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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