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AICTE Approved Short Term Course On Consumer Behavior: Role of Market Research (Under QIP Sponsored)

This document provides information about a 5-day short course on "Consumer Behavior: Role of Market Research" organized by Vinod Gupta School of Management at IIT Kharagpur from February 19-23, 2018. The course aims to blend conceptual knowledge of consumer behavior with empirical and application-oriented perspectives of market research. It will cover topics like consumer decision-making, social influences, market research tools and techniques, and their application in product strategy, promotion, and satisfaction analysis. Experienced faculty will conduct lectures, exercises and case studies. AICTE faculty can attend free, while others have to pay fees and arrange accommodation. Interested participants must apply by January 29.

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Dibya 'divino' Mishra
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76 views6 pages

AICTE Approved Short Term Course On Consumer Behavior: Role of Market Research (Under QIP Sponsored)

This document provides information about a 5-day short course on "Consumer Behavior: Role of Market Research" organized by Vinod Gupta School of Management at IIT Kharagpur from February 19-23, 2018. The course aims to blend conceptual knowledge of consumer behavior with empirical and application-oriented perspectives of market research. It will cover topics like consumer decision-making, social influences, market research tools and techniques, and their application in product strategy, promotion, and satisfaction analysis. Experienced faculty will conduct lectures, exercises and case studies. AICTE faculty can attend free, while others have to pay fees and arrange accommodation. Interested participants must apply by January 29.

Uploaded by

Dibya 'divino' Mishra
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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AICTE Approved Short Term Course on

CONSUMER BEHAVIOR: ROLE OF MARKET RESEARCH


(Under QIP Sponsored)
19th February, 2018 – 23rd February, 2018

A Continuing Education Programme

Organized by
Vinod Gupta School of Management
Indian Institute of Technology, Kharagpur
West Bengal - 721 302.

Venue: VGSOM, IIT Kharagpur

Course Coordinators
Principal Coordinator: Dr. Sangeeta Sahney, VGSOM
Coordinator: Dr. Susmita Mukhopadhyay, VGSOM
CONSUMER BEHAVIOR: ROLE OF MARKET RESEARCH
19th February, 2018 – 23rd February, 2018
Venue:
VGSOM, IIT Kharagpur
I Overview:
The study of consumer behavior is of utmost importance for a marketer; it is through an
understanding of the consumer behavior that a marketer can strategize and create an effective
marketing program. As the discipline is interdisciplinary and borrows heavily from other social
sciences, it is essential that qualitative and quantitative tools be employed to understand the
consumer and it is here that the role of market research assumes importance. What is required is
an understanding of the consumer psyche through a blend of the study of Consumer Behavior with
Market Research. The course on “Consumer Behavior: Role of Market Research” would provide an
ideal platform to blend the conceptual and theoretical knowledge base with an empirical and
application oriented perspective.

II Objectives of the Course:


Research in the area of Consumer Behavior necessitates a blend with Market Research. With this
premise as a foundation, the course is aimed at introducing to the participants the study of
Consumer Behavior, with an emphasis on the role of Market Research. The focus of the
programme would be on the application of research methods on the study of consumer behavior, in
the Indian marketing environment. The objectives of the programme include the application of
quantitative and qualitative analytical tools to the basic theoretical and conceptual aspects of
Consumer Behavior. The course essentially deals with a conceptual base as well as an application
base through a mix of study of Consumer Behavior in the Indian context, and the role of Market
Research. The Objectives of the Course are listed as follows:
 To discuss the theoretical aspects of consumer behavior.
 To discuss the role of market research.
 To understand the role of market research on consumer behavior.
 To enhance the knowledge of the participants on the various qualitative and quantitative
tools.
 To facilitate the use of statistical packages for market research
 To enhance the ability and skills of the participants on the application of the various
qualitative and quantitative tools on aspects of consumer behavior.
III Course Contents:
Part I: Consumer Behaviour:
- Introduction to the Study of Consumer Behavior
- Consumer Decision Making
- The Consumer As An Individual: Psychological Influences on Consumer Decision Making
- Group Dynamics: Social Influence on Consumer Decision Making
Part II: Market Research:
- Introduction to Market Research
- Customer Analysis, Competitive Analysis, Operational Analysis, Environmental Analysis
- Tools for Data Collection
- Analyzing data: Univariate, Bivariate and Multivariate Analysis
- Communicating Research Results
Part III: Consumer Behavior Analysis and Market Research: Use of Qualitative and
Quantitative Tools
Applications of Market Research on
- Product segmentation, targeting and positioning
- Product strategy, promotion strategy and pricing strategy and promotion strategy
- Consumer decision making and customer satisfaction.
Part IV: Case Studies and Exercises

