R's of marketing mix

    BRAND BUILDING IN HINDI | Concept, Factors, Process & more with Examples | Marketing Management ppt· Sonu Singh - PPT wale· 24 min

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  5. 5

    Consumer Demographics and Lifestyle Marketing (VALS, LOV)

    Module II, Consumer as an Individual: Consumer demographics: Analysis, Consumer life styles and lifestyle marketing VALS, LOV

    Market Segmentation, Bases for Market Segmentation, Consumer Behaviour bba, Consumer behaviour· DWIVEDI GUIDANCE· 7 min

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  6. 6

    Consumer Motivation: Needs, Goals and Motives

    Module II, Consumer as an Individual: Motivation: Types of Needs and Goals, Nature and role of motive, Classifying motives, Motive arousal, Motivation Research

    MBA/Sem3/ Consumer Behaviour/Motivation· DIPSIMT MGT· 18 min

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  7. 7

    Personality and Self-Concept in Consumer Behaviour

    Module II, Consumer as an Individual: Personality: Personality theories, Measuring Personality, How self concept develops, Consistency of Self

    Consumer Behaviour|Theories of Personality|Mcom 4th Sem|English Medium by Pooja Lokwani· Commerce Horizon· 16 min

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  8. 8

    Consumer Perception and Learning

    Module II, Consumer as an Individual: Perception: Active Search, Passive reception, concepts related to perception, Marketing Implications, Learning: Cues, Response, Reinforcement, Characteristics of Memory systems, Theories of learning

    Consumer Perception, Meaning, Definition, Process, Consumer Behaviour and marketing communication· DWIVEDI GUIDANCE· 12 min

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  9. 9

    Consumer Attitudes: Theories and Attitude Change

    Module II, Consumer as an Individual: Attitude: Characteristics of attitude, Functions of attitude, Sources of attitude development, Attitude theories and models, Strategies for changing attitude

    Consumer Attitude Formation and Change· Ch-35: IIT Madras: Metallurgical and Others · 30 min

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  10. 10

    Group Dynamics and Reference Groups

    Module III, Environmental influences on CB: Group Dynamics: Importance of group dynamics in decision making, Characteristics of group, Types of groups, Reference groups: Types of reference groups, Application of reference group in CB

    Role of Reference group in Consumer Behaviour( Hindi + English)· Dr Vijyata· 16 min

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  11. 11

    Family Life Cycle and Family Buying Decisions

    Module III, Environmental influences on CB: Family: Significance of family in CB, Family life cycle, Family purchasing decision

    Family | Family Influence | Family Decision Making | Consumer Behaviour | Study at Home with me· College Tutor· 13 min

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  12. 12

    Social Class and Consumer Behaviour

    Module III, Environmental influences on CB: Social Class: Meaning of social class, Process of social stratification, Nature of social class, Social class measurement, Role of social class in segmenting markets, Social class and consumer behavior

    Social Class & Consumer Behaviour· Ch-35: IIT Madras: Metallurgical and Others · 32 min

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  13. 13

    Culture and Subculture in Consumer Behaviour

    Module III, Environmental influences on CB: Culture: What is culture, The content of culture, Culture as a process, Sub-Culture: Defining subculture, Analyzing subculture

    Mod-15 Lec-35 Culture, Sub-Culture and Cross-Culture· nptelhrd· 57 min

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  14. 14

    Opinion Leadership and Personal Influence

    Module III, Environmental influences on CB: Personal Influence: Nature and significance of personal influence, Who are opinion leaders, Why do opinion leader attempts to influence others, Why followers accept personal influence, The market maven, Marketing Implications of Personal influence, Identifying and using opinion leaders directly, Creating opinion leaders, Simulating opinion leadership, Stifling opinion leadership, Identifying OL

    OPINION LEADERSHIP – MBA 3rd SEM | CONSUMER BEHAVIOR | | Vv Study | 2025 BY AMRISH SIR· Vv Study· 22 min

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  15. 15

    Consumer Decision Models: Nicosia, Howard Sheth, EKB

    Module IV, Consumer Decision Making Process: Decision Process: Buying decision process, Nicosia Model, Howard Sheth Model, Engel-Kollat-Blackwell Model

    Nicosia Model, EKB Model, Howard Sheth model of consumer behavior (Marketing) | Navdeep Kaur· Nav classes· 31 min

