Decoding Consumers: Leveraging Market Research for Strategic Decisions

Objectives   

• Master Consumer Insights and Behavior: Understand why consumers buy and what psycho-demo-social factors influence their behavior 

• Master Research Techniques: Traditional & emerging methods for rich consumer insights. 

• Analyze Market Research Data: Leverage statistical software to identify key trends. 

• Develop Data-Driven Strategies and Make Informed Decisions: Integrate consumer insights into marketing mix. 
• Be able to apply this knowledge to a variety of situations through case studies, class activities, projects, and exercises. 

Module 1 (3 Hours): Demystifying Consumer Behavior 

1. Explain what consumer behavior is about and why is it important to the marketing effort. 

1. Identify the key terms, concepts, and principles of consumer behavior 

1. Be able to analyze and understand influences (environmental, social and cultural) on consumer behavior through real life examples 

Module 2 (3 Hours): Unveiling Market Research Techniques: 

1. Quantitative vs. Qualitative Research: Strengths and Applications
2. Traditional Methods: Surveys, Focus Groups, Interviews, Experiments
3. Questionnaire Design and Data Collection Techniques

Module 3: Advanced Data Analytics for Marketing Decisions (3 hours) 

1. Introduction to Statistical Software (SPSS or R)
2. Analyzing Market research data
3. Hand-on exercises to demonstrate analysis of Market research data (for example, conjoint analysis for NPD, Segmentation and Targeting, Pricing, etc.)

Module 4: Emerging Techniques for Consumer Understanding (2 hours) 

1. Discussion on emerging market research techniques and concepts like Neuromarketing, Social Media Analytics, netnography, etc.
2. Ethical Considerations in Consumer Research

Module 5: Group Presentations and Valedictory (1 hour) 

This training program is designed for web-based learning with hands-on exercises for executives in managerial positions in any organization. 

1. Registration fees include the following:

   For all the participants:

   • Online sessions
   • Online study material
   • Certificate for course completion

2. Refund policy

   Fees once paid can be adjusted for 1 financial year against future nominations only. In case a course is canceled on account of inadequate participation or any other unforeseeable reasons, the participants will be informed of the cancellation by e-mail or Fax and the fee will be refunded. IIM Mumbai will not be liable for any other expenses incurred by the company or the participant. Any transaction fee will not be refunded.

3. Individual Registration

   If you wish to register & make payment, please click here Register

4. Company-sponsored / Bulk Registration:

   • In the case of company-sponsored candidates, please share the nomination list and GST details to program@iimmumbai.ac.in for invoice generation.

     Download the INVOICE DETAILS FORM

   • Note: Discount is applicable for 5 or more participants from same organization against invoice.