Lec 11-Understanding Consumer Behavior-2

Summary

This video script delves into the understanding of consumer behavior and the factors influencing the purchase decision process. It covers situational influences such as purchase tasks, social and physical surroundings, temporal effects, and antecedent states. The script also explores psychological influences including motivation, personality, self-concept, perception, and perceived risk. The discussion highlights the importance of these elements for marketers to effectively engage consumers and influence their buying behaviors.

Takeaways

• 🛍️ Consumer purchase decisions are influenced by situational factors such as the purchase task, social surroundings, physical surroundings, temporal effects, and antecedent states.
• 🎁 The reason for the purchase (purchase task) can significantly alter the decision-making process, especially when buying for oneself versus buying a gift.
• 👥 Social surroundings, including the presence of others, can impact purchasing behavior, with some consumers buying more when influenced by others.
• 🏢 Physical surroundings like store decor, music, and crowding can also alter consumer purchase decisions, affecting the overall shopping experience.
• ⏰ Temporal effects, such as the time of day or the amount of time available, influence consumer choices, especially in daily routines like breakfast and lunch.
• 💰 Antecedent states, including a consumer's mood and financial situation, can sway purchasing behavior and the choice of products or services.
• 🧐 Psychological influences play a crucial role in consumer behavior, with motivation, personality, perception, learning, values, beliefs, attitudes, and lifestyle being key factors.
• 🌟 Motivation is the driving force behind consumer behavior, stemming from the need to satisfy various levels of needs, from basic physiological needs to self-actualization.
• 💡 Personality traits guide consumer behavior, with different traits like assertiveness or aggression influencing the types of products or brands a consumer prefers.
• 🤔 Perception involves the process of selecting, organizing, and interpreting information, which can differ greatly among individuals, affecting how they view products or services.
• 🛡️ Perceived risk represents the anxiety consumers feel when uncertain about the outcome of a purchase, which can be mitigated by strategies like warranties and endorsements.

Q & A

What are the five situational influences that affect the consumer purchase decision process?

The five situational influences are the purchase task, social surroundings, physical surroundings, temporal effects, and antecedent states.

How does the purchase task influence consumer decision-making?

The purchase task is the reason for engaging in decision-making, and it affects the search for information and the evaluation of alternatives, which may differ depending on whether the purchase is for a gift or for the consumer's own use.

What is the impact of social surroundings on consumer purchases?

Social surroundings, including other people present during a purchase decision, can influence what is purchased. For example, consumers shopping with children may buy 40 percent more items than those shopping alone.

Can you explain the role of physical surroundings in altering purchase decisions?

Physical surroundings such as decor, music, and crowding in retail stores can change how purchase decisions are made, affecting the overall shopping experience and consumer choices.

What are the effects of temporal factors on consumer behavior?

Temporal effects, such as the time of day or the amount of time available, can influence consumer behavior, including decisions about where to have breakfast or lunch and what to order.

How do antecedent states affect consumer purchase behavior?

Antecedent states, which include the consumer's mood or the amount of cash on hand, can influence purchase behavior and the choice of purchase, reflecting the consumer's current emotional and financial state.

What is motivation in the context of consumer behavior?

Motivation is the energizing force that stimulates behavior to satisfy a need. It is a key psychological concept that marketers use to understand and influence consumer actions.

Can you describe the hierarchy of needs as per the script?

The hierarchy of needs consists of five levels: physiological needs (e.g., food, water, shelter), safety needs (e.g., freedom from harm, financial security), social needs (e.g., friendship, belongingness, love), esteem needs (e.g., status, respect, prestige), and self-actualization needs (e.g., self-fulfillment).

How does personality guide consumer behavior?

Personality refers to a person's consistent behavior or responses to recurring situations. Traits such as assertiveness, extroversion, compliance, dominance, and aggression guide and direct consumer behavior, influencing their choices and preferences.

What is the concept of self-concept and its relevance to consumer behavior?

