psychological factors influencing consumer behaviour

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

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