Consumer Behaviour in the Digital Age

In this 3 day program, you will be taking a step towards understanding what goes on in the minds of the consumers as they make consumption-related decisions. Understanding the consumer is vital for any organization if they want market their products and services successfully. Consumer Behavior is often complex as each consumer is different in how they learn, process, and develop attitudes towards purchase, consumption, and disposal of products. Further, there is a constant change in behavior due to the changes in lifestyle, living standards, and technology, causing the consumer’s attitude to change towards a product with time. This program is thus designed to help participants understand and appreciate the nuances of consumption in today’s digital age. This program will further expose participants to an emerging markets perspective on consumption. These are markets which have thrown open opportunities in trade and commerce due to the booming middle class, rapid adoption of technology and have become compelling retailing forces that marketers are still trying to understand. The consumption in emerging economies is largely driven by the sharing economy and changing cultural value. This program is thus designed to give the student an immersive experience of the strong cultural forces shaping consumption in these markets. Participants will be exposed to psychological, sociological and anthropological perspectives on why and how consumers make choices in the technology driven world. The program will compel the participants to strive and unravel the mysteries of the consumer’s mind and apply these insights to Marketing efforts.

The program will adopt a student-centered learning methodology. Pedagogy will include a mixed learning method, which will combine lectures with case discussions, in-class exercises, group presentations, field exercises, and debates. Sessions will be heavy in the immersive component and participants will be expected to apply the concepts learnt in the session for designing Marketing strategies in a simulated environment.