Self-concept is the way people see themselves and how they believe others see them. It consists of the actual self-concept, which is how people view themselves, and the ideal self-concept, which is how people would like to be seen. This concept influences consumer choices, as it reflects their identity and aspirations.

What is selective perception and how does it affect the consumer decision process?

Selective perception is the process by which consumers filter information based on exposure, comprehension, and retention. It affects the consumer decision process by influencing which information is attended to, interpreted, and remembered, impacting the search for and evaluation of information.

What is perceived risk and how does it influence consumer behavior?

Perceived risk represents the anxiety felt when a consumer cannot anticipate the outcome of a purchase and believes there may be negative consequences. It influences consumer behavior by affecting the extent of the information search process, with higher perceived risk leading to more extensive external searches.

What strategies can companies use to reduce perceived risk and encourage purchases?

Companies can reduce perceived risk by obtaining seals of approval, securing endorsements from influential people, providing free trials of the product, giving extensive usage instructions, and offering warranties and guarantees.

Outlines

00:00

🛍️ Understanding Consumer Behavior and Situational Influences

This paragraph introduces the topic of consumer behavior, focusing on situational influences that affect the consumer purchase decision process. It outlines five key situational influencers: purchase task, social surroundings, physical surroundings, temporal effects, and antecedent states. The summary explains how each factor can impact consumer choices, such as the difference in decision-making when buying a gift versus for personal use, the influence of others present during the purchase, the effect of store ambiance, time constraints on meal choices, and the role of mood and cash availability on purchasing behavior.

05:01

🧐 Psychological Influences on Consumer Behavior

The second paragraph delves into psychological influences on consumer behavior, emphasizing the role of psychology in helping marketers understand consumer actions. It discusses motivation as the driving force behind behavior to fulfill needs, referencing Maslow's hierarchy of needs to explain the progression from basic to higher-level needs. The paragraph also touches on personality traits and how they guide consumer actions, providing examples of how different personality types, such as compliant and aggressive individuals, may prefer certain brands or products.

10:04

💡 The Impact of Personality and Self-Concept on Consumer Decisions

This paragraph explores the concept of personality and self-concept in relation to consumer behavior. It describes personality traits such as assertiveness and extroversion and how they can influence product preferences. The self-concept, including the actual and ideal self, is discussed in terms of how it affects consumer choices, such as the types of products purchased and the stores visited. The paragraph also explains how marketers can leverage these psychological aspects to target consumers more effectively.

15:05

👀 Perception and its Role in Consumer Decision-Making

The fourth paragraph examines perception as a key component of consumer decision-making. It describes perception as the process of selecting, organizing, and interpreting information to form a meaningful understanding of the world. The summary covers different types of perception, including selective perception, which involves exposure, comprehension, and retention. Examples are given to illustrate how selective perception can affect consumer choices and the importance of perception in mitigating perceived risks associated with purchases.

20:06

⚠️ Perceived Risk and Strategies to Mitigate It

This paragraph discusses the concept of perceived risk, which is the anxiety consumers feel when uncertain about the outcome of a purchase due to potential negative consequences. It outlines various examples of perceived risks, such as financial, physical, performance, and psychological risks. The summary also presents strategies that companies can use to reduce perceived risk, such as obtaining seals of approval, securing endorsements, offering free trials, providing detailed instructions, and giving warranties and guarantees.

25:12

🎉 Conclusion of the Module on Consumer Behavior

The final paragraph wraps up the module by summarizing the key points discussed regarding the influences on consumer behavior, both situational and psychological. It mentions the importance of understanding these influences to develop effective marketing strategies. The paragraph concludes by acknowledging the sources of the material and thanking the audience, indicating the end of the presentation.

Keywords

💡Situational Influences

Situational influences refer to the external factors that affect a consumer's purchase decision process. In the video, these are broken down into five categories: purchase task, social surroundings, physical surroundings, temporal effects, and antecedent states. These influences are crucial as they can alter consumer behavior in various purchasing situations, such as buying a gift versus a personal purchase, or the impact of a crowded store on a consumer's choice.

