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