Certified Consumer Behavior Analyst

Course details

Vskills certification for Consumer Behavior Analyst assesses the candidate as per the company’s need for analyzing consumer behavior for marketing or sales of their products or services. The certification tests the candidates on various areas in consumer behavior basics, market segmentation, consumer perception, learning, attitudes, communication and personality of consumer, consumer in social settings, opinion leadership, decision making process¸ industrial buying behavior and online consumer behavior.

Why should one take this certification?
This Course is intended for professionals and graduates wanting to excel in their chosen areas. It is also well suited for those who are already working and would like to take certification for further career progression.
Earning Vskills Consumer Behavior Analyst Certification can help candidate differentiate in today's competitive job market, broaden their employment opportunities by displaying their advanced skills, and result in higher earning potential.

Who will benefit from taking this certification?
Job seekers looking to find employment in Marketing or Sales departments of various companies, students generally wanting to improve their skill set and make their CV stronger and existing employees looking for a better role can prove their employers the value of their skills through this certification.

Table of Contents

Introduction to Consumer Behaviour

• Marketing and Customer Orientation
• Diversity in Market Place
• Buyer Behavior
• Customer Roles
• Organisational and Consumer Buying

Market Segmentation

• Types of Markets
• Market Segmentation
• Consumer Research Process
• Eight-Step Research Process
• Conducting Research Study

Consumer as Individual

• Consumer Need
• Hulls Drives Reduction Theory
• Maslow’s Hierarchy of Needs
• McClelland’s Three Needs Theory
• Consumer Motivation Concept
• Values
• Means - End Chain Model

Consumer Perception

• Perception Basics
• Elements of Perception
• The Absolute Threshold
• The Differential Threshold
• Subliminal Perception
• Process of Perception
• What is value?
• Choosing a Value Proposition
• Dynamics of Perception
• Perceptual Organization
• Consumer Imagery

Consumer Learning

• What is Learning?
• Relevance
• Consumer Learning
• Behavioral Learning Theories
• Cognitive Learning Theory
• Measures of Consumer Learning

Consumer Attitudes

• Attitudes
• Models of Attitude
• Attitude Formation
• Strategies of Attitude Change

Consumer Personality

• What is “personality”?
• The Nature of Personality
• Theories of Personality
• Consumer Diversity
• Brand Personality

Consumer Communication

• Elements of Mass Communication
• The Communication Process
• Designing Persuasive Communications

Consumer and Social Settings

• Group Dynamics
• Functions of the Family
• Consumer Socialization
• Family Life Cycle
• Family Decision Making
• Influences on the Decision Process

Impact of Culture

• Characteristics of Culture
• Hofstede’s Five Dimensions of Culture
• Measurement of Culture
• Subcultures and Consumer Behavior
• Personal Characteristics
• Cross-Cultural Consumer Analysis
• Alternative Multinational Strategies

Opinion Leadership

• What is opinion Leadership
• Measurement of Opinion Leadership
• Opinion Leaders
• The Interpersonal Flow of Communication
• Diffusion Process
• Adoption Process
• Consumer Innovator
• Decision Making Process
• Levels of Consumer Decisions

Decision making Process

• Variables shaping the Decision Process
• Types of Decision Behavior
• Consumer Decision-Making
• Models of Consumer Behavior

Industrial Buying Behaviour

• Expectations within the organization
• Characteristics of the Product and the Buying Organisation
• Nature of the Decision-making Process
• Customer Relationship Management (CRM)

Online Consumer Behavior

• Introduction
• E-Commerce Basics
• Search Engine Optimization
• Social Media
• Behavioral Targeting
• Privacy
• Online Consumer Types
• The C’s of E-Commerce
• Process of Online Buyer Behavior

Updated on 01 February, 2019