Course Name: Consumer Behaviour

Course abstract

Drawing heavily from the fields of psychology, anthropology and economics; the concepts of Consumer Behaviour puts forth the decision-making processes of buyers, both individually and in groups. It studies the decision-making parameters at both individual as well as group levels as endeavors to understand the consumer preferences and choice heuristics. The course will also bring forth the parameters, process and conflicts while considering family as decision-making unit. The course will sensitize the participants about how the aforesaid concepts will help them in designing appropriate marketing mix and the overall marketing strategy.


Course Instructor

Media Object

Prof. Srabanti Mukherjee

Srabanti Mukherjee is an Assistant Professor in Marketing at Vinod Gupta School of Management, Indian Institute of Technology Kharagpur, India. She holds a PhD degree from Indian Institute of Engineering Science and Technology Shibpur, India. Prior to joining this Institute she has taught in several premiere institutes including Indian Institute of Management Indore, Indian Institute of Social Welfare and Business Management, IIEST Shibpur and Visva Bharti University. Her key teaching interests are consumer behaviour, marketing to the bottom of the pyramid, and advanced marketing research. She has authored a book titled Consumer Behaviour, Cengage Learning India Pvt. Ltd. Apart from publishing quite a few papers in peer-reviewed journals and conferences, she has also registered business cases in Ivey Publishing portal co-distributed through Harvard Business School Publishing.
More info

Teaching Assistant(s)

CHARU SIJORIA

Doctor of Philosophy
VINOD GUPTA SCHOOL OF MANAGEMENT
IIT Kharagpur

NANDA CHOUDHURY

Doctor of Philosophy
VINOD GUPTA SCHOOL OF MANAGEMENT
IIT Kharagpur

 Course Duration : Jan-Mar 2017

  View Course

 Enrollment : 01-Jan-2017 to 23-Jan-2017

 Exam registration : 30-Jan-2017 to 27-Feb-2017

 Exam Date : 26-Mar-2017

Enrolled

1912

Registered

242

Certificate Eligible

189

Certified Category Count

Gold

4

Silver

0

Elite

86

Successfully completed

99

Participation

13

Success

Elite

Gold





Legend

>=90 - Elite + Gold
60-89 - Elite
40-59 - Successfully Completed
<40 - No Certificate

Final Score Calculation Logic

  • Assignment Score = Average of best 6 out of 8 assignments.
  • Final Score(Score on Certificate)= 75% of Exam Score + 25% of Assignment Score
Consumer Behaviour - Toppers list
Top 1 % of Certified Candidates

PURNENDU KUMAR PATRA 96%

SCHOOL OF MANAGEMENT SCIENCES, VARANASI

DR MEDHA SRIVASTAVA 93%

SCHOOL OF MANAGEMENT SCIENCES, VARANASI


Top 2 % of Certified Candidates

YUVIKA VISHAL MAYANI 90%

STELLA MARIS COLLEGE (AUTONOMOUS)

SANJIV KUMAR SINGH 90%

ULTRATECH CEMENT LIMITED


Top 5 % of Certified Candidates

MOHIT SHUKLA 89%

J K CEMENT LTD

VINIT SUHAS JAIN 89%

WALCHAND COLLEGE OF ENGINEERING,SANGLI

ANBARASAN R 86%

M A M COLLEGE OF ENGINEERING AND TECHNOLOGY

PIYUSH D SINGH 86%

ADANI

RIZWANA M 86%

M S RAMAIAH INSTITUTE OF TECHNOLOGY

Assignment

Exam score

Final score

Score Distribution Graph - Legend

Assignment Score: Distribution of average scores garnered by students per assignment.
Exam Score : Distribution of the final exam score of students.
Final Score : Distribution of the combined score of assignments and final exam, based on the score logic.