Preamble/ Objectives (Optional): The present course is designed to study the intricate relationship existing between consumers and the marketplace. Additionally the present course also looks at various psychological factors that shape the behaviour and actions of the consumer in the global market.
Course Content/ Syllabus (as single paragraph if it is not containing more than one subject. Sub-topics/ Sections may be separated by commas (,). Topics may be separated by Semi-Colons (;). Chapters may be separated by Full-Stop (.). While starting with broad heading, it may be indicated with Colon symbol before the topics, For example: Multivariable Calculus: Limits of functions, Continuity, …..)
Introduction: Consumer research, process, methods and tools; Market segmentation, bases, effective targeting and strategic implementation; Internal Influences on consumer behaviour: Information processing, consumer perception, dynamics, imaginary and perceived risk; exposure and Attention; learning theories and brand loyalty; Motivation, emotion and attitude: Motives and needs, nature, types and systems, theories and their marketing implications, Maslow’s Consistency, optimum stimulation, conflict, marketing implications; types of emotion, levels of affective response, marketing application, appeals; Personality, lifestyle and self concept: Definitions, theories and marketing implications, psychographics, AIO: application to marketing personality variables and consumer market; Evaluation criteria and purchase choice: Definition, evoked set, nature, opinion leadership, levels of consumer decision making; Decision heuristics: Compensatory and noncompensatory model, claims and support, types and strategies, appeals and reasoning, store attributes affecting choice, shopping orientations, unplanned choice; Social and cultural influences: Family and household, role structure and influences; Family communication pattern: marketing implications, social class, general implication, types of reference groups; Types of socialization: marketing implications, culture characteristics, measurement and core values.
L. G. Schiffman and L. L. Kanuk, Consumer Behavior, Prentice-Hall, 1997.2. D. A. Statt, Understanding the Consumer- A Psychological Approach, Palgrave Macmillan, 2002.^$^D. A. Statt, Understanding the Consumer- A Psychological Approach, Palgrave Macmillan, 2002.
R. C. Webb, Psychology of the Consumer and Its Development- An Introduction, Kluwer Academic Publishers, 1999.
Academic Complex Block F Department of Humanities and Social Sciences Indian Institute of Technology Guwahati Guwahati, Assam, 781039 India