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Understanding consumer behaviour is vital to any business which aims to sell products and services. Implementing effective policies based on consumer behaviour business can drastically increase a business's profitability, and so employees with knowledge of consumer behaviour are very desirable to employers. The Alison learning path on consumer behaviour will look at all the major principles in the consumer behaviour field The Alison consumer behaviour learning path is of interest to any individual hoping to improve their knowledge of their products consumer. It is also of interest to anyone who wishes to move into the area of improving a business's relations with their consumers. This Alison learning path will cover important areas of consumer behaviour, such as; psychology, models of consumer behaviour, consumer attitudes, and consumer personalities.
Courses in this Learning Path
Biology and Behaviour in Psychology
This free online learning course introduces the learner to the basic principles of Psychology from both a behavioural and biological perspective. The topics include classical and operant conditioning, the brain and the nervous system, stress and states of consciousness. All Alison graduates are entitled to certification. This free Psychology course is an excellent complement to face-to-face classes and as a study guide or for those who would like to familiarise themselves with the fundamentals of Psychology.3-4 Hours50 Points
Applied Psychology - Introduction to Consumer Behavior
The free online course Applied Psychology - Introduction to Consumer Behavior introduces the psychological processes behind the behavior of consumers and how they make their decisions. All consumers are similar in that they all have needs and wants, but all are different in that they have different consumption patterns and consumption behavior.
In this course you will learn about the nature and scope of consumer behavior, and how it evolved from other disciplines such as psychology and sociology into its own distinct field of study. You will then learn about the application of consumer behavior and how studying it helps marketers formulate appropriate marketing strategies for consumers and their environment. You will learn how the study of consumer behavior may be applied to segment the market, select the target market and position the product or service offering.
The course then introduces the very important area of consumer decision making, in particular, programmed decision making and non-programmed decision making. You will also learn how the study of consumer behavior has identified five buying roles and how the marketer needs to understand these roles so as to be able to frame suitable marketing strategies to target them.
This free online course will be of great interest to all learners who have certified in Alison's Diploma in Psychology as it introduces practical applications of psychological processes in the area of consumer behavior. It will also be of great interest to marketers and professionals in the area of consumer marketing who would like to learn more about the psychology of consumer behavior.
3-4 Hours50 Points
Applied Psychology - Understanding Models of Consumer Behavior
The free online course Applied Psychology - Understanding Models of Consumer Behavior will introduce you to models of how consumers approach the marketplace and how they each go through the buying decision process differently.
The psychological makeup varies between consumers and this impacts greatly on the final decision each consumer makes. The course first introduces you to the four models of consumers which researchers have identified. These models help marketers determine how consumers may approach a particular marketplace.
The course then describes in detail both General Models and Specific Models of consumer behavior which attempt to explain how and why consumers behave as they do, and what factors may impact the buying decision process. Consumer behavior models help a marketer in identifying and understanding a wide range of variables that could explain consumer behavior. In this way these models help a marketer understand and predict buyer behavior, and they help the marketer formulate better marketing programs and strategies.
This free course will be of great interest to all professionals in the area of marketing and psychology who would like to know more about consumer behavior models and their importance in creating effective marketing campaigns.3-4 Hours50 Points
Applied Psychology - Understanding Consumer Attitudes
The free online course Applied Psychology - Understanding Consumer Attitudes introduces learners to the importance of understanding consumer attitudes for creating effective marketing strategies.
For a marketer, consumer attitudes reflect a consistent favorable or unfavorable feeling that a consumer has after evaluating a product/service offering, brand, price etc. By understanding the dynamics behind consumer attitudes marketers can design marketing strategies that positively influence consumers towards the product/service offering, brand, price etc.
The course starts by introducing you to the nature and functions of attitudes in general and how researchers have described four structural models of attitudes. Attitudes cannot be directly measured so the course then describes the techniques and procedures of accurately measuring consumer attitudes using qualitative and quantitative methods. You will then learn how attitudes are formed and what factors influence attitudes enough to change them. You will learn about the two main theories that have been developed to explain how and why attitudes change, and you will learn how marketers can use this information to design marketing strategies that positively influence consumers' attitudes.
This course will be of great interest to all marketing and business professionals working in marketing, and all learners who are interested in a career in the area of marketing.
3-4 Hours50 Points
Applied Psychology - Matching Marketing Strategies to Consumer Personalities
The free online course Applied Psychology - Matching Marketing Strategies to Consumer Personalities introduces learners to the psychological aspects of consumer personality and why consumers generally buy those products/brands whose 'brand personality' matches their own.
Psychological research has shown that a consumer's decision about whether or not to buy a particular brand as well as the timing and place of purchase, the amount purchased, its usage and disposal, are all based on the consumer's personality. Because of this it is of great importance that marketers understand the psychological aspects of consumer personality so that they can devise appropriate marketing strategies to introduce the right product/brand to the right consumer.
The course first introduces you to the nature of personality in general and you will learn about the differences between personality types and personality traits. You will also review aspects of self-concept and self-image and see how these help shape each consumer's personality. Finally, the course introduces theories of personality developed by psychologists and you'll learn how marketers can adapt these theories during the design, development and implementation of marketing strategies.
This free online course will be of great interest to all marketing professionals who would like to learn more about consumer personality and why understanding this aspect of consumer behavior will help marketers design more effective and efficient marketing strategies.
2-3 Hours50 Points