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  16. 16

    Types of Buying Behaviour and Buying Decision Steps

    Module IV, Consumer Decision Making Process: Types of buying behavior, Steps in buying decision process, Impulse purchase and customer loyalty

    Consumer Buying Behaviour- types of buying behaviour, Process, Factors Influencing, by Dr. Barkha· Management Mantra by Dr Barkha Gupta· 26 min

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  17. 17

    Diffusion of Innovation and Adoption Process

    Module IV, Consumer Decision Making Process: Diffusion of innovation: What is an innovation, Types of Innovation, The Adoption process, The Diffusion process

    Diffusion of Innovation, Consumer Adoption Process, Resistance to Innovation, Consumer behaviour bba· DWIVEDI GUIDANCE· 19 min

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  18. 18

    Consumer Involvement Levels and Post-Purchase Dissonance

    Involvement levels, Post-purchase dissonance

    Customer Involvement in Consumer Behaviour, Consumer involvement in buying process, aktu mba· DWIVEDI GUIDANCE· 10 min

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  19. 19

    Online Consumer Buying Behaviour and Customer Journey Mapping

    Online buying behaviour, Customer journey mapping

    Customer Journey Mapping Tutorial· SiteGround.com· 12 min

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Assignment

Consumer Behaviour Audit: Launching a Smart Water Bottle in Urban India

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What you get

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    Hand-picked video lessons

    19 short lessons, each with the best YouTube explanation we could find, trimmed to the part that matters.

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    Study notes

    19 lessons come with a summary, key points, key terms and takeaways for quick revision.

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    Quizzes

    95 questions across the course, with the right answer and why, the moment you pick.

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    Assignments

    1 subject assignments with clear tasks, so you practise what each subject actually asks of you.

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    Notebook

    Write notes beside the video, stamped with the exact time, and jump back to that moment later.

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    Progress that follows you

    Completed lessons, quiz scores and where you stopped, saved to your account on every device.

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    Live chat

    A members-only live chat beside every lesson: doubts, tips, stickers and GIFs with your batch. One ₹19 pass opens every live chat.

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A live chat right beside the video, shared by everyone studying Online MBA. Ask a Consumer Behaviour doubt mid-lesson, share a shortcut, celebrate a finished semester.

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More from Online MBA Semester 3

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Consumer Behaviour: common questions

This subject explains how consumers think, feel and decide when buying, covering individual factors like motivation, perception and attitude, social influences like family, class and culture, and classic decision-making models. After it you will be able to analyse buyer behaviour, segment markets, and use consumer insights to shape marketing strategy and drive adoption of new products. It's the Consumer Behaviour subject of Online MBA, Semester 3, in 19 lessons: Introduction to Consumer Behaviour and Buying Decision Models; Consumer Research Process and Design; Market Segmentation and STP; Brand Value, Brand Loyalty and the Seven R's; Consumer Demographics and Lifestyle Marketing (VALS, LOV); Consumer Motivation: Needs, Goals and Motives; Personality and Self-Concept in Consumer Behaviour; Consumer Perception and Learning; Consumer Attitudes: Theories and Attitude Change; Group Dynamics and Reference Groups; Family Life Cycle and Family Buying Decisions; Social Class and Consumer Behaviour; Culture and Subculture in Consumer Behaviour; Opinion Leadership and Personal Influence; Consumer Decision Models: Nicosia, Howard Sheth, EKB; Types of Buying Behaviour and Buying Decision Steps; Diffusion of Innovation and Adoption Process; Consumer Involvement Levels and Post-Purchase Dissonance; Online Consumer Buying Behaviour and Customer Journey Mapping.

Yes. Every video lesson is free to watch without an account. A free login unlocks study notes, quizzes, the assignment, a notebook and progress that syncs across devices.

About 7h 21m of video across 19 lessons, plus time for notes and quizzes. Go at your own pace; your place is saved.

Yes: “Consumer Behaviour Audit: Launching a Smart Water Bottle in Urban India”. It comes after the last lesson, with a brief, clear tasks and how the work is judged.

A members-only live chat beside the video, shared by everyone studying Online MBA, where learners ask doubts, share tips and react with stickers and GIFs. One ₹19 pass, paid once from your InsideEdge wallet, opens the live chat for every degree.

No. It's a crash course to help you understand and revise the subject quickly. Use it alongside your official study material and assignments.

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