When the need is urgent, it becomes a motive. Perception involves choosing, organizing and assimilating information for a meaningful experience. Consumers go through three perceptual processes. These are: • selective attention – where marketers attract the buyer’s attention • selective distortion – where the buyer interpret the information to suit their beliefs • selective retention – where marketers try to retain information that supports their beliefs Beliefs and Attitudes surround a consumer’s view of a product and alsobuild the brand image, thereby affecting their buying behaviour. This triggers a marketer’s interest in them.
The psychological factors are motivation, perception, learning, beliefs and attitudes which will affect consumer buying decision. Then it comes to the consumers buying decision process. The consumers need to recognise the quality and the price of the products. They will go for searching the information about the products they are going to buy. The consumers will make an evaluation of products they want to buy.
CUSTOMER ATTITUDE Customers are individuals with likes and dislikes. When the people in a particular group feel one way or another about a product, entity, service, person, place or thing, it is said to be a generally customer attitude that will affect the market of that person, product or entity in positive or negative ways. Marketers strive to affect consumers attitudes, and understanding the prevailing attitude is the 1st step to changing it if needed. One of the main reasons for conducting the market research is to understand consumers attitudes and Preferences. Attitudes will change the behavior.
Consumer behavior is the behavior that consumers in searching for, purchasing, using, evaluating, and disposing of product and services that they expect will satisfy their needs. It also defined as how they make decisions to use their available resources (time, money, effort) on consuming or purchasing items (Hawkins 2004). Also, according to Jagdish N. Sheth, customer behavior is the activities of the customers that result in decisions and actions to pay for purchase, and use products and services, whether it is a mental or physical activity. Consumer behavior can’t just change in a snap. But creating a niche by finding and focusing on very specific markets that might encourage change may do so.
People created identity from many aspects which influenced mostly by social identity and cultural identity. Social identity is the definition of personality characteristics, which are linked to social roles, such as the role of being a parent, friend, employer or employee (Bhugra and Becker, 2005). Culture identity is a shared sense of the same practices, beliefs, interests and principles of living. The cultural identity is related to heritage of people to help them to identify themselves by the traditions and cultural practices such as belief structure or religion, dress, languages, ways of life and
Behavioral segmentation is the reverse of group marketing. In the mass market, there is no market difference. Promotional pricing packaging is based on the same marketing plan that ignores consumer relationships with the product. The share of market share behavior by how consumers respond to use or knowledge of the product it can take into account how markets respond to prices and promote and learn how consumers manage their lives. This segmentation method takes into account consumers' opinions, interests and hobbies, and educates what consumers do.
In the Push and Pull theory, the push factors are described as those factors that are inherent in consumers. These factors are developed from a person’s personality and acquired learning from society and culture. It depends on the innate behaviour that is pre-existing such as a person’s mood, and attitude while learned behaviour consists of influence from family and friends. These factors can “Push” a person to make their decisions based on what is most ideal for them. Pull factors are those features that are part of the destination of venue.
Abstract: This study is about a literature review on Consumer Buying Behavior. This article presents a theory developed to explain why consumers make the choices on the products. And it contributes to a deeper understanding of the impact of different factors on consumer buying behavior.It is useful for understanding how they buy the products and what they like what they find from the product etc. This is truth that people buy those products with which they are psychologically attached. This study tells us about new things in the field of consumer buying behavior of consumers pertaining to the local markets.
With the help of free and meandering discussion strategy the personality characteristics, attitude, prejudices, feelings and the likes can be disclosed which in turn would provide the psychoanalyst the necessary awareness into the personal and social influences which resolve the buying behaviour. Traditions, cultural sub groups, and communal sects are predominantly imperative drives on customer purchasing nature. An individual’s desires and attitude is determined by the culture which is the basic disadvantage of humanity. A child obtains values, perceptions, preferences and behaviours with the association of its family and other essential establishments. Besides cultural factors, social factors like reference groups and family, social roles and statuses have an effect on customer’s purchasing behaviour.