Customers behave differently towards the same marketing mix (product) due to their respective psychological makeup. Perception is a psychological variable involved in the purchase decision process that is known to influence consumer behavior. This happens either because the employee feels saturated or because he lacks physical fitness. Motivation 2. A marketer should try to understand the factors that influence consumer behavior. (a): Motivation is an internal urge to do something. All consumers react differently towards a product depending upon their position in the hierarchy. This psychological factor decides the personality and lifestyle. Cultural Factors: 1. Presumably, the longer you wander around a facility, the more you will spend. fulfill a need, achieve a goal, solve a problem. Psychological factors play important role to determine the consumer behaviour. Let’s look at them in detail. Explain how looking at lifestyle information helps firms understand what consumers want to purchase. Social Class 5. While in the cognitive learning the individual applies all his knowledge, skill, attitudes, values and beliefs to find the solution of a problem and derive satisfaction out of it. Psychological Factors. Consumer Behaviour – Psychological factors; 4 psychological factors affect consumer behaviour very strongly. In selective attention, the marketer tries to gain the attention of the customer towards his offerings. Given a high degree of motivation, the individual will actively seek to satisfy that need by making that purchase. Geography 4. Recognition and self esteem also influence the buying decision of indi… Motivation speaks to the internal needs of the consumer. A consumer buying behavior is influenced by social, cultural, personal and psychological factors. Consumers also have perceptions of themselves that may affect a particular purchase. Factors Influencing Consumer Behaviour: Consumer behaviour is affected by a number of factors. Peer Pressure 7. The study of consumer behaviour indicates how individuals, groups and organizations select, buy, use and dispose goods, services, ideas, or experiences to satisfy their needs and […] when he is exposed to the similar situation, again and again, he develops a particular response towards it. How old a consumer is generally indicates what products he or she may be interested in purchasing. These factors are affected by four major factors like motivation, perception, and learning. Perception, learning, beliefs and attitudes, and personality B. A person acts because he wants to fulfill his needs. Factors Influencing Consumer Behaviour:. She has written extensively for publications and websites in the business, management and legal fields. Beliefs and Attitudes 3. The international brand Coca-Cola, the biggest soft drinks and beverage company in the world, is very successful in producing effects on consumer behaviors. There are four important psychological factors affecting the consumer buying behavior. Marketing Mix Factors B. Businesses that successfully speak to these needs, and fill them, will motivate consumers to buy their products. There are four psychological factors that influence consumer behaviour: Motivation, perception, learning, and attitude or belief system. That’s because they stem from the individual's personality and lifestyle. Once a brand has established itself as having a certain personality – for example, Walmart and other similar stores' low-cost positioning – it’s difficult to overcome that in the marketplace. Buying Behaviour, This paper’s aim is to provide an in-depth elucidation of the many aspects that influence consumer behaviour. In the previous article, we have already discussed the five major factors such as environmental factors, societal factors, cultural factors, aspirational groups and personal factors that are influencing consumer behavior. To maximize your sales revenue and grow your business, it’s important to leverage the four key psychological factors that influence consumer purchasing: motivations, perceptions, experience and beliefs. Another point worth mentioning here is that the older … Personal Factors C. Psychological Factors D. Social Factors E. Cultural Factors. There are several other factors which motivate individuals to purchase products and services. An individual who is thirsty would definitely not mind spending on soft drinks, packaged water, juice and so on. Motivation Motivation is defined as the drive to satisfy a need. Copyright 2020 Leaf Group Ltd. / Leaf Group Media, All Rights Reserved. Consumer behaviour is a study of how people buy, what they buy, when they buy and why they buy. Consumer behavior refers to the selection, purchase and consumption of … Perception. Some of the important Psychological Factors are: The marketers lay emphasis on managing the perceptual processes, Viz. If the consumer’s motivation is high, that basically means that the level of need, or the consumer’s perception of that need, is fairly strong. Consumers often block out or ignore information that conflicts with their beliefs and attitudes. Dr. Murray's specialty is the psychological drivers of consumer behavior, with … The consumer doesn’t need to look anywhere else to solve that specific problem or meet that need. These factors are difficult to measure but are powerful enough to influence a buying decision. Motivation; Motivation is activating the internal needs and requirements of the consumer. In the conditional learning, the consumer derives learning from being conditioned to particular stimuli, i.e. Required fields are marked *, Psychological Factors Influencing Consumer Behavior. Satyendra Singh’s review of color psychology in relation to marketing found that people make up their minds about a product within 90 seconds and 62%-90% of that decision is based on color alone. For the same product, price, promotion, and distribution, their responses differ significantly. An individual and a consumer is led by his culture, his subculture, his social class, his membership groups, his family, his pes his psychological factors, etc.. ABSTRACT Consumer Buying Behaviour refers to the buying behaviour of the ultimate consumer. By the same token, a diamond dealer may be quick to point out their stones come from Antwerp instead of Sierra Leone– where the stigma of "blood diamonds" prevails – in order to avoid