Masters In Consumer Psychology India

Last Updated on July 28, 2023

Changing Consumer Behaviour – Directory of happiness

What is Consumer Behaviour

Consumer Behaviour– Consumer taste and preference are regarded as an important element that determines the demand for any product. But how do we study this preference and taste? Consumer behaviour is the theoretical discipline that studies consumer preferences and decision-making. This is regarded as a sub-discipline of marketing and sales but is heavily influenced by psychology and is a vital part of social sciences. 

Consumer behaviour professionally studies the factors that influence consumer choices or purchases. Family influence, personal or religious beliefs, cultural choices, and status symbols can affect this psyche. In fact, these are also constantly evolving and changing making it possible for businesses to earn or lose fortunes in a short span of time. It is essential for corporates to do detailed consumer behaviour analysis before and after they release products into markets. This helps them understand/develop suitable products, and modify existing products to meet changing consumer tastes. One of the crucial aspects of modern marketing for businesses is to understand and empathise with their consumers. With a lot of technology and modern tools available, consumer behaviour and related areas are flourishing with increased demand.

Consumer Behaviour: Degrees and levels

Consumer behaviour certificate programmes and diplomas: These are offered in various online and offline modes by institutions across the world. Few courses available are

  • Marketing Research and Consumer Behaviour
  • Consumer Psychology
  • An Introduction to Consumer Neuroscience and Neuromarketing
  • Consumer Analytics
  • Post Graduate Certificate Programme in Sales & Marketing Communication
  • Diploma in Marketing Management
  • Advanced Programme for Marketing Professionals 


Undergraduate course: There is no direct consumer behaviour undergraduate course. Students can pursue courses of their interest in undergraduate studies. Depending on the angle they want to pursue, they can choose economics, management, biology, computer science, psychology-based courses. These programmes include:

  • Bachelors of Commerce (B.Com) Marketing
  • Bachelor of Business Administration (BBA)
  • Bachelor of Business Management


Consumer behaviour masters course: Masters level programmes in management, prominently MBA offer consumer behaviour as a course under study. Taking up marketing specialisation allows students to explore consumer behaviour more deeply than other specialisations. 

Research programmes: Research-based programmes within marketing allow candidates to pursue a detailed study of consumer behaviour. They can either pursue it under the scope of management or through interdisciplinary studies with psychology, economics, neuroscience disciplines. The study can be experimental or analytical. PhD, MS (Research) and M. Phil are common research avenues. 

Consumer Behaviour: Minimum and Maximum Duration

Certificate programmes have a minimum duration ranging from a few weeks to a few months. Online course certifications are usually five weeks to three months long. Diploma programmes can be a minimum of a one-year (12 months) duration. Bachelor’s programmes are generally of three years’ or 36-month duration. Bachelor’s with honours in consumer behaviour may take five years.

Masters programmes can be of 12 months or 24 months duration. An MBA, especially, spans over 24 months. PhD in most institutions takes a minimum of three years i.e. 36 months to complete.

The maximum duration is generally specific to individual institute policies. Bachelor’s programmes can usually be extended to 5 years. At the masters level, the maximum duration can last up to 4 years, particularly in case of distant mode programmes. The maximum duration of a PhD programme in 6 years. Certificate programmes and MOOCs can not be extended beyond the specified duration. 

Eligibility Criteria (UG & PG) of Consumer Behaviour

Certificate and diploma programmes are mostly open to everyone. A few certificate programmes can be restricted to only professionals with significant experience in the field. Qualifications differ for various undergraduate programmes; however, as per the minimum eligibility criteria, candidates must complete class 12 with at least 50% marks. 

Masters in consumer behaviour eligibility criteria is a minimum of 55% marks at the undergraduate level. Further, a 5% relaxation in marks secured at bachelors level is provided for students from the SC/ST/OBC (Non-creamy layer) backgrounds or those who are differently-abled. Admissions to PhD programmes have an eligibility criterion of a minimum of 55% marks in a masters programme or in a post-graduate diploma. 

Admission Criteria for Consumer Behaviour Courses (after class 12)

Although one cannot study consumer behaviour separately at the undergraduate level for BBA admission, all he needs to have is a passing grade/percentage in 10+2 level from a recognized board. He can be from any stream- arts, science or commerce to take up business studies at the undergraduate level.

