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PSY514 : Consumer Psychology

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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, Quantitative research Data collection, Qualitative research designs and Data collection methods, Customer Satisfaction measurement, Market Segmentation, Demographic and Psychological Segmentation, Sociocultural segmentation and use related segmentation, Benefit Segmentation, Hybrid Segmentation Approaches, MARKET SEGMENTATION, How Culture Is Learn, Culture and Its Measurement Environmental Influence, MEASUREMENT OF CULTURE, Subculture, Age and Gender Subculture, Bases for Segmentation, Consumer Social Classes , Understanding Personality, Consumer Personality, Trait Theory and Self Images, Consumer Motivation, Understanding Learning, Instrumental Conditioning, Information Processing and Memory, Attitudes, Attitude Formation And Change, 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 – Issues and Responses.