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. New York: McGraw Hill.
  • Eli P. Cox III(1979) : Marketing Research – Information for Decision Making. New York: Harper and Row.
References: 
  • Mahajan B. M. (1980): Consumer Behavior in India: An Economic Study. New Delhi: Concept Publishing Company.
  • Reynolds F. D. and Wolls W. D. (1977): Consumer Behavior. New Delhi: McGraw Hill.
  • Schiffaman L.G. and Kanak L.L. 2nd Ed. (1983): Consumer Behavior. New Jersey: Prentice Hall.
  • Batra, R, Myres, J. G. and Aakes, D.A. (1996), Advertising Management. New Delhi: Prentice Hall of India.
  • Sengupta, S. (1998). Brand Positioning: Strategies for Competitive Advantage. New Delhi: Tata McGraw Hill.
  • Kotler, P. (1997). Marketing Management: Analysis, Planning, Implementation and Control. New Delhi: Prentice Hall of India.
Academic Year: 
2019-20
  • Printer-friendly version
  • PDF version