Nancy went to a nearby restaurant and ordered pizza for herself. 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. A consumer buying behavior is influenced by social, cultural, personal and psychological factors. 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 … They’re inherently personal and connected to the consumer’s sense of self. Culture: Cultural factors have a deep influence on buyer behaviour. 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. Why a person acts at all? We catalog each experience we have as either good or bad. In the above example, Hunger was the motivating factor for Nancy to purchase pizza. Perception, learning, beliefs and attitudes, and personality B. Color has a huge impact on our behaviour and should never be underestimated in the context of marketing. These factors are difficult to measure but are powerful enough to influence a buying decision. Companies that focus on the consumer experience earn repeat business from those customers. Personal Factors C. Psychological Factors D. Social Factors E. Cultural Factors. Motivation –A motive is an internal force that drives a person to do something i.e. 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. Economic Factors 2. They can be classified into cultural, social, personal, and psychological factors. Color Psychology. For the same product, price, promotion, and distribution, their responses differ significantly. D: Psychological factors that influence consumer behaviour are – 1. What are the four major psychological factors that influence consumer buyer behavior? Your email address will not be published. E: The nine main factors influencing consumer behaviour are – 1. The consumer doesn’t need to look anywhere else to solve that specific problem or meet that need. There are four important psychological factors affecting the consumer buying behavior. each and every one of these factors. It’s human nature for consumers to make all kinds of associations, both conscious and subconscious, from their experiences. 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? There are four psychological factors that influence consumer behaviour: Motivation, perception, learning, and attitude or belief system. How old a consumer is generally indicates what products he or she may be interested in purchasing. Diffusion of Innovation 9. Consumer behavior is defined as “all psychological, social & physical behavior of potential customers as they become aware of, evaluate, purchase, consume, & tell others about … Consumer Behaviour – Psychological factors; 4 psychological factors affect consumer behaviour very strongly. Psychological factors are really important. Required fields are marked *, Psychological Factors Influencing Consumer Behavior. in Speech from Catawba College and a J.D. Psychological factors generally include: Motivation Learning Perception Attitudes and beliefs. A consumer’s beliefs and attitudes greatly influence the buying decisions that consumer makes. ADVERTISEMENTS: There are many factors affecting consumer behaviour. Psychological factors play important role to determine the consumer behaviour. It can be tough for a business to overcome or change those beliefs and attitudes. Buying Behaviour, This paper’s aim is to provide an in-depth elucidation of the many aspects that influence consumer behaviour. Motivation speaks to the internal needs of the consumer. Consumer motivation is related to the “Hierarchy of Needs" proposed by psychologist Abraham Maslow. These all factors jointly shape consumer behaviour. Recognition and self esteem also influence the buying decision of indi… i.e. Perception is essentially the way a person selectively views, processes and interprets the larger world or any part of it. Factors Influencing Consumer Behaviour: Cultural, Demographic, Social, Personal and Psychological Factors Factors Influencing Consumer Behaviour: Cultural Factors Affecting Consumer Behaviour. A consumer’s beliefs and attitudes greatly influence the buying decisions that consumer makes. Other variables included in this consumer process include: motivation, learning, attitude, personality, and lifestyle. 4. Different people have different perceptions about the same product depending on their individual beliefs and attitudes which give rise to selective distortion. Factors Influencing Consumer Behaviour:. Prior experience often outweighs the fact that the competition may be cheaper or even better in some cases. 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 & … Perception. Selective Attention, Selective Distortion, and Selective Retention. They tend to selectively retain information or even distort the information to make it consistent with their previous perception of the product. For example, an attitude about dark chocolate might be expressed as a belief (“dark chocolate is delicious”), a feeling (“dark cho… Describe the personal and psychological factors that may influence what consumers buy and when they buy it. 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. Motivation 2. 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. A. Beliefs and Attitudes 3. 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. 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. Copyright 2020 Leaf Group Ltd. / Leaf Group Media, All Rights Reserved. In selective attention, the marketer tries to gain the attention of the customer towards his offerings. Consumer behavior refers to the selection, purchase and consumption of … nice post. Customers behave differently towards the same marketing mix (product) due to their respective psychological makeup. 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. A consumer’s motivation is the basic degree of the psychological drive behind a specific purchase. Customer behavior is influenced in psychological and sociological. from USC. Consumers also have perceptions of themselves that may affect a particular purchase. 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, … Explain how Maslow’s hierarchy of needs works. Age and Life Cycle 3. She has written extensively for publications and websites in the business, management and legal fields. These factors are affected by four major factors like motivation, perception, and learning. Explain how looking at lifestyle information helps firms understand what consumers want to purchase. 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. All the acts of a person are … 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. A person acts because he wants to fulfill his needs. Marketing professionals take physical factors such as a store’s design and layout into account when they are designing their facilities. Marketing Mix Factors B. Lifestyle and Values 8. Have you ever been in a department story and couldn’t find your way out? Annie Sisk is a freelance writer who lives in upstate New York. Consumer behavior is an attempt to understand & predict human actions in the buying role. The age of a consumer can have a significant impact on his behaviour. Businesses that successfully speak to these needs, and fill them, will motivate consumers to buy their products. The factors do not affect equally to all the buyers; they have varying effect […] Grocery stores frequently place bread and milk products on the opposite ends of the stores because people often need both types of products. Some of the important Psychological Factors are: A marketer should try to understand the factors that influence consumer behavior. I. Culture is the basic determinant of a … Geography 4. There are several other factors which motivate individuals to purchase products and services. Given a high degree of motivation, the individual will actively seek to satisfy that need by making that purchase. Dr. Murray's specialty is the psychological drivers of consumer behavior, with … Different motives of a consumer can be understood through Maslow Hierarchy of needs. 