Consumer Psychology

Human beings have basic needs that they fulfill by making transactions in the market.Transactions mostly in the form of monetary exchange for goods and services are very basic for the survival of the human race. The present course is designed to study how consumers behave on the market and what the consequences of various behavior patterns. Additionally, the present course also looks at various psychological factors that shape the behavior and actions of the consumer in the global market.INTENDED AUDIENCE: UG/PG/PhDPREREQUISITES: NIL

Module 1: Introduction to Consumer Psychology
Overview of foundation of consumer behavior
Module 2 : Consumer Decision Making
Need and Information Search
Alternate Evaluation and Choice
Consumption and Post-Purchase Behaviour
Module 3 : The Individual Consumer
Consumer perceptions
Memory and Learning
Mood, Emotion and Involvement
Consumer Attitude
Marketing communications