Consumer Psychology

Paper Code: 
PSY 514 (B)
Credits: 
03
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

Course Objectives (COs):

This course will enable the students to –

 

  1. This course familiarizes the students with conceptual and foundation theories of personality, which influence consumer behaviour.
  2. It acquaints the students with the behavioural techniques and skills in the field of advertising.

Course Outcomes (COs):

Course

Learning Outcomes

(at course level)

Learning and teaching strategies

Assessment Strategies

Paper Code

Paper Title

PSY 514 (B)

Consumer Psychology

The students will be able to –

CO95: Identify the dynamics of human behaviour and the basic factors that influence the consumers decision process

CO96: Knowledge of perceptual selection, organization and interpretation in display and product positioning and principles of learning involved in buying behaviour& brand loyalty.

CO97: Understanding the theoretical basis of personality in consumer behaviour and psychographic segmentation.

CO98: Application of core concepts of psychology in understanding and manipulating consumer behaviour.

Approach in teaching:

Interactive Lectures, Discussion, Tutorials, Reading assignments, Demonstration, Team teaching

Learning activities for the students:

Self-learning assignments, Effective questions, Simulation, Seminar presentation, Giving tasks, Field practical

Class test, Semester end examinations, Quiz, Solving problems in tutorials, Assignments, Presentation, Individual and group projects

 

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 Behavior
  • 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: 
2021-22
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