STUDY TO ENLIGHTEN YOURSELF
ELEMENTS OF PERCEPTION IN CONSUMER BEHAVIOR Perception is the process by which individuals select, organize, and interpret their sensory impressions in order to give meaning to their environment. However, what we perceive can be substantially different from objective reality. We often disagree about what is real. Consumers are faced with a wide variety of stimuli…
NEED TO STUDY PERCEPTION IN CONSUMER BEHAVIOR Perception is a process of receiving, selecting, and interpreting environmental stimuli involving the five senses. Through perception, we define the world around us and create meaning from our environment. For example, consumers eat ice cream, and it feels cold and tastes sweet. People look upward, see blue, and…
SELF CONCEPT THEORY IN CONSUMER BEHAVIOR Self concept theory in consumer behavior holds that an individuals have a concept of self-based on who they think they are (the actual self) concept of who they think they would like to be (the ideal self). Self-concept is often described as the totality of an individual’s thoughts and…
Read More “SELF CONCEPT THEORY IN CONSUMER BEHAVIOR – EXPLAINED WITH EXAMPLES” »
HOW IDENTITY AFFECTS PURCHASE BEHAVIOR Self-concept describes how consumers see themselves and how they think other people see them. So it is an important concept to determinant of consumer behavior. Consumer attempts to support their self-concepts by using those products that communicate particular personal characteristics to themselves. For example, self-concept is the basis for why…
HOW SELF CONCEPT AFFECTS CONSUMER BEHAVIOR By understanding self-concepts and how they affect consumers, one can use the knowledge to position your products in a way that’s attractive to consumers, thereby causing them the desire to purchase. The following list provides to marketer with information on how self-concepts affect consumer behavior: ·       Individuals perceive themselves…
MEASUREMENT OF MOTIVATION IN CONSUMER BEHAVIOR- MEASURING MOTIVES It is not easy to measure human motives. The attempts made earlier proved to be too complex. Apart from the practical difficulties involved in putting people into an activity wheel. The very idea of measuring human motivation through activity is ridiculous. The main reason is that at…
Read More “MEASUREMENT OF MOTIVATION IN CONSUMER BEHAVIOR – MEASURING MOTIVES” »
McGuire PSYCHOLOGICAL MOTIVES – McGuire’s Theory McGuire Psychological Motives: Richard H. McGuire proposed a system of psychological motives that individuals have when processing persuasive messages. According to his model, there are six primary motives: Need for Consistency: People seek to be consistent in their attitudes and behaviours. Persuasive messages that align with pre-existing beliefs are…
Read More “McGuire Psychological Motives – McGuire’s Theory” »
CONSUMER MOTIVATION – FEATURES, NEED AND IMPORTANCE Consumer Motivation is the driving force within individuals that impels them to action. Consumer motivation is what that stimulates all human behaviour. The process of motivation is initiated by the tension an unsatisfied want creates. An individual makes all possible efforts to reduce that tension. The needs or…
Read More “CONSUMER MOTIVATION – FEATURES, NEED AND IMPORTANCE” »
IMPACT OF PROMOTION ON CONSUMER BEHAVIOR Marketing strategies impact of daily lives of the consumer significantly: 1. They act as the source of information for new products/services available in the market. 2. It influences the way they think and perceives, their beliefs, thoughts, attitudes and their buying decisions. On an average, a consumer is exposed…
Read More “IMPACT OF PROMOTION ON CONSUMER BEHAVIOR – POSITIVE IMPACTS” »
HOW TO DEVELOP CUSTOMER CENTRIC PROMOTION STRATEGY Your promotion strategy is the part of your marketing strategy that explains how you’ll bridge the gap between the places where you’re selling your product or service and the places and ways your customers gather and absorb information. A complete promotion strategy contains a description of the promotion…
Read More “HOW TO DEVELOP CUSTOMER CENTRIC PROMOTION STRATEGY” »
