Consumer Psychology

Paper Code: 
PSY 514 (B)
Credits: 
03
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 
  • This course familiarizes the students with conceptual and foundation theories of personality, which influence consumer behavior.
  • 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: 
  • David L.L and Della Batia A.J. 2nd Ed. (1984) : Consumer Behavior Concepts and Applications, McGraw Hill, New York.
  • Eli P. Cox III(1979) : Marketing Research – Information for Decision Making, Harper and Row, New York.
  • Kassarjian H. K. Petroshive S. M. 3rd Ed. (1981) : Perspective in Consumer Behavior, Scott Foreman III, (1977).
  • Kenneth E. R. : Consumer Behavior and The Practice of Marketing, Charles E. Merril Publishing Company, New Delhi.
References: 
  • Anastasi, A (1964) Fields of Applied Psychology. McGraw Hall.
  • Batra, R, Myres, J. G. and Aakes, D.A. (1996), Advertising Management, ND: Prentice Hall of India.
  •  Kotler, P. (1997). Marketing Management : Analysis, Planning, Implementation and Control. New Delhi : Prentice Hall of India.
  • London, D.L. and Delle –Bitta , A. (1984). Consumer Behavior : Concepts and Applications. NY :  McGraw Hill.
  • Mahajan B. M. (1980): Consumer Behavior in India An Economic Study. Concept Publishing Company, New Delhi.
  •  Ogilvy D. (1983) Ogilvy on advertising. London: Pan.
  • Reynolds F. D. and Wolls W. D. (1977) : Consumer Behavior : McGraw Hill, New York.
  •  Schiffaman L.G. and Kanak L.L. 2nd Ed. (1983) : Consumer Behavior. Prentice Hall Inc. Englewood Chiffs, New Jersey.
  • Sengupta, S. (1998) Brand Positioning: Strategies for Competitive Advantage. ND Tata McGraw Hill.
  • Wasson C. R. and McConaughy D. H. (1968) : Buying Behavior and Marketing Decisions, Appleton Century, Crofts, New York.
  • Wright J Warnes . D. S. Winta and Ziegler S. K. (1997), Advertising. McGraw-Hill.
  • Zaltman G. and Berger P. C. (1975) : Marketing Research – Fundamental and Dynamics. The Dryden Press. Illusions.
  • Zik W. Michel D’ Amico (1984) : Marketing John Willey and Son, New York.
Academic Year: 
2016-17
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