The psychological factors affecting Consumer Behavior
There are four important psychological factors affecting the consumer buying behavior. These are perception, motivation, learning, beliefs, and attitudes.
Selecting, organizing and interpreting information in a way to produce a meaningful experience of the world is called perception. There are three different perceptual processes which are selective attention. selective distortion and selective retention. In case of selective attention, marketers try to attract the customer attention. Whereas. in case of selective distortion, customers try to interpret the information in a way that will support what the customers already believe. Similarly, in case of selective retention, marketers try to retain information that supports their beliefs.
The level of motivation also affects the buying behavior of customers. Every person has different needs such as physiological needs, biological needs, social needs etc. The nature of the needs is that some of them are most pressing while others are least pressing. Therefore a need becomes a motive when it behavior pressing to direct the person to seek satisfaction.
- Beliefs and Attitudes
Customer possesses specific belief and attitude towards various products. Since such beliefs and attitudes makeup brand image and affect consumer buying behaviour, therefore, marketers are interested in them. Marketers can change the beliefs and attitudes of customers by launching special campaigns in this regard.