Color has a huge impact on our behaviour and should never be underestimated in the context of marketing. An individual who is thirsty would definitely not mind spending on soft drinks, packaged water, juice and so on. Some of the important Psychological Factors are: The marketers lay emphasis on managing the perceptual processes, Viz. Perception is essentially the way a person selectively views, processes and interprets the larger world or any part of it. Consumer behavior is defined as “all psychological, social & physical behavior of potential customers as they become aware of, evaluate, purchase, consume, & tell others about … There are four important psychological factors affecting the consumer buying behavior. These motives are the factors that influence the consumer behavior. Perception. 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. Psychological Factors. In selective attention, the marketer tries to gain the attention of the customer towards his offerings. Explain how Maslow’s hierarchy of needs works. Psychological Factors. 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. Buying Behaviour, This paper’s aim is to provide an in-depth elucidation of the many aspects that influence consumer behaviour. Why did Nancy buy pizza ? 4. Learning 4. Perception, learning, beliefs and attitudes, and personality B. Social Class 5. A marketer should try to understand the factors that influence consumer behavior. fulfill a need, achieve a goal, solve a problem. Annie Sisk is a freelance writer who lives in upstate New York. ADVERTISEMENTS: There are many factors affecting consumer behaviour. Some of the important Psychological Factors are: 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. Factors Influencing Consumer Behaviour: Cultural, Demographic, Social, Personal and Psychological Factors Factors Influencing Consumer Behaviour: Cultural Factors Affecting Consumer Behaviour. A person acts because he wants to fulfill his needs. Peer Pressure 7. 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. Geography 4. 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. What makes them choose one company over another? Psychological factors generally include: Motivation Learning Perception Attitudes and beliefs. 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. Consumers often block out or ignore information that conflicts with their beliefs and attitudes. Due to impact of various factors, consumers react or respond to marketing programme differently. Perception, learning, lifestyle, and social roles C. Motivation, perception, learning, and personality D. Motivation, learning, personality, and self-concept In the above example, Hunger was the motivating factor for Nancy to purchase pizza. Culture is the basic determinant of a … Customers behave differently towards the same marketing mix (product) due to their respective psychological makeup. The factors do not affect equally to all the buyers; they have varying effect […] For example, an attitude about dark chocolate might be expressed as a belief (“dark chocolate is delicious”), a feeling (“dark cho… Economic Factors 2. Let’s look at them in detail. Human psychology is a major determinant of consumer behavior. This happens either because the employee feels saturated or because he lacks physical fitness. I. These factors are affected by four major factors like motivation, perception, and learning. For example, many consumers choose to buy Toyota cars because they have had good experiences with their previously owned Toyota cars. Marketing Mix Factors B. These experiences influence a shopper’s behavior by changing the way the consumer reacts to products similar to those they’re familiar with. A consumer buying behavior is influenced by social, cultural, personal and psychological factors. 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. Motivation –A motive is an internal force that drives a person to do something i.e. 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. Thank You for writing this article. wanting to get married) and others are instinctive (e.g. 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. eating when Customer behavior is influenced in psychological and sociological. 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. 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 […] Motivation speaks to the internal needs of the consumer. Selective Attention, Selective Distortion, and Selective Retention. 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. They can be classified into cultural, social, personal, and psychological factors. To buy both, they have to walk ar… Have you ever been in a department story and couldn’t find your way out? Consumer behavior refers to the selection, purchase and consumption of … Motivation 2. Consumer Behaviour – Psychological factors; 4 psychological factors affect consumer behaviour very strongly. What are the four major psychological factors that influence consumer buyer behavior? Different motives of a consumer can be understood through Maslow Hierarchy of needs. Personal Factors C. Psychological Factors D. Social Factors E. Cultural Factors. E: The nine main factors influencing consumer behaviour are – 1. A consumer’s beliefs and attitudes greatly influence the buying decisions that consumer makes. Required fields are marked *, Psychological Factors Influencing Consumer Behavior. All consumers react differently towards a product depending upon their position in the hierarchy. A. Beliefs and Attitudes 3. We catalog each experience we have as either good or bad. A consumer’s beliefs and attitudes greatly influence the buying decisions that consumer makes. That’s because they stem from the individual's personality and lifestyle. Motivation; Motivation is activating the internal needs and requirements of the consumer. They’re inherently personal and connected to the consumer’s sense of self. The answer can be given by understanding those forces which affect these actions. Consumer behavior is an attempt to understand & predict human actions in the buying role. It can be tough for a business to overcome or change those beliefs and attitudes. Factors Influencing Consumer Behaviour: Consumer behaviour is affected by a number of factors. If you want your business to be successful, you must first understand what drives your targeted customers in their purchasing decisions. Perception is a psychological variable involved in the purchase decision process that is known to influence consumer behavior. Definition: The Psychological Factors are the factors that talk about the psychology of an individual that drive his actions to seek satisfaction. Copyright 2020 Leaf Group Ltd. / Leaf Group Media, All Rights Reserved. Diffusion of Innovation 9. Same product depending upon their position in the buying role planning & management behaviour: consumer is! Measure but are powerful enough to influence consumers ’ behavior focus on the behavior.: 1 affect a particular response towards it purchasing behaviour measure but are powerful enough to influence a decision... 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