The document discusses key factors that influence consumer behavior from a psychological perspective: 1. Motivation and needs drive consumer purchasing behavior as people seek to fulfill basic needs and wants. Marketers can position products as meeting these underlying needs. 2. Perception, attention, memory, and beliefs shape how consumers view products and brands. Marketers employ tactics like humor and repetition to gain attention and influence perceptions. 3. Learning and conditioning affect preferences as consumers learn about product experiences over time which can change their beliefs. Marketers provide information to change prior perceptions. 4. Attitudes and beliefs also guide choices as consumers are drawn to brands that align with their values. Marketers position products to associate with positive traits.

1. Consumer Behavior- 2015 - Prof. Rajesh Satpathy

2. Convincing consumers that whatever you or your firm selling and
what buyer ought to be buying is the central job of the marketer
and the advertiser.
To succeed in positioning your brand as the right solution to
consumers' problems or needs, take advantage of the psychological
system of belief that explain and predict what people buy.
Four basic factors underlie the decisions consumers make when
they spend.
PSYCHOLOGICAL FIELDS & MARKETERS
Liril Bath Soap, Dove Soap

3. Motivation and Need:
Needs motivate buying behavior. You buy food when you're hungry,
protective gear to feel safe, branded clothing to look stylish,
education to enable accomplishment and self-improvement to
reach self-actualization.
Now we will go back to the pinnacle of psychologist Abraham
Maslow's hierarchical pyramid of needs.
The more basic the need, the greater the priority it assumes in
driving consumers to fulfill it. If you can convince consumers that
your product or service meets one of their motivating drives, you
can convince them to buy what you're selling where Advertising
can help associate a product with need fulfillment.
Example: Philips Electric Shaver to avoid Nick n Cuts
PSYCHOLOGICAL FIELDS & MARKETERS

4. Perception, Attention, Distortion and Retention:
The selective way in which the human mind views the world
around it and the information that reaches it forms the basis of
perception.
To get attention, you can use shock tactics, surprise, humor or any
device that makes people watch and listen. Once you get
consumers' attention, you must induce them to remember your
message without filtering it through the "distortion field" of their
outlooks and mindsets.
Examples: LIC of India, SBI Life as Shock Tactics & Coca Cola for
Humor
PSYCHOLOGICAL FIELDS & MARKETERS

5. Perception, Attention, Distortion and Retention:
Repetition helps make your information stick. That simple concept
helps explain how often you see the same ad and how many times
it repeats an important part of its message, such as the phone
number to call in a direct-response TV spot.
Example: Domino’s Pizza, Tata DoCoMo’s *121#
PSYCHOLOGICAL FIELDS & MARKETERS

6. Learning and Conditioning:
Consumers can gain decision-making information from advertising,
especially about products in categories beyond their experience.
If a commercial message convinces consumers to try a product but
their post-purchase experiences prove dissatisfying, they learn to
avoid that product, even if it changes enough to negate their prior
dissatisfaction.
Examples: Moov Gel or Sprayer, Volini by Ranbaxy, Amrutanjan
PSYCHOLOGICAL FIELDS & MARKETERS

7. Learning and Conditioning:
In response, the advertiser must try to teach consumers another
message about the product, one that removes prior conditioning in
favor of new information.
Conditioning also explains how rewards, gifts with purchases and
messages work to train your mind to prefer one product in a
category over another.
Example: Dettol Kitchen, New Lifebuoy Hand wash
PSYCHOLOGICAL FIELDS & MARKETERS

8. Beliefs and Attitudes:
What consumers believe about a seller, product or service affects
whether and what they buy.
If a company appears to share your values, it may attract your
business. If you perceive a product as beneficial or its competition
as harmful, you move toward one and avoid the other.
Advertising strives to position products so they appear associated
with positive traits and to counteract beliefs that interfere with the
products' ability to attract buyers.
PSYCHOLOGICAL FIELDS & MARKETERS
Mercedes Benz

9. Beliefs and Attitudes:
Consumer behaviour has two aspects - final purchase behaviour
and decision making process. Purchase behaviour is visible to us,
but the decision making process involves number of complex
variables which are not visible to us.
Purchase behaviour is the end result of long decision making
process.
The study of consumer behaviour attempt to understand the
decision making processes of buyers.
PSYCHOLOGICAL FIELDS & MARKETERS

10. Beliefs and Attitudes:
Behaviour of an individual consumer is not only influenced by his
internal factors, but also by factors external to him and beyond his
control.
There are various internal and external factors that have influences
on consumer behaviour. These factors are also called determinants
of consumer behaviour.
Following are the main factors that influences consumer behaviour,
categorized as internal influences and external influences.
PSYCHOLOGICAL FIELDS & MARKETERS

11. Internal Influences
Personal Factors
1. Age
2. Income
3. Occupation
4. Life Style
5. Personality
Psychological Factors
1. Motivation
2. Perception
3. Learning
4. Beliefs & Attitude
PSYCHOLOGICAL FIELDS & MARKETERS

12. External Influences:
Cultural Factors
1. Culture
2. Sub Culture
3. Social Class
Social Factors
1. Family
2. Reference Group
3. Role & Status
PSYCHOLOGICAL FIELDS & MARKETERS

13. INFLUENCES OF CONSUMER BEHAVIOUR / “DETERMINANTS OF CB”

14. PSYCHOLOGICAL FIELDS & MARKETERS
Consumer behaviour is simple a large subset of larger field of
human behaviour and an extended field of marketing attracting
researchers and marketers from past few decades.
Study of consumer behaviour is very important to the marketers
because it enables them to understand and predict buying
behaviour of consumers in the marketplace and it helps in deriving
marketing strategies.

15. Thank You!