💡Consumer Purchase Decision Process

The consumer purchase decision process is the sequence of stages a consumer goes through when making a purchase. The video discusses how this process is influenced by both situational and psychological factors. It is central to understanding consumer behavior as it outlines the steps from problem recognition to the final purchase and post-purchase evaluation.

💡Psychological Influences

Psychological influences are the internal factors that shape consumer behavior, including motivation, personality, perception, learning, values, beliefs, attitudes, and lifestyle. The video emphasizes their importance in marketing, as understanding these influences helps in predicting and shaping consumer responses to marketing strategies.

💡Motivation

Motivation is defined as the driving force behind consumer behavior, aiming to satisfy a need. The video explains motivation through the lens of a hierarchy of needs, suggesting that once a basic need is met, consumers are motivated to fulfill higher-level needs. For instance, a McDonald's advertisement might aim to activate the need for food, which is a fundamental motivation.

💡Hierarchy of Needs

The hierarchy of needs, as presented in the video, is a classification scheme that prioritizes human needs in a sequence from basic to more complex. It starts with physiological needs like food and water, followed by safety, social, esteem, and self-actualization needs. This concept helps marketers understand the different levels that might drive consumers to make a purchase.

💡Personality

Personality, in the context of the video, refers to the consistent behaviors or responses of an individual in various situations. It guides and directs consumer behavior and is closely tied to motivation. The video gives examples of how different personality traits, such as compliance or aggression, can influence product preferences and brand choices.

💡Self-Concept

Self-concept is the perception individuals have of themselves and how they believe others perceive them. The video distinguishes between actual self-concept, which is how people see themselves, and ideal self-concept, which is how they would like to be seen. Marketers use this understanding to position products that align with consumers' self-image.

💡Perception

Perception is the process through which individuals select, organize, and interpret information to create a meaningful understanding of the world around them. The video discusses different types of perception, such as selective perception, which includes selective exposure, comprehension, and retention, affecting how consumers process marketing messages and make purchasing decisions.

💡Selective Perception

Selective perception is the phenomenon where consumers filter information based on their attitudes and beliefs. The video explains that this can occur due to selective exposure, comprehension, and retention, which means consumers are more likely to notice, interpret, and remember information that aligns with their pre-existing views.

💡Perceived Risk

Perceived risk is the anxiety consumers feel when they cannot anticipate the outcome of a purchase and fear potential negative consequences. The video describes how perceived risk can influence the extent of a consumer's information search, with higher perceived risk leading to more extensive external searches for information to mitigate the risk.

💡Marketing Mix

The marketing mix, also known as the '4Ps,' includes product, price, place, and promotion. The video mentions that these elements are part of the situational influences on consumer behavior. Understanding the marketing mix is essential for marketers as it forms the basis of their strategies to influence consumer purchasing decisions.

Highlights

Understanding consumer behavior is crucial for market success, with situational influences and psychological factors playing key roles in the consumer purchase decision process.

Five main situational influencers on purchase decisions include the purchase task, social surroundings, physical surroundings, temporal effects, and antecedent states.

The purchase task, such as buying a gift versus personal use, affects the search for information and evaluation of alternatives.

Social surroundings, like the presence of children, can increase consumer purchases by up to 40%.

Physical surroundings in retail stores, such as decor, music, and crowding, can alter consumer purchase decisions.

Temporal effects, including time of day, influence consumer choices for meals and other purchases.

Antecedent states like mood and cash availability can sway purchase behavior and choices.

Credit card users tend to purchase more than those using cash or debit cards, indicating a link between payment methods and spending behavior.

Psychological influences on consumer behavior include motivation, personality, perception, learning, values, beliefs, attitudes, and lifestyle.

Motivation stems from unmet needs and is a driving force behind consumer behavior to achieve satisfaction.

