Group (B) : Consumer Psychology

Paper Code: 
PSY 514
Credits: 
03
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: 
  • 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: 
  1. Mahajan B. M. (1980): Consumer Behavior in India An Economic Study. Concept Publishing Company, New Delhi.
  2. Reynolds F. D. and Wolls W. D. (1977) : Consumer Behavior : McGraw Hill, New York.
  3. Schiffaman L.G. and Kanak L.L. 2nd Ed. (1983) : Consumer Behavior. Prentice Hall Inc. Englewood Chiffs, New Jersey.
  4. Wasson C. R. and McConaughy D. H. (1968) : Buying Behavior and Marketing Decisions, Appleton Century, Crofts, New York.
  5. Zaltman G. and Berger P. C. (1975) : Marketing Research – Fundamental and Dynamics. The Dryden Press. Illusions.
  6. Zik W. Michel D’ Amico (1984) : Marketing John Willey and Son, New York.
  7. Anastasi, A (1964) Fields of Applied Psychology. McGraw Hall.
  8. Batra, R, Myres, J. G. and Aakes, D.A. (1996), Advertising Management, ND: Prentice Hall of India.
  9. Wright J Warnes . D. S. Winta and Ziegler S. K. (1997), Advertising. McGraw-Hill.
  10. Sengupta, S. (1998) Brand Positioning: Strategies for Competitive Advantage. ND Tata McGraw Hill.
  11. Ogilvy D. (1983) Ogilvy on advertising. London: Pan.
  12. Kotler, P. (1997). Marketing Management : Analysis, Planning, Implementation and Control. New Delhi : Prentice Hall of India.
  13. London, D.L. and Delle –Bitta , A. (1984). Consumer Behavior : Concepts and Applications. NY : McGraw Hill.
Academic Year: 
2018-19
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