factor affecting c.b
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This document discusses psychological factors that affect consumer buying behavior. It covers motivation, perception, memory, learning, and attitudes. Specifically, it discusses Maslow's hierarchy of needs and Herzberg's two-factor theory in relation to motivation. For perception, it covers selective attention, subliminal perception, selective retention, and selective distortion. It provides examples to illustrate each concept and how they influence consumer choices and brand preferences.
factor affecting c.b
- 1. MM. PRESENTATION PRATIK DATTANI SEC – (C) M.B.A ROLL NO – 44 TOPIC-PSYCHOLOGICAL FACTOR AFFECT TO THE C.B 1
- 2. 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. 2
- 3. FACTORS AFFECTING CONSUMER BEHAVIOR: PSYCHOLOGICAL 3 Psychological Factors Affecting Buyers Choices Motivation Perception MEMORY Learning & attitude
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- 7. MASLOW’S HIERARCHY OF NEEDS
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- 11. PERCEPTION Selective Attention Subliminal Perception Selective Retention Selective Distortion
- 12. 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.
- 13. 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.
- 14. 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.
- 15. 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)
- 16. SELECTIVE DISTORTION Selective distortion is the tendency to interpret information in way that fits our preconception. e.g. dell laptop
- 17. 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
- 18. MEMORY - MENTAL MAP OF LIC
- 19. 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.
- 20. E.G 1-HIMALAYA SHAMPOO 2- MOUTHWASH (HI-ORA)ALCOHOL FREE PROTECTION AGAINT BAD BREATH &GERM
- 21. CONSUMER ATTITUDES Enthusiastic Positive Indifferent Negative Hostile
Editor's Notes
- #22: Five consumer attitudes about products are: enthusiastic, positive, indifferent, negative, and hostile. Door-to-door workers in a political campaign use attitude to determine how much time to spend with each voter. They thank enthusiastic voters and remind them to vote, reinforce those who are positively disposed, try to win the votes of indifferent voters, and spend no time trying to change the attitudes of negative and hostile voters.