Consumer Behaviour

IIT Kharagpur Course , Prof. Sangeeta Sahney

Lecture 1: Introduction to the Study of Consumer Behaviour

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Lecture Details :

Consumer Behaviour by Dr. Sangeeta Sahney, Department of Management, IIT Kharagpur. For more details on NPTEL visit

Course Description :

Introduction To The Study of Consumer Behavior -Market Research and Consumer Behavior - Market Segmentation and Positioning - The Consumer Decision Making Process - Models Of Consumers - Psychological Influences on Consumer Decision Making - Sociological Influences on Consumer Decision Making - Diffusion of Innovation

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