negative consumer perceptions. Motivation –A motive is an internal force that drives a person to do something i.e. D: Psychological factors that influence consumer behaviour are – 1. Psychological Factors Influencing Consumer Behavior Definition: The Psychological Factors are the factors that talk about the psychology of an individual that drive his actions to seek satisfaction. Why a person acts at all? The consumer perception is that products from these stores are cheap and on a subconscious level, the products are therefore lower quality. This theory states that human beings actively seek to satisfy physical needs first, followed by safety, social, esteem and self-actualization needs, in that order. Why did Nancy buy pizza ? PSYCHOLOGICAL FACTORS INFLUENCING CONSUMER BEHAVIOUR Instructor Janne Peltoniemi Pages 46 Supervisor Birgitta Niemi learning, and attitude and behaviour change. Nancy went to a nearby restaurant and ordered pizza for herself. All the acts of a person are … Although the company is a manufacture of beverage, it business has… In other words, consumer behavior is the study of how consumers will make their buying decision and what those factors which support or influence these decisions. These are: Psychological Factors : The human psychology plays a crucial role in designing the consumer’s preferences and likes or dislikes for a particular product and services. It has assumed growing importance under market-oriented or customer oriented marketing planning & management. Social Factors Influencing Consumer Behavior, Cultural Factors Influencing Consumer Behavior, Personal Factors Influencing Consumer Behavior, Economic Factors Influencing Consumer Behavior. A number of researchers have identified and analyzed factors affecting the consumers’ buying behaviour which affect consumer behavior individually or collectively. Different motives of a consumer can be understood through Maslow Hierarchy of needs. Consumer behavior is an attempt to understand & predict human actions in the buying role. Perception, learning, lifestyle, and social roles C. Motivation, perception, learning, and personality D. Motivation, learning, personality, and self-concept It’s human nature for consumers to make all kinds of associations, both conscious and subconscious, from their experiences. These beliefs and attitudes shape the consumer's perception of the product. The psychological factors that affect consumer behaviour are: 1. eating when Beliefs are the way people think about a particular product or brand, while an attitude is the individual's consistently favorable or unfavorable evaluation, tendency or feeling about a product or brand. 4. No, you aren’t necessarily directionally challenged. Thus, the marketer should try to understand the attitudes and beliefs of individuals and design the marketing campaigns to retain the consumers. Consumer behavior is defined as “all psychological, social & physical behavior of potential customers as they become aware of, evaluate, purchase, consume, & tell others about … They’re inherently personal and connected to the consumer’s sense of self. It is for this reason that for certain jobs as those of sales representatives youngsters are always preferred. Explain how Maslow’s hierarchy of needs works. For example, many consumers choose to buy Toyota cars because they have had good experiences with their previously owned Toyota cars. wanting to get married) and others are instinctive (e.g. Among the personal factors influencing behavior the most important is a person’s age. Some of the important Psychological Factors are: The answer can be given by understanding those forces which affect these actions. Consumer motivation is related to the “Hierarchy of Needs" proposed by psychologist Abraham Maslow. The factors do not affect equally to all the buyers; they have varying effect […] These all factors jointly shape consumer behaviour. This is the first factors influencing consumer behaviour and it includes various points such as: (i) Culture- Culture is the first factor and it means that these are the shared set of beliefs which an individual acquires from ancestors and it is reflected in their believes customs, and … Lifestyle and Values 8. Psychological factors generally include: Motivation Learning Perception Attitudes and beliefs. It can be tough for a business to overcome or change those beliefs and attitudes. Prior experience often outweighs the fact that the competition may be cheaper or even better in some cases. Learning 4. Then we recall that experience and how we categorized it when a similar situation arises. It’s basically how we as human beings organize and make sense of information to form some sort of worldview. Culture is the basic determinant of a … Procedia - Social and Behavioral Sciences 62 ( 2012 ) 184 â€“ 188 1877-0428 2012 Published by Elsevier Ltd. We catalog each experience we have as either good or bad. There are several factors which affect consumer behaviour related to purchase and consumption of products and service directly or indirectly these can be classified as culture, social group, personal attributes and psychological factors. Human psychology is a major determinant of consumer behavior. Motivation – it has been studied and proved by psychologists that a person under the influence of unconscious changes his consciously made decision.Various psychologists have tried to explain motivation theory differently. These motives are the factors that influence the consumer behavior. The age of a consumer can have a significant impact on his behaviour. Thus, these are some of the psychological factors that the marketer must take into the consideration before undertaking the strategic marketing decision. ADVERTISEMENTS: There are many factors affecting consumer behaviour. Your email address will not be published. How do they decide which product to buy, or when? Psychological factors include motivation, perception, learning, beliefs and attitudes. Perception is essentially the way a person selectively views, processes and interprets the larger world or any part of it. They can be classified into cultural, social, personal, and psychological factors. Due to impact of various factors, consumers react or respond to marketing programme differently. A consumer’s beliefs and attitudes greatly influence the buying decisions that consumer