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Management  Consumer Behaviour
Title: Consumer Behaviour
Department: Management
Author: Dr. Sangeeta Sahney
University: IIT Kharagpur
Type: WebLink
Abstract: Focus of the course would be on the psychological and sociological elements and their impact on consumer decision making. The course will help the students take a holistic view of the buyer; it will help equip them with knowledge of various models and frameworks to help understand buyer behavior and align the knowledge with formulation of appropriate marketing strategies. The objective is to gain an understanding of the theoretical and conceptual concepts of buyer behavior and apply them to real life marketing situations and practices.
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