Consumer Behaviour
Consumer Behaviour. Instructor: Prof. Srabanti Mukherjee, Department of Management, IIT Kharagpur. Drawing heavily from the fields of psychology, anthropology and economics; the concepts of Consumer Behaviour puts forth the decision-making processes of buyers, both individually and in groups. It studies the decision-making parameters at both individual as well as group levels as endeavors to understand the consumer preferences and choice heuristics. The course will also bring forth the parameters, process and conflicts while considering family as decision-making unit. The course will sensitize the participants about how the aforesaid concepts will help them in designing appropriate marketing mix and the overall marketing strategy. (from nptel.ac.in)
| Lecture 26 - Role of Celebrity Endorsement |
Concepts in this lecture: Earlier researches, History of celebrity endorsements, Impact of celebrity endorsement on consumer behaviour, Advantages and disadvantages of celebrity endorsement.
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