IIM Indore

Understanding Consumer Mind: Behavioural Perspective
Program Director: Prof. Sabita Mahapatra
July 29-31, 2008 at IIM Indore
Fee: Rs. 15,000/- Per Participant (Residential)

Objectives: To introduce the participants to the concepts of consumer behavior and to enable the participants to apply the concepts of consumer behavior to the Indian context. Some of the main objectives of the program
includes developing the participants basic analytical skills, conceptual abilities and substantive knowledge in the field of consumer behaviour. The program attempts to develop an appreciation and understanding of consumer research both quantitative and qualitative. In the process it is expected that an understanding of the consumption related behaviours and use of marketing strategies to influence the behaviour would get evolved.

For: This programme is primarily meant for executives and managers from the marketing function. Middle level product and brand managers with about 5-10 years of experience working in FMCG markets and advertising professionals who interact with brand managers in FMCG companies. The program would be most beneficial to participants who have not gone through a formal course in consumer psychology.

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