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. The psychological factors that affect consumer behaviour are: 1. Peter Noel Murray, Ph.D., is principal of a consumer psychology practice in New York City. Among the personal factors influencing behavior the most important is a person’s age. Perception is a psychological variable involved in the purchase decision process that is known to influence consumer behavior. That’s because they stem from the individual's personality and lifestyle. 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. In the conditional learning, the consumer derives learning from being conditioned to particular stimuli, i.e. 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 […] Psychological Factors. Perception, learning, lifestyle, and social roles C. Motivation, perception, learning, and personality D. Motivation, learning, personality, and self-concept Psychological factors that determine a consumers purchasing behaviour. Consumer behaviour is a study of how people buy, what they buy, when they buy and why they buy. Consumers are above all human beings, and all human beings are products of their experiences. ADVERTISEMENTS: Some of the most important factors influencing consumer behaviour are as follows: A. Motivation Motivation is defined as the drive to satisfy a need. 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. It can also be described as goals and needs of the consumers. These motives are the factors that influence the consumer behavior. Learning 4. The above information is explained precisely in a simple manner. 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. Peer Pressure 7. Generally speaking as an employee grows older his level of enthusiasm for work may decline. Answer 4. Thus, the marketer should try to understand the attitudes and beliefs of individuals and design the marketing campaigns to retain the consumers. 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. The consumer perception is that products from these stores are cheap and on a subconscious level, the products are therefore lower quality. Factors Influencing Consumer Behaviour: Consumer behaviour is affected by a number of 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. Answer - She was feeling hungry and wanted to eat something. Social Factors Influencing Consumer Behavior, Cultural Factors Influencing Consumer Behavior, Personal Factors Influencing Consumer Behavior, Economic Factors Influencing Consumer Behavior. If you want your business to be successful, you must first understand what drives your targeted customers in their purchasing decisions. Due to impact of various factors, consumers react or respond to marketing programme differently. It’s basically how we as human beings organize and make sense of information to form some sort of worldview. wanting to get married) and others are instinctive (e.g. 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. Some of the important Psychological Factors are: The marketers lay emphasis on managing the perceptual processes, Viz. 4. Understanding how to motivate your customer is a powerful tool. For example, many consumers choose to buy Toyota cars because they have had good experiences with their previously owned Toyota cars. 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. 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. These beliefs and attitudes shape the consumer's perception of the product. A number of researchers have identified and analyzed factors affecting the consumers’ buying behaviour which affect consumer behavior individually or collectively. Social Class 5. an ind… No, you aren’t necessarily directionally challenged. 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. Why did Nancy buy pizza ? PSYCHOLOGICAL FACTORS INFLUENCING CONSUMER BEHAVIOUR Instructor Janne Peltoniemi Pages 46 Supervisor Birgitta Niemi learning, and attitude and behaviour change. 4) Psychological factors – there are four psychological factors that influence buying behaviour – motivation, perception, learning, and beliefs and attitudes. The answer can be given by understanding those forces which affect these actions. Psychological Factors. 3. Let’s look at them in detail. It is for this reason that for certain jobs as those of sales representatives youngsters are always preferred. 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. Attitudes and beliefs represent another psychological factor that influences consumer behavior. Although the company is a manufacture of beverage, it business has… Your email address will not be published. Thank You for writing this article. About Cameron Francis. Another point worth mentioning here is that the older … Here are 5 major factors that influence consumer behavior: 1. The international brand Coca-Cola, the biggest soft drinks and beverage company in the world, is very successful in producing effects on consumer behaviors. Explain what marketing professionals can do to influence consumers’ behavior. This psychological factor decides the personality and lifestyle. Thus, these are some of the psychological factors that the marketer must take into the consideration before undertaking the strategic marketing decision. Presumably, the longer you wander around a facility, the more you will spend. To buy both, they have to walk ar… Some motives are socially learned (e.g. How do they decide which product to buy, or when? Psychological factors include motivation, perception, learning, beliefs and attitudes. Motivation; Motivation is activating the internal needs and requirements of the consumer. This happens either because the employee feels saturated or because he lacks physical fitness. Cultural Factors: 1. (a): Motivation is an internal urge to do something. All consumers react differently towards a product depending upon their position in the hierarchy. She holds a B.A. Consumers often block out or ignore information that conflicts with their beliefs and attitudes. Coca-Cola is one of the most valuable and well-known brand in the word. Definition: The Psychological Factors are the factors that talk about the psychology of an individual that drive his actions to seek satisfaction. when he is exposed to the similar situation, again and again, he develops a particular response towards it. What makes them choose one company over another? fulfill a need, achieve a goal, solve a problem. Culture 6. eating when Then we recall that experience and how we categorized it when a similar situation arises. It has assumed growing importance under market-oriented or customer oriented marketing planning & management. Human psychology is a major determinant of consumer behavior. Procedia - Social and Behavioral Sciences 62 ( 2012 ) 184 â€“ 188 1877-0428 2012 Published by Elsevier Ltd. An individual who is thirsty would definitely not mind spending on soft drinks, packaged water, juice and so on.
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