In other words, consumer behavior is the study of how consumers will make their buying decision and what those factors which support or influence. The sellers market has disappeared and buyers market has come up. Pdf psychological and social factors that influence. Pdf the impact of psychological factors on consumer buying.
The study included secondary data collected from different sources such as journals, books, magazines etc. Buying behaviour, this papers aim is to provide an indepth elucidation of the many aspects that influence consumer behaviour. Consumer behavior includes a series of mental and physical processes that continues through before and after purchase. To attract customer, color is considered to be a crucial factor.
Psychological factors influencing consumer behavior. Psychological impact of colors on the process of consumer shopping behavior has been scrutinized in this article. As the change comes in these factors, consumer behaviour also changes. Factors influencing buying behaviour of consumers consumer behaviour doesnt remain the same or constant in every situation it changes time to time. Social class can have a profound effect on consumer spending habits. Usually, the basic needs and the security needs are more pressing needs than the other and hence, these needs become a motive that directs the consumer behavior to seek satisfaction. How psychological factors affects consumer behaviour. Ivan pavlov, a famous psychologist, devised this consumer behaviour. Consumer behaviour refers to the behaviour of consumers in deciding to buy or not to.
Psychological factors lead to the dynamism of the human mind and their. Abstract due to various influencing factors to lowincome consumers in the market place we have taken only veblenian socio psychological factors. The present paper focuses on major factors influencing consumer buying behavior. In the above example, hunger was the motivating factor for nancy to. The personality of a person, as misunderstood by many, is not just determined by his physical appearance alone. Many factors, specificities and characteristics influence the individual in what he is and the consumer in his decision making process, shopping habits, purchasing behavior, the brands he buys or the retailers he goes. Psychological factors psychological factors include. Consumer behavior in marketing patterns, types, segmentation. The three known psychological factors are personality traits, psychodynamic processes and learned cognition. Motivation, perception, learning, and attitude or belief system. Situational and dispositional influences on behavior. Buying behaviour is influenced by motives rational emotional curiosity attitudes, perception, social factors and personal factors.
The importance of understanding the role of social influence, how others affect our emotions, opinions, or behaviors, in consumption has a long and varied history in the fields of sociology, psychology, and marketing. A study on factors influencing on consumers buying behaviour. Pdf the impact of psychological influences on consumer buying. Ten consumer behaviour models short notes bbamantra. Consumer behaviour models have been developed to substantiate the various factors that influence consumer behavior and their decision making process. Consumers buyer behaviour is influenced by four major factors. The study concluded that psychological influences have an impact on consumer purchasing behaviour of smes products in zimbabwe. The domain of behavior and experience surely includes consumers decisions regarding products and their perceptions of and feelings toward. The factors are influences significant enough by their force, becoming the reasons for the activity.
Choosing fast food over homecooked meals, for example, is just one of such situations. How do psychological factors play a role in consumer behaviour. The consumer perception towards a particular product and the brand also influences his buying decision. Socio cultural factors in consumer decision processes. The psychology behind consumer behavior verywell mind. Psychological influences on consumer behavior husson. Firms and organizations rely on consumer behaviour knowledge to forecast consumer needs and desires. Needs at the bottom of the pyramid are basic physical requirements including the need for food, water, sleep, and warmth. In making a final decision, and indeed throughout the whole decisionmaking process, consumers are influenced by a wide range of factors, not just those relating to the obvious features of the product. Apr 01, 2009 psychological influences on consumer behavior slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising.
Psychological factors and the issue of motivation of consumer behavior. A consumer buying behavior is influenced by social, cultural, personal and psychological factors. Answer she was feeling hungry and wanted to eat something. A consumers beliefs and attitudes greatly influence the buying decisions that consumer makes. Subfields of psychology tend to focus on one influence or behavior.
Psychological and social factors that influence online. Beliefs are the way people think about a particular product or brand, while an attitude is the individuals. Marketing efforts therefore also emphasize on consumers consumption of services, ideas and activities. The field of consumer behaviour covers a wide stretch of bases as it focuses on the entire consumption process, involving issues that influence a consumer before, after and during a purchase. The importance of understanding the role of social influence, how others affect our emotions, opinions, or behaviors, in consumption has a long and varied history in the fields of sociology, psychology. A consumer s beliefs and attitudes greatly influence the buying decisions that consumer makes. What our family members, classmates, immediate relatives, neighbors, and acquaintances think or do can play a significant role in our decisions. This study aimed to determine factors of consumer behavior that affect to. And the other purpose of this research is to gain the more knowledge about consumer behavior and improve the writing and thinking ability. She is a key member of a team exploring how technology can be used to enhance the student learning experience. Let us understand the effect of psychological factors on consumer behaviour. Investigating the psychological impact of colors on process. The first section covers influences on consumer behaviour based on theoretical models and the meaning of segmentation the ways a potential market is divided into distinctive groups of consumers.
