UNIVERSITY OF MADRAS
B.Sc. DEGREE COURSE IN PSYCHOLOGY
SEMESTER SYSTEM WITH CREDITS
(Effective from the Academic Year 2003-2004)

SYLLABUS

Semester V - Application Oriented Subject I - Marketing and Consumer Behaviour

Chapter I:

Marketing in the Twenty first century: definition, Scope of Marketing Core marketing concepts; Direct and On line marketing - Advantages & disadvantages.

Chapter II:

Market Segmentation - Levels and patterns of market segmentation, Segmenting consumer and business markets; Market targetmg; Marketing mix.

Chapter III:

Understanding Consumer behaviour- Field and scope of consumer Behaviour; Types of consumers; Maior Factors influencing Buyer Behaviour; cultural. social, personal arid psychological factors.

Chapter IV:

The Buying Decision process: Buying roles, buying behaviour: Levels of consumer decision making; Models of consumers; Consumer Adoption process; the stages of buying - decision Process.

Chapter V:

Consumer research History, consumer research Process; Conducting a research study; consumerism Guest lectures by experts in the flcld of marketing must be arranged.

REFERENCE