makes. Coca-Cola is one of the most valuable and well-known brand in the word. A belief is a conviction a person holds about something, such as “dark chocolate is bitter,” or “dark chocolate is delicious,” or “dark chocolate is good for baking.” An attitude is a consistent view of something that encompasses the belief as well as an emotional feeling and a related behavior. Explain what marketing professionals can do to influence consumers’ behavior. Your email address will not be published. Selective Attention, Selective Distortion, and Selective Retention. i.e. Some motives are socially learned (e.g. Annie Sisk is a freelance writer who lives in upstate New York. A consumer’s beliefs and attitudes greatly influence the buying decisions that consumer makes. Beliefs are the way people think about a particular product or brand, while an attitude is the individual's consistently favorable or unfavorable evaluation, tendency or feeling about a product or brand. To buy both, they have to walk ar… Color Psychology. 3. Describe the personal and psychological factors that may influence what consumers buy and when they buy it. A. Psychological Factors. Thank You for writing this article. Generally speaking as an employee grows older his level of enthusiasm for work may decline. 4. Marketing professionals take physical factors such as a store’s design and layout into account when they are designing their facilities. Answer - She was feeling hungry and wanted to eat something. Consumer behavior can be defined as the study of psychological, physical and social actions when individuals buy, use and dispose of products, services, ideas, and practices. each and every one of these factors. What makes them choose one company over another? Psychological factors are really important. Cameron Francis is the co-founder of The eTraffic Group which started as a 2 man start-up from his lounge room, to a 50 person+, multi million dollar company.. For over 10 years Cameron has been providing growth hacking and digital marketing strategies for small businesses, start ups & … an ind… Color has a huge impact on our behaviour and should never be underestimated in the context of marketing. A consumer’s motivation is the basic degree of the psychological drive behind a specific purchase. Peter Noel Murray, Ph.D., is principal of a consumer psychology practice in New York City. ADVERTISEMENTS: Some of the most important factors influencing consumer behaviour are as follows: A. These experiences influence a shopper’s behavior by changing the way the consumer reacts to products similar to those they’re familiar with. In this article, we are going to understand what are the psychological factors that influence consumer buying behavior? Harvard Business Review: What Really Makes Customers Buy a Product, Inc: The Hidden Reasons Why Customers Buy Your Products, University of Minnesota Principles of Marketing: 3.1 Factors That Influence Consumers’ Buying Behavior. Have you ever been in a department story and couldn’t find your way out? Definition: The Psychological Factors are the factors that talk about the psychology of an individual that drive his actions to seek satisfaction. Psychological factors that determine a consumers purchasing behaviour. It has different characteristics such as: dominance, aggressiveness, self-confidence etc which can be useful to determine the consumer behavior for particular product or service. For example, an attitude about dark chocolate might be expressed as a belief (“dark chocolate is delicious”), a feeling (“dark cho… nice post. Culture: Cultural factors have a deep influence on buyer behaviour. What are the four major psychological factors that influence consumer buyer behavior? The above information is explained precisely in a simple manner. Grocery stores frequently place bread and milk products on the opposite ends of the stores because people often need both types of products. Age and Life Cycle 3. Factors Influencing Consumer Behaviour: Cultural, Demographic, Social, Personal and Psychological Factors Factors Influencing Consumer Behaviour: Cultural Factors Affecting Consumer Behaviour. Attitudes and beliefs represent another psychological factor that influences consumer behavior. from USC. It can also be described as goals and needs of the consumers. in Speech from Catawba College and a J.D. Economic Factors 2. Different people have different perceptions about the same product depending on their individual beliefs and attitudes which give rise to selective distortion. Diffusion of Innovation 9. If you want your business to be successful, you must first understand what drives your targeted customers in their purchasing decisions. About Cameron Francis. For example, people who view themselves as having exquisite taste are willing to pay more for a specific brand or product that is perceived to be “the best.” By the same token, consumers who pride themselves on being great bargain hunters may choose a lesser-priced product, even though they might otherwise prefer the pricier option. 4) Psychological factors – there are four psychological factors that influence buying behaviour – motivation, perception, learning, and beliefs and attitudes. Understanding how to motivate your customer is a powerful tool. She holds a B.A. Consumers are above all human beings, and all human beings are products of their experiences. Other variables included in this consumer process include: motivation, learning, attitude, personality, and lifestyle. In the above example, Hunger was the motivating factor for Nancy to purchase pizza. Customer behavior is influenced in psychological and sociological. Companies that focus on the consumer experience earn repeat business from those customers. I. E: The nine main factors influencing consumer behaviour are – 1. Answer 4. Culture 6. Selection and/or peer review under responsibility of Prof. Dr. HÃ¼seyin Arasli doi: 10.1016/j.sbspro.2012.09.029 WCBEM 2012 Psychological and social factors that influence online consumer behavior Iuliana a *, Maria-Cristiana Munthiu b , Violeta c a Academy of Economic Studies, … Here are 5 major factors that influence consumer behavior: 1. They tend to selectively retain information or even distort the information to make it consistent with their previous perception of the product.
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