psychological influences on consumer behaviour

8/8/2019 Psychological Influences on Consumer Behaviour

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PSYCHOLOGICAL

INFLUENCES ON

CONSUMER BEHAVIOUR


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Psychological factors include the

following

Motives

Perception

Knowledge & Learning

Attitude

Personality

Life style


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MOTIVESA motive is an internal energizing force that

orients a person's activities toward satisfying aneed or achieving a goal.

Actions are effected by a set of motives, not

just one. If marketers can identify motives then they can

better develop a marketing mix.


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MASLOW hierarchy of needs!!

Physiological

Safety

Love and Belonging Esteem

Self Actualization

Need to determine what level of thehierarchy the consumers are at todetermine what motivates their purchases.


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SELF-ACTUALIZATION

Needs for self-fulfillment

ESTEEM

Needs for self-respect,

reputation, prestige, and status

BELONGING AND LOVENeeds for affection, belonging

to a group, and acceptance

SAFETY

Needs for security, protection, and order

PHYSIOLOGICAL

Needs for food, drink, sex, and shelter

Maslows Hierarchy of Needs


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PERCEPTION Perception is the process of selecting, organizing and

interpreting information inputs to produce meaning.

Information inputs are the sensations received throughsight, taste, hearing, smell and touch.

Selective attention only those stimuli that captureand hold attention can be perceived.

Selective distortion consumers alter information thatis inconsistent with their beliefs and attitudes.

Selective retention consumers retain only part ofwhat they perceive.

The process of receiving, organizing and assigningmeaning to stimuli detected by the senses


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KNOWLEDGE & LEARNING Learning, changes in a person's behaviour

caused by information and experience. Knowledge is the familiarity with the product

and expertise.

Inexperience buyers often use prices as anindicator of quality more than those who haveknowledge of a product.

Non-alcoholic Beer example: consumers chosethe most expensive six-pack, because theyassume that the greater price indicates greaterquality.


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Learning is the process through which arelatively permanent change in behaviorresults from the consequences of pastbehavior.

Changes in behaviour which result fromobservation or experience

Responses to stimuli are learned as a result ofrewards or punishments.

Responses can become habits that replacewilful behaviour.


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ATTITUDES

Attitude is one of the most important conceptsin understanding consumer behaviour; it is alearned disposition to act in a certain way

Attitudes are formed over time, are slow to

change, and are excellent predictors ofbehaviour.

Individual learns attitudes through experienceand interaction with other people.

Consumer attitudes toward a firm and itsproducts greatly influence the success orfailure of the firm's marketing strategy.


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PERSONALITY Personality is a pattern of traits that influence

behaviour; but it is not always clear howpersonality affects consumption behaviour.

All the internal traits and behaviors that make a

person unique, uniqueness arrives from aperson's heredity and personal experience.

Traits effect the way people behave. Marketers

try to match the store image to the perceivedimage of their customers.


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EXAMPLES FOR PERSONALITY

Workaholism

Compulsiveness

Self confidence

Friendliness Adaptability

Ambitiousness

Dogmatism

Authoritarianism

Introversion Extroversion

Aggressiveness

Competitiveness.


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LIFESTYLES

Most valuable way of looking at a market and

its potential.

Lifestyles are the consistent patterns peoplefollow in their lives.

EXAMPLE healthy foods for a healthy lifestyle.Sun tan not considered fashionable in US until1920's. Now an assault by the American

Academy of Dermatology.

psychological influences on consumer behaviour

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