Consumer Psychology

Paper Code: 
PSY 514 (group B)
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

1. This course familiarizes the students with conceptual and foundation theories of personality, which influence consumer behavior.

2. It acquaints the students with the behavioral techniques and skills in the field of advertising.

9.00
Unit I: 
Introduction

Definition Of Consumer Behaviour; Marketing Concept; Current Trends in Consumer Behavior; Approaches to Studying Consumer Behaviour, Managerial vs Holistic Approaches; Model of Consumer Behaviour

9.00
Unit II: 
Consumer Needs And Motivation

Motives; Classification of Motive; Theories of Motivation - Maslow, Trio of Needs, Motivational Theory and Marketing Strategy

9.00
Unit III: 
Consumer Perception

Perceptual Selection; Perceptual Organization; Perceptual Interpretation, Product Positioning

9.00
Unit IV: 
Consumer and Learning

Principles of Conditioning, Stimulus Generalization, Stimulus Discrimination and Reinforcement; Habit Formation; Learning and Brand Loyalty.

9.00
Unit V: 
Personality And Consumer Behaviour

Definition, Nature, Theories - Freud, Jung, Myers Briggs, Horney; Psychographic Segmentation

Essential Readings: 

Ø David L.L and Della Batia A.J. 2nd Ed. (1984) : Consumer Behavior Concepts and Applications, McGraw Hill, New York.

Ø Eli P. Cox III(1979) : Marketing Research – Information for Decision Making, Harper and Row, New York.

Ø Kassarjian H. K. Petroshive S. M. 3rd Ed. (1981) : Perspective in Consumer Behavior, Scott Foreman III, (1977).

Ø Kenneth E. R. : Consumer Behavior and The Practice of Marketing, Charles E. Merril Publishing Company, New Delhi.

 

References: 

Ø Anastasi, A (1964) Fields of Applied Psychology. McGraw Hall.

Ø Batra, R, Myres, J. G. and Aakes, D.A. (1996), Advertising Management, ND: Prentice Hall of India.

Ø Kotler, P. (1997). Marketing Management : Analysis, Planning, Implementation and Control. New Delhi : Prentice Hall of India.

Ø London, D.L. and Delle –Bitta , A. (1984). Consumer Behavior : Concepts and Applications. NY :  McGraw Hill.

Ø Mahajan B. M. (1980): Consumer Behavior in India An Economic Study. Concept Publishing Company, New Delhi.

Ø Ogilvy D. (1983) Ogilvy on advertising. London: Pan.

Ø Reynolds F. D. and Wolls W. D. (1977) : Consumer Behavior : McGraw Hill, New York.

Ø Schiffaman L.G. and Kanak L.L. 2nd Ed. (1983) : Consumer Behavior. Prentice Hall Inc. Englewood Chiffs, New Jersey.

Ø Sengupta, S. (1998) Brand Positioning: Strategies for Competitive Advantage. ND Tata McGraw Hill.

Ø Wasson C. R. and McConaughy D. H. (1968) : Buying Behavior and Marketing Decisions, Appleton Century, Crofts, New York.

Ø Wright J Warnes . D. S. Winta and Ziegler S. K. (1997), Advertising. McGraw-Hill.

Ø Zaltman G. and Berger P. C. (1975) : Marketing Research – Fundamental and Dynamics. The Dryden Press. Illusions.

Ø Zik W. Michel D’ Amico (1984) : Marketing John Willey and Son, New York.

 

Academic Year: 
2017-18
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