Certificate in Consumer Behaviour


  • Understand the basic concepts of consumer behaviour along with its application in purchase decisions
  • Examine and explore the reasons and motives for consumer buying behavior
  • Investigate and probe the relationship existing between internal and external influences like psychological, social and cultural drives and consumer buying behaviour
  • Discover the dynamics of human behaviour and the factors influencing consumer buying / decision making behaviour


Consumer behaviour is a field of study that focuses on the individuals, groups and organizations and the processes that the consumers use to choose, procure and use the products or services. Consumer behaviour as a specialized branch of study incorporates the concepts from psychology, sociology, anthropology, marketing, economics, behavioural sciences, decision making science and the core management.

Consumer Behaviour

Additional information


3 Months


Certificate of Completion

Career prospects

On successful completion of the course, the learners get employed in the sales and marketing, advertising and promotion organisations as an analyst. They can also move up the ladder to become demand analyst, marketing managers, brand managers etc.

Consumer Behaviour

Learning Outcome

Upon successful completion of the program students will be able to:

  • Appreciate the basic concepts including dimensions of consumer behaviour and its application in consumer buying behaviour as well as marketing situations
  • Comprehend the underlying motivational drivers that influence consumer decision making process
  • Explain the process of consumer buying / decision making and its relationship with psycho – socio – cultural factors which ultimately influence the consumer purchasing behaviour
  • Describe the key concepts and responses involved in consumer buying behaviour and its implications in marketing activities
Consumer Behaviour


  • Module 1: Introduction to Consumer Behaviour
  • Module 2: External Socio – Cultural Influences on Consumer Behaviour
  • Module 3: Internal Individual Psychological Influences
  • Module 4: Purchase Decision Process and Market Response
Consumer Behaviour


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