Certified Consumer Behavior Analyst

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Introduction to Consumer Behaviour 5 Topics

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Marketing and Customer Orientation

Diversity in Market Place

Buyer Behaviour

Organisational and Consumer Buying

Market Segmentation 5 Topics

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Types of Markets

Market Segmentation

Consumer Research Process

Eight-Step Research Process

Conducting Research Study

Consumer As Individual 7 Topics

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Hulls Drives Reduction Theory

Maslow’s Hierarchy of Needs

McClelland’s Three Needs Theory

Consumer Motivation Concept

Means – End Chain Model

Consumer Perception 11 Topics

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Perception Basics

Elements of Perception

The Absolute Threshold

The Differential Threshold

Subliminal Perception

Process of Perception

Choosing a Value Proposition

Dynamics of Perception

Perceptual Organization

Consumer Imagery

Consumer Learning 6 Topics

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What is Learning?

Consumer Learning

Behavioral Learning Theories

Cognitive Learing Theory

Measures of Consumer Learning

Consumer Attitudes 4 Topics

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Models of Attitude

Attitude Formation

Strategies of Attitude Change

Consumer Personality 5 Topics

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What is “personality”?

The Nature of Personality

Theories of Personality

Consumer Diversity

Brand Personality

Consumer Communication 3 Topics

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Elements of Mass Communication

The Communication Process

Designing Persuasive Communications

Consumer and Social Settings 6 Topics

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Functions of the Family

Consumer Socialization

Family Life Cycle

Family Decision Making

Influences on the Decision Process

Impact of Culture 7 Topics

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Characteristics of Culture

Hofstede’s Five Dimensions of Culture

Measurement of Culture

Subcultures and Consumer Behaviour

Personal Characteristics

Cross-Cultural Consumer Analysis

Alternative Multinational Strategies

Opinion Leadership 7 Topics

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What is opinion Leadership

Measurement of Opinion Leadership

Opinion Leaders

The Interpersonal Flow of Communication

Diffusion Process

Adoption Process

Consumer Innovator

Decision Making Process 6 Topics

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Levels of Consumer Decisions

Decision making Process

Variables shaping the Decision Process

Types of Decision Behaviour

Consumer Decision-Making

Models of Consumer Behaviour

Industrial Buying Behaviour 4 Topics

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Expectations within the organization

Characteristics of the Product and the Buying Organisation

Nature of the Decision-making Process

Customer Relationship Management (CRM)

Online Consumer Behavior 9 Topics

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E-Commerce Basics

Search Engine Optimization

Behavioral Targeting

Online Consumer Types

The 7 C’s of E-Commerce

Process of Online Buyer Behavior