Consumer Behavior

Learn about consumer behavior to better target and serve your customer.

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Course: On-Demand

Essential Provider : Michael Gorgio 20 chapters · 127 Lessons · 2h 10m in Arabic, English

Course Description

This “Consumer Behavior” course will teach you how to target and serve your customers faster and more effectively than ever before. Understanding the reasons behind how and why consumers behave and how they make decisions will make you an effective business person, and these lessons will provide you with the vital skills that go into this process.

Learn how to conduct customer research using a variety of methods and understand the factors that influence a customer’s choice of what to buy. Explore the key concepts and strategies of developing strong customer relationships and maintaining their commitment to the products and services that you provide. Plus, learn how to deal with dissatisfied customers, and the best ways to maintain customer satisfaction. This course will give you insights on how customer motivation and personality affects marketing, and it will help you learn how to see, understand, and impact the key variables driving customer behavior.

What You'll Learn

Understand what consumer behavior is and why it is important in business
Differentiate between a customer and a consumer, and apply the marketing concept and types of market segmentation
Conduct consumer research using quantitative and qualitative methods, develop research objectives, and report findings
Examine the factors that influence a customer's buying choices, including motivation, personality, perception, learning, attitude, and communication
Analyze social and cultural influences on behavior such as social class, culture, reference groups, and family
Develop strong customer relationships and learn how to satisfy unhappy customers

Key Takeaways

Understanding how and why consumers behave and make decisions helps you target and serve customers more effectively.
The course distinguishes between customers and consumers and covers the marketing concept and different types of market segmentation.
Consumer research can be conducted through quantitative, qualitative, or combined methods, supported by clear research objectives and reporting.
Customer choices are shaped by individual factors such as motivation, personality, and perception, as well as social factors like social class, culture, reference groups, and family.
Building strong customer relationships, maintaining commitment, and satisfying dissatisfied customers are central to sustaining customer satisfaction.

Frequently Asked Questions

What will I learn in this Consumer Behavior course?

You will learn the importance of consumer behavior, the difference between a customer and a consumer, the marketing concept and market segmentation, consumer diversity, how to conduct consumer research, how to develop strong customer relationships, how to satisfy unhappy customers, and the factors that affect a customer's choice in buying.

Who is this course for?

It is designed for people who want to become more effective in business by understanding the reasons behind how and why consumers behave and make decisions, and by gaining the skills involved in targeting and serving customers.

Does this course cover how to handle dissatisfied customers?

Yes. The course teaches how to deal with dissatisfied customers and the best ways to maintain customer satisfaction and customer commitment to your products and services.

What research methods does the course teach?

It covers the role of consumer research, consumer research paradigms, quantitative and qualitative research methods, combining qualitative and quantitative research, developing research objectives, and reporting research findings.

What skills does this course build?

The course builds skills in applied marketing, consumer behaviour, consumer analytics, customer marketing, marketing management, and shopper marketing.