IV Faculty:
Experienced faculty from various departments of IIT Kharagpur, including VGSOM, Humanities and
Social Sciences and Industrial Engineering and Management, along with guest faculty from reputed
institutes/universities will deliver lectures, and, coordinate exercises and case studies in the
interactive sessions, spanning approximately twenty hours.

V Pedagogy:
Lectures through audio-visual presentation, Structured exercises, Group discussion and Case
studies. They would also be provided with a kit and course material.
VI Accommodation and Travel:
Lodging and boarding will be provided by IIT Kharagpur at one of their guest houses on twin-
sharing basis. Travel by AC three tiers will be reimbursed on producing train ticket.

VII Course Fee:


No course fee shall be charged from faculty of AICTE approved colleges, institutes and
universities. However a security deposit of Rs. 1000 + 18% GST=Rs 1180 each in the form of a
Demand Draft should be attached with the Registration Form of the course. This amount will be
refunded in cases where (i) the candidate is not selected for the Course; (ii) if the selected
candidate joins the Course. The amount will be forfeited if the selected candidate does not join the
Course. The bank Draft should be payable to CEP-STC, IIT Kharagpur at Kharagpur.

VIII Who can participate?


 Faculty from AICTE approved colleges, institutes and universities are eligible to participate
in this course.
 Sponsored candidates are welcome to attend the program against the fee mentioned
below as per categories.
a) Faculty members other than AICTE approved colleges- Rs 10000 + 18% GST= Rs
Rs11800 in the form of a Demand Draft payable to CEP-STC, IIT Kharagpur at Kharagpur.
b) Research Scholars- Rs 1000+18%=Rs1180 in the form of a Demand Draft payable to
CEP-STC, IIT Kharagpur at Kharagpur (seats limited).
c) Others- Rs 15000 + 18% GST= Rs 17700 in the form of a Demand Draft payable to
CEP-STC, IIT Kharagpur at Kharagpur.
Please note that Sponsored Candidates (all categories, a,b and c) shall have to bear
charges for boarding and lodging. Accommodation on payment basis may be arranged
only if requested a month in advance.

IX How to Apply?
Interested participants can fill–up the enclosed form and send it to the Course Coordinators.

X Important Dates:
Last date for receiving application: 29th January, 2018.
Intimation to Participants: 31st January, 2018.
Course Dates: 19th February-23rd February 2018.
XI Contact Information:
Dr. S. Sahney (Principal Coordinator)
Associate Professor,
Vinod Gupta School of Management
IIT Kharagpur-721302.
Ph. No.: 03222-283866 (O), 283867 (R), 9434704688 (Mob.)
Email: [email protected]

Dr. Susmita Mukhopadhyay (Co-Coordinator)


Associate Professor,
Vinod Gupta School of Management
IIT Kharagpur-721302.
Ph No: 03222-283864 (O), 03222-280865 (R), 9433756021 (Mob.)
Email: [email protected]

4
Application Form
AICTE APPROVED (QIP) SHORT TERM COURSE ON
CONSUMER BEHAVIOR: ROLE OF MARKET RESEARCH
(19th February, 2018 – 23rd February, 2018)
Organized by IIT Kharagpur
1. Name: _________________________________________________________

2. Designation: ____________________________________________________

3. Academic Qualification:____________________________________________

4. Experience: ____________________________________________________

5. Name of the Institution /Organization:________________________________

6. Address for communication:_______________________________________


________________________________________________________________

Ph: _____________________________________________________________
Fax:_____________________________________________________________
Email:____________________________________________________________

7. Bank Draft Details:________________________________________________

Amount:__________________________________________________________
Number:__________________________________________________________
Drawn on:________________________________________________________

Date: Signature of Applicant

Approval for Candidates/Sponsorship

We approve the above applicant as a candidate/ sponsor for the short-term course on
“Consumer Behaviour: Role of Market Research” being organized by IIT Kharagpur at
Kharagpur during 19th -23rd of February, 2018.

Date: Signature and seal of approving/sponsoring


Authority

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