Psychological factors refer to thoughts, feelings and other cognitive characteristics that affect the attitude, behavior and functions of the human mind. Perhaps the most obvious effect is the level of disposable income of each social class. The influence of cultural factors on consumer buying. 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. In this study, the influence of psychological factors on consum er buying behavior is investigated. Recognize t he various principles of psychology, sociology, and social psychology that are if value in explaining consumer behavior. Social factors affecting consumer behaviour consumer behaviour is an effort to study and understand the buying tendencies of consumers for their end use. Nancy went to a nearby restaurant and ordered pizza for herself. Psychological factors that influence consumer buying behavior. The influence of cultural factors on consumer buying behaviour and an application in turkey. There are various factors which affects consumer behaviour.
The internal influences that have effect on consumer behaviour consist of an individuals perception, learning, memory, motives, personality, emotions and attitudes. For example, aggressive marketing of high fat foods, or. Abstract nowadays, consumer behaviouris influenced not only by consumer personalities and motivations, but also by the relationships within families. Consumer behaviour deals with the study of buying behaviour of consumers. Consumer behaviour the consumer, the king of the market is the one that dominates the market and the market trends. Rani 2014, identifies cultural, social, personal and psychological factors as the four major influences on consumer s buying behaviour, adding that these factors. Generally, the rich have the ability to purchase more consumer goods than those with less income, and those goods are of higher quality. That definitely brings an element of interdisciplinarity in the study. The impact of social factors affecting consumer behaviour.
Family, reference groups and social classes are all social influences on consumer behavior. Fatimah furaij, malgorzata latuszynska, agata wawrzyniak, 2012. Consumer such as social, cultural, personal and psychological. Consumer psychology is a specialty area that studies how our thoughts, beliefs, feelings, and perceptions influence how we buy and relate to goods and services.
It is very well explained by maslow through his need hierarchy theory comprising of basic needs, security needs, social needs, esteem needs and selfactualization needs. Psychological factors influencing individual behavior. Feb 12, 2012 presents mathematical models of human behaviour 1957. In order to persuade the consumers, the marketers have to study the consumer behaviour. Procedia social and behavioral sciences 62 2012 184 a 188 18770428 2012 published by elsevier ltd. Social factors play an essential role in influencing the buying decisions of consumers. The psychological factors are the factors that talk about the psychology of an individual that drive his actions to seek satisfaction. Consumer behaviour jane priest is a teaching fellow at edinburgh business school and teaches parts of the oncampus marketing course, as well as the consumer behaviour elective by distance learning. Chapter 6 class notes contents of chapter 6 class notes.
The study of consumer behaviour emphasizes the why. The consumer behaviour or buyer behaviour is influenced by seve ral factors or forces. As people progress up the pyramid, needs become increasingly psychological and social. Buying behaviour, consumer psychology, marketing strategy. Electronic commerce has determined great changes in consumer behavior, changes caused mainly by the modification of factors that influence online consumer behavior. The purpose of the research is how the factors of consumer behavior affect or influences the branded product. Marketing evolved through production concept to marketing concept. Introductuon like any human behaviour, consumer behaviour is seen as determined and conditioned by the effect of certain factors. The study gives a comprehensive understanding of influence of cultural, social, personal and psychological factors on buying behavior. Thus models of buyer behaviour are generally based on certain factors internal to the consumer e. The factors are causal phenomena possessing an impact force capable of changing consumer behaviour, 1992. Each consumer s decision can be influenced by his awareness of a brand, his immediate environment or his actions with relation to the product. Beliefs are the way people think about a particular product or brand, while an attitude is the individuals consistently favorable or unfavorable evaluation, tendency or feeling about a product or brand. Factors influencing consumer behaviour top 9 factors with suitable examples.
The manner in which consumer buys a product is extremely important to marketers. Pdf in this study, the influence of psychological factors on consumer buying behavior is investigated. The impact of consumer behavior on society is also of relevance. Motivation speaks to the internal needs of the consumer.
