Consumer Behaviour and Marketing Strategy

Consumer Behaviour and Marketing Strategy examines how individuals and groups make purchasing decisions and how organizations design strategies to influence those decisions effectively. The subject explores psychological, social, cultural, and economic factors that shape consumer preferences, motivations, perception, and loyalty. Understanding consumer behaviour enables marketers to predict buying patterns, segment markets, and develop targeted value propositions. The course highlights decision-making models, attitude formation, brand perception, and the role of digital environments in shaping consumer interactions. It also emphasizes strategic applications such as product positioning, pricing strategies, promotional planning, and customer relationship management. By linking behavioural insights with marketing frameworks, learners gain the ability to design data-driven, customer-centric strategies that enhance satisfaction, competitive advantage, and long-term brand growth. The integration of analytics, e