Psychological Factors Which Influence Consumer Behaviour

[attachment=17807]
What is Consumer Behaviour

The study of consumer behaviour is the study of how individuals make decisions to spend their available resources ( time, money, effort) on consumption related items. It includes study of What they buy, Why they buy it , When they buy it, Where they buy it, How often they buy it and how often they use it.

Motivation

A motive is a need that is sufficiently pressing to direct the person to seek satisfaction
Motivation research is based on Freud; Looks for hidden and subconscious motivation
Maslow ordered needs based on how pressing they are to the consumer

Beliefs and Attitudes


Belief
a descriptive thought about a brand or service
may be based on real knowledge, opinion, or faith
Attitude
describes a person’s evaluations, feelings and tendencies toward an object or idea
They are difficult to change