Group B : Consumer Psychology

Paper Code: 
PSY 514
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

Course Outcomes

Learning and teaching strategies

Assessment Strategies

  
 

On completion of this course, the students will be able to:

CO111: Identify the dynamics of human behaviour and the basic factors that influence the consumers decision process

CO112: Application of core concepts of psychology of motivation in understanding and manipulating consumer behaviour.

CO113: Knowledge of perceptual selection, organization and interpretation in display and product positioning involved in buying behaviour.

CO:114 Recognizing principles of learning and their application in creating brand loyalty.

CO115: Understanding the theoretical basis of personality in consumer behaviour and psychographic segmentation.

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 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: 

Suggested Readings

  • Batra, R, Myres, J. G. and Aakes, D.A. (1996), Advertising Management. New Delhi: Prentice Hall of India.
  • Kotler, P. (1997). Marketing Management: Analysis, Planning, Implementation and Control. New Delhi: Prentice Hall of India.
  • 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.
  • Sengupta, S. (1998). Brand Positioning: Strategies for Competitive Advantage. New Delhi: Tata McGraw Hill.

E Resources

  • ResearchGate
  • JSTOR
  • Proquest
  • Shodhganga
  • Delnet
  • Google Scholar
  • National Digital Library (NPTEL)
  • Academia

Journals

  • Consumer Psychology Review
  • Journal of Consumer Psychology
  • The Journal of Consumer Research

 

Academic Year: 
2022-23
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