Maslow's hierarchy of needs is discussed, outlining a progression from basic physiological needs to self-actualization.

Personality traits such as assertiveness and extroversion can predict consumer preferences for certain brands or products.

Self-concept, including actual and ideal self, influences consumer choices and can be reflected in the products and stores they patronize.

Perception involves the selection, organization, and interpretation of information, leading to varied consumer interpretations of the same product.

Selective perception, including exposure, comprehension, and retention, affects how consumers process marketing messages and product information.

Subliminal perception is a debated topic with limited evidence supporting its impact on consumer behavior.

Perceived risk represents consumer anxiety over potential negative outcomes of a purchase and influences the extent of information search.

Strategies to reduce perceived risk include obtaining seals of approval, securing endorsements, providing free trials, instructions, and warranties.

The module concludes with a discussion on the importance of understanding both situational and psychological influences for effective marketing strategies.

Transcripts

foreign

[Music]

[Applause]

[Music]

introduction to marketing Essentials and

we are talking about a part two that is

understanding bias and markets

and the topic that we are discussing is

understanding consumer behavior and let

us see what are the things that will be

covered in this module so in this module

we will understand the situational

influences that affect

the consumer purchase decision process

and then we will identify major

psychological influences on consumer

Behavior so in the last module we

covered

how the level of involvement and product

knowledge creates variation in the

consumer purchase decision process

similarly the purchase decision process

is often affected by purchase situations

now let us look at the situational

influences how the purchase decision

they are affected by purchase situations

so what are these situational influences

five situational influencers have and

impact on the purchase decision process

so these five are the first is the

purchase task

the second situational influences social

surroundings

physical surroundings

temporal effects and antecedent States

so the purchase task is the reason for

engaging in the decision making

thus search for information and the

evaluation of Alternatives May differ

depending on whether the purchase

is for a gift which often involves

social visibility or it is for the

consumers or the buyers own use so now

you see that how decision making is

changing depending upon whether you want

to give it as a gift or you want to

purchase it for your own use social

surroundings including the other people

present when a purchase decision is made

may also affect what is purchased

so consumers are complete by children

may buy 40 percent more items than

consumers shopping by themselves now let

us look at the physical surroundings

physical surroundings means

Decor music and crowding in retail

stores May alter how purchase decisions

are made temporal effect such as the

time of the day or the amount of time

available

will influence

where consumers have breakfast and lunch

and what is ordered

finally

the antecedent states which include the

consumer's mood

or the amount of cash on hand can

influence purchase Behavior and the

choice of purchase whether I am in a

good mood or bad mood and the amount of

cash that I am carrying so that is

called as antecedent States so these are

the five factors that affect the

consumer decision making process for

example consumers with credit cards

purchase more than those with cash or

debit cards in the next figure that is

figure 8.1 it shows many influences that

affect the consumer purchase decision

process the decision to wire product

also involves important psychological

and social cultural influences

these two influences are covered in the

later part of this course marketing mix

influence are discussed in the part 4 of

this course

so now let us look at the situational

influences so one influence is marketing

mix influence that is product Price

Place promotion that we will talk about

in the part 4 of this course

then there are some social cultural

influences

like personal influences

reference groups family social classes

and the cultures and the various

subcultures within that culture

then there are some psychological

influences what are those

motivation and personality perception

learning values beliefs and attitude and

lifestyle

and then there are some situational

factors that we have just talked about

that is the purchase task social

surroundings physical surroundings

temporal effect and antecedent state so

these are the this figure this figure

eight point one it shows the various

influences on the consumer purchase

decision process

and it comes from both the internal and

external sources now let us look at what

are the psychological influences on

consumer Behavior psychology helps

marketers understand why and how

consumers behave

as they do so why do they behave so and

how do they behave

some particular psychological concepts

are useful for interpreting buying

processes and directing marketing

efforts

and these includes

motivation and personality

perceