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PSY514 : Consumer Psychology

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Course Info

Course Category


Course Level


Credit Hours



PSY101, PSY403


Mr. Wali Muhammad
M.Sc. Psychology
Government College University, Lahore.

Course Contents

Introduction to Consumer Psychology, Implementing Marketing Concept, Marketing Mix, Customer Value, satisfaction and retention, Consumer Decision making, Consumer Research , Steps in Consumer Research, Quantitative research designs and Data collection methods, Quantitative research Data collection techniques, Qualitative research designs and Data collection methods, Customer Satisfaction measurement, Market Segmentation, Demographic and Psychological Segmentation, Socio-cultural segmentation and use related segmentation, Benefit Segmentation, Hybrid Segmentation Approaches, Environmental Influences, How culture is learnt, Measurement of Culture, Sub-culture, Age and Gender subculture, Social Class, Measurement of social class, Consumer Social Classes, Understanding Personality, Consumer Personality, Trait theory and Self image, Consumer Motivation, Understanding Learning, Instrumental Conditioning Information processing and memory, Attitudes, Attitude Change Strategies, Introduction to consumer decision making, Problem Recognition, Decision and Purchase, Decisions Related to Post Purchase, Marketing Implications of Decisions Related to Post Purchase, Post Purchase Evaluation, Post Purchase Dissonance, Consumerism.