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MM. PRESENTATION
PRATIK DATTANISEC – (C)
M.B.AROLL NO – 44
TOPIC-PSYCHOLOGICAL FACTOR AFFECT TO THE C.B
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WHAT IS CONSUMER BUYING BEHAVIOR?
DEFINITION Consumer Buying Behavior refers to the buying behavior of final consumers -individuals & households - who buy goods and services for personal consumption. These final consumers make up the consumer
market.
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FACTORS AFFECTING CONSUMER BEHAVIOR: PSYCHOLOGICAL
PsychologicalFactors Affecting
Buyers Choices
Motivation
Perception
MEMORY
Learning & attitude
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MOTIVATION
Maslow’sHierarchyof Needs
Herzberg’sTwo-Factor
Theory
MASLOW’S HIERARCHY OF NEEDS
HERZBERG’S TWO-FACTOR THEORY
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PERCEPTION
Selective Attention
Subliminal Perception
Selective Retention
Selective Distortion
SELECTIVE ATTENTION
People are more likely to notice stimuli that relate to a current need.
e.g.- a person who is motivated to buy a computer will notice computer ads & be less likely to notice dvd ads. Seller should have to do maximum efforts to
attract the customer.
People are more like to notice stimuli they anticipate.
E.g.- you are more likely to notice computer than radio in a computer store because you don’t expect the store carry radio.
People are more likely to notice stimuli whose deviations are large in relationship to the normal size of the stimuli.
E.g.- you are more likely to notice an ad. & offering rs.5000 off the list price. than offering one offering rs.250 off.
SELECTIVE RETENTION
Selective retention means that we are likely to remember good points about a product
we don’t like particular brand. forget good points about products. Because of our belief & attitude.
e.g. L.G. washing machine (remember)
Videocon washing machine(forget)
SELECTIVE DISTORTION
Selective distortion is the tendency to interpret information in way that fits our preconception.
e.g. dell laptop
SUBLIMINAL PERCEPTION
The selective perception mechanism require consumers active engagement & thought. A topic that has fascinated armchair marketers for age is subliminal perception.
e.g. in a future your attitude become a positive towards a particular brand or services. With the help of advertise. Because of quality improvements.
-Your potentiality may be also increase toward a Videocon brand. Than you will be ready to purchase
e.g – Videocon a.c or TV
MEMORY - MENTAL MAP OF LIC
LEARNING
Learning includes changes in our behaviour arise from experience,
Suppose you buy a h.p laptop. If your experience is rewarding , your response to computer & h.p will be positive. Than after, when you want to buy a printer , you may assume that because h.p makes good laptop.
h.p also makes good printers.in other words. You generalize & give positive response towards a hp laptop & printers.
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CONSUMER ATTITUDES
Enthusiastic Positive Indifferent Negative Hostile