These factors can influence how a person thinks and later affect his decisions and relations in his daily life. Psychological influences on consumer behaviour free download as powerpoint presentation. Cultural, social, personal and psychological factors have great influence on consumer buyer behaviour. Being acquainted with psychological impact of colors. So, influence of cultural, social, personal and psychological factors on buying behavior will give marketers a clear understanding of behaviour patterns. The impact of psychological factors on consumer buying behavior. The impact of social factors affecting consumer behaviour on. Energizing force that stimulates behavior to satisfy a need. An understanding of consumer behaviour is essential in planning and programming the marketing system. Consumer behaviour jane priest is a teaching fellow at edinburgh business school and teaches parts of the on campus marketing course, as well as the consumer behaviour elective by distance learning. Consumer behaviour is a physiological process it is all related to the emotions of the consumer. Abstract due to various influencing factors to lowincome consumers in the market place we have taken only veblenian socio psychological factors culture, subculture, social class, reference group. The influence of behavioural psychology on consumer. If you continue browsing the site, you agree to the use of cookies on this website.
Factors influencing consumer behavior of smartphone users. Consumer behaviour in a general sense can be considered to be everything, as every aspect of our lives revolves around the consumption of goods and services. Consumer behavior involves services and ideas as well as tangible products. Factors influencing consumer behaviour from the viewpoint of the marketing strategist, the mix of cultural, social, personal and psychological factors which influence behaviour are largely noncontrollable. Human beings learn cognition through their day to day interaction. Consumer behaviour, buying behaviour abstract addressesone ofthefundamental issuesofemarketing. Consumer behaviour and factors influencing buyer behavior. Among the many factors that play a key role in virtual consumer behavior. Like any human behaviour, consumer behaviour is seen as determined and conditioned by the effect of certain factors. This paper is an attempt to analyze the consumer buying behaviour of durables, to examine the factors inducing the consumer buying behaviour. Once these lowerlevel needs have been met, people can move on to the next level of needs, which are for safety and security.
The internal influences that have effect on consumer behaviour consist of an. Some internal psychological factors influencing consumer choice. In this process the consumer starts with recognizing the need of the product, and then finds a way or a medium of solving these needs, makes purchase decisions like planning whether he should buy or not buy a certain product, and then he confirms the information, jots down a plan and then. Social influences on the consumer decision process.
There are four psychological factors that influence consumer behaviour. This in turn leads to psychodynamic processes that affect or influence their personality traits. Human wants, perceptions, values, and behaviour are learned from society, family other institutions. Family is a social group and it can be considered the cornerstone of consumers so. This led to paradigm shift of the manufacturers attention from product to. A conceptual frame work introduction consumer behaviour is a subset of human behaviour. And marketing concept is nothing but consumer oriented approach. The field of consumer behaviour is the broad study of individuals, groups or organisations and the process they use to select secure and dispose of products, services, experiences or ideas to satisfy needs and the impacts that these processes have on the consumer and society.
What are the factors influencing consumer behavior. Analyses the factors affecting the online consumer s behavior. Psychological factors influencing consumer behaviour instructor janne peltoniemi pages 46 supervisor birgitta niemi learning, and attitude and behaviour change. Factors affecting consumers buying decision in the selection. Studying consumer behavior includes the study of what, how, and why people are buying khajeh nasiri, 87. Which include the consumers mood or the amount of cash on hand. Awareness, environment and actions are important to understand, because they are the foundation of influence and conflict in consumer behavior. The level of motivation influences the buying behavior of the consumers. Pdf the impact of psychological factors on consumer. Various psychological factors influencing individual behavior are briefly explained as follows. Psychological influences on consumer behaviour consumer. Nov 26, 2019 peer pressure also influences consumer behavior. One formal definition of the field describes it as the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the. The nine main factors influencing consumer behaviour are 1.
Social factors, personal factors, psychological factors. Following are the factors which affect consumer behaviour. Additionally, it classifies the factors in different categories. Conflicts in consumer behavior motivation bizfluent. Consumer s buyer behaviour is influenced by four major factors. These factors cause consumers to develop product and brand preferences. Social influence and consumer behavior spring 20 curator. Until company satisfy the needs and wants of consumer. A consumer is someone who pays a sum to consume the goods and services sold by an organization.
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