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PSYCHOLOGICAL INFLUENCES ON CONSUMERPSYCHOLOGICAL INFLUENCES ON CONSUMER

BEHAVIORBEHAVIOR

y Motivation

y Perception

y Learning

y Attitude

y Consumer expectation and satisfaction

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MOTIVATIONMOTIVATION

DEFINITION

A motive is an inner urge that moves or

prompts a person to action.

A buying motive is the reason why a personbuyes a particular product. It is the driving

force behind buying behaviour and may be

based on psychological or physiological wants.

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IMPORTANCE OF BUYING MOTIVESIMPORTANCE OF BUYING MOTIVES

y Product planning

y Pricing policies

y Promotional policies

y Distribution channel

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CLASSIFICATION OF MOTIVESCLASSIFICATION OF MOTIVES

y Acquired and Inherent Buying motives

y Primary and Selective Buying motives

y Conscious and Dormant Buying motives

y Physical and Psychological Buying motives

y Emotional and Rational motives

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MOTIVE STRUCTURINGMOTIVE STRUCTURINGMASLOWS HIERARCHYMASLOWS HIERARCHY

Physiological Needs

(food, water, shelter)

Safety Needs

(protection, secure)

Social Needs

(affection, friendship)

Ego Needs

(prestige, status)

Self-actualization Needs

(self- fulfillment)

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DEMERITS OF BUYING MOTIVESDEMERITS OF BUYING MOTIVES

y Unawareness of purchasers

y Non disclosure by purchaser

y Difficulty in separation

y Ever changing pattern of motives

y Personality of the purchaser

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PERCEPTIONPERCEPTION

Perception is a complex process by which

people select, organize and interpret sensory

stimulation into a meaningful picture of the

world. It represents receivers effort toorganise received stimuli into meaningful

structure.

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LEARNINGLEARNING

y The process by which individuals acquirethe purchase and consumption knowledgeand experience that they apply to future

related behaviory Marketers must teach consumers:

where to buy

how to use

how to maintain

how to dispose of products

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Process of learning consists of

Inventing an original solution to a problem or

thinking

Committing a solution to a memory ormemorizing

Becoming efficient in applying solution to a

problem

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ATTITUDESATTITUDES

o Consumer attitude is a combination of

perceptions, values and beliefs.

o Persons enduring favorable or unfavorable

cognitive evaluations, emotional feelings andaction tendencies toward some object or idea.

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CUSTOMERCUSTOMER

EXPECTATIONSEXPECTATIONSCustomer expectation is defined asanyone who receives the product which isproduced by the individual or organization

that has valueA product does not need to be rated

highest by customers on all dimensions,only on those they think are important.

A product does not need to be ratedhighest by customers on all dimensions,only on those they think are important

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CONSUMER SATISFACTIONCONSUMER SATISFACTION

Consumer satisfaction means a measure of how

products or services supplied by a company

meet their expectations.

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y THANK YOU!