Course Overview
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Course Synopsis
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In this course students of psychology will be introduced with the basic principles and concepts used in the Consumer Psychology. They will be taught key topics including Marketing mix, market segmentation, different strategies of segmenting the market and its effects on purchase behavior, marketing concepts, Consumer research, purchasing attitude, motivation, decision making, evaluating products and services etc. what is influence of cultural factors on purchase decisions. How different attitudes are formed and what are the strategies to change those attitudes. How the purchase decisions are made. What is the importance of post purchase evaluation and what factors are involved in it?
Consumer rights and different ethical issues will also be discussed.
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Course Learning Outcomes
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At the end of the course, you should be able to:
- Recognize the concept of market mix and its effects on Consumer Psychology.
- Explore what is diversity, social classes and types of consumers.
- Comprehend the nature and structure of culture & sub culture.
- Express the concepts of perception, attitudes, personality and its assessment, emotional intelligence etc.
- Realize the role of personality and personality factors in determining consumer behavior.
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Course Calendar
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Week 01
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1
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Introduction to Consumer Psychology
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2
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Implementing Marketing Concept
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Week 02
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4
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Customer Value, satisfaction and retention
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5
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Consumer Decision making
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Week 03
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7
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Steps in Consumer Research
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8
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Quantitative research designs and Data
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9
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Quantitative research Data collection
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Week 04
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10
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Qualitative research designs and Data collection methods
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Assignment 1
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11
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Customer Satisfaction measurement
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Week 05
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13
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Demographic and Psychological Segmentation
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14
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Sociocultural segmentation and use related segmentation
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Quiz 1
Week 06
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16
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Hybrid Segmentation Approaches
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Quiz 2
Week 07
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19
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Culture and Its Measurement Environmental Influences
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20
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MEASUREMENT OF CULTURE
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Week 08
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22
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Age and Gender Subculture
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23
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Bases for Segmentation:
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24
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Consumer Social Classes I
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Week 09
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25
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Consumer Social Classes II
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Mid term
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26
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Consumer Social Classes III
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27
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Consumer Social Classes IV
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Week 10
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28
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Understanding Personality
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29
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Consumer Personality, Trait Theory and Self Images
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Week 11
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31
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Understanding Learning
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32
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Instrumental Conditioning, Information Processing and Memory
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Week 12
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34
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Attitude Formation And Change
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35
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Attitude Change Strategies
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GDB
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36
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Introduction to Consumer Decision Making
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Week 13
Quiz 3
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39
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Decisions Related to Post Purchase
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Week 14
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40
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Marketing Implications of Decisions Related to Post Purchase
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Quiz 4
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41
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Post Purchase Evaluation
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42
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Post Purchase Dissonance
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Week 15
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44
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Consumerism – Issues and Responses
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45
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Review – Consumer Psychology Course
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Final term
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