To get admission in a B-school offering MBA Marketing or MBA Consumer Behaviour, a candidate has to have an undergraduate degree in any discipline, a minimum of 50% marks in graduation, and a valid score in one of the entrance examinations that are conducted either by the particular management institute or a central body of management studies. After the entrance exam, the successful candidates are called for group discussion and personal interview rounds, qualifying which they are allowed admission in their institute of choice. 

For taking admission in a professional certificate course in Consumer Behaviour, a person must have relevant years of work experience and passing grades in graduation in any stream. 

Entrance Examinations for Consumer Behaviour Courses

Certificate courses do not have entrance exams. In the case of programmes with limited seats, a formal application followed interview processes may be applicable. Admission to undergraduate programmes depends on university/institution. Most management and commerce degree programmes at this level do not have entrance exams. Post Graduate and doctoral programmes have entrance exams. The common ones are the Common Aptitude Test (CAT), GRE, GMAT, GATE and UGC-NET/JRF. These exams test general aptitude, quantitative aptitude, data interpretation and verbal and logical reasoning of the applicants. These need adequate preparation for one to crack the exams and are generally highly competitive. 

Fees and Expenses of Consumer Behaviour Courses

Consumer behaviour certificate courses can have varying fees starting from Rs. 1000/- for introductory courses to Rs. 2,30,000/- for advanced courses.

Undergraduate Level:Fee structure at bachelors level can range from. Rs. 8000/- to Rs. 9,00,000/- for three years programme.

Masters Level:Masters programmes in Management are among the most expensive. These can cost between Rs. 90,000/- to 30,00,000/-. Specialized programmes can cost as much as Rs. 30,00,000 for one year of study.

Research and Doctoral Levels: Research programmes generally have fewer fees as compared to academic programmes. Most institutions do not have tuition fees for PhD programmes and also give generous stipend raining from Rs. 30,000/- to Rs. 35,000/- per month to scholars.  However, research masters and PhD practice programmes have fees raining between this can range from Rs. 20,000/- to Rs. 9,00,000/-.

YEAR12
TUTION FEES₹92000₹92000
TOTAL YEAR WISE FEES₹92,000₹92,000
TOTAL FEES₹1.84 LAKHSGET DETAIL FEE ON YOUR MAIL

COURSE INFORMATION

ELIGIBILITY CRITERIA

Aspirants seeking admission to the Program should meet the following criteria as

Academic Requirement:

Students with a Bachelor’s degree in any faculty or discipline having studied at least one paper in Psychology during the three years of their course can fill out the online application.

Scope of Consumer Behaviour in India and Abroad

Consumer behaviour scope in India and abroad is very promising. India being a country with a large number of potential consumers with diverse socio-cultural-economic backgrounds, consumer analysis has become an essential practice for any business here. There is a growing need for businesses to understand different nuances of their consumers especially when they try to enter niche goods markets, or when they bring in new products. Moreover, as many international companies try to enter the lucrative Indian market, they need qualified professionals across who can help them understand these different market characteristics and consumer motivations. 

In the overseas market too, there is a huge demand for people with knowledge of consumer behaviour. Following are the few booming economies (excluding India) that are witnessing high market values and hence, have a great scope for consumer behaviour analysis:

  • Denmark
  • Hong Kong
  • Ireland
  • Sweden
  • The United Kingdom


One can find profiles in both corporates, production houses, marketing, sales and public relations agencies, globally. It is important to understand that it is not only traditional products that need consumer behaviour study. Services, technology and software products, financial institutions and even non-governmental organisations need insights that a consumer behaviour analysis can provide them. 

Course Subjects

Core consumer behaviour curriculum consists of the following subjects. 

  • Consumer behaviour (CB) theories
  • Neuroscience and CB
  • CB and technology
  • Cultural conditioning of CB
  • Market segmentation
  • Models of CB
  • Family, social and developmental influences on CB
  • Communication and persuasion
  • Consumer-based marketing strategies

Quantitative and methods that are useful for consumer behaviour

  • Research methods
  • Statistical techniques
  • Data analytics
  • Modelling consumer choices
  • Data collection and analysis

Other subjects that are useful for consumer behaviour

  • Behavioural economics
  • Cross-cultural marketing
  • Nudge and behavioural change

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