Target Audience

Directors, Business Leaders, Marketing, Sales, retail and Operations Managers.
Programme Standards

- Maximum 6 attendees
- 30 days of one to one support
- Handouts
- Programme director/s with at least a Masters Degree in the subject
- Convenient morning timings or in-house at any time for a minimum of two bookings
- Can be configured to address a number of professions and industry sectors

Price

EUR248 ex VAT per participant.
Understanding Consumer Behaviour Workshop
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This workshop is designed to empower managers and leaders with a comprehensive understanding of consumer behaviour and its implications for marketing management, product/service delivery, and operational strategies. By analysing the factors influencing purchasing decisions—cultural, social, psychological, and personal—participants will gain the skills to craft consumer-focused strategies that drive satisfaction and loyalty. The workshop focuses on the top five criteria managers and leaders must address: aligning product/service definitions with consumer needs, tailoring delivery mechanisms, operational adaptability, anticipating evolving preferences, and leveraging insights to innovate effectively. With five core modules, this interactive workshop equips participants with actionable frameworks to apply consumer behaviour insights in their strategic decision-making processes. By bridging theoretical concepts with practical applications, attendees will leave confident in their ability to enhance consumer satisfaction, strengthen brand positioning, and optimise operations for long-term success.
Topics Covered
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Cultural Influences on Consumer Behaviour
This module explores how cultural factors, such as values, beliefs, customs, and traditions, shape consumer behaviour. Participants will learn to identify cultural nuances that affect purchasing decisions, enabling them to design marketing messages and product offerings that resonate with diverse audiences. The module will also discuss adapting strategies for local and global markets, focusing on cultural sensitivity and inclusivity. By the end of the session, participants will understand how cultural alignment enhances brand authenticity and customer loyalty.

Social Factors in Buying Decisions
Social influences—family, peers, reference groups, and social status—play a critical role in consumer choices. This module examines these dynamics, offering insights into how social interactions and group affiliations impact preferences and perceptions of value. Participants will learn how to leverage social proof, influencer marketing, and community engagement to build trust and drive purchase behaviour. The module will also address strategies to position products/services as symbols of social identity.

Psychological Drivers of Consumer Choices
Psychological factors, such as motivation, perception, learning, and attitudes, heavily influence buying decisions. This module delves into consumer psychology, equipping participants with tools to identify emotional triggers and cognitive biases that shape purchasing behaviour. Attendees will explore how branding, storytelling, and product design can create meaningful connections with consumers. Discussions will focus on designing marketing campaigns that appeal to psychological needs, such as safety, belonging, and self-actualisation.

Personal Influences on Consumer Preferences
Consumers’ decisions are shaped by individual characteristics, including age, income, lifestyle, occupation, and personality. This module highlights the importance of personalisation in marketing strategies, from targeted messaging to customised product offerings. Participants will learn how to segment audiences effectively and create buyer personas that reflect diverse consumer profiles. By understanding personal influences, managers can enhance customer satisfaction and improve retention by addressing unique needs and preferences.

Operational and Strategic Implications
The final module connects consumer behaviour insights to operational and strategic decisions. Participants will learn to align product development, service delivery, and operations with consumer expectations. Topics include demand forecasting, flexible supply chains, and service innovation to meet evolving consumer needs. The module will also discuss balancing cost-efficiency with consumer-centricity, ensuring sustainable business practices. By the end, participants will be equipped to translate consumer insights into actionable strategies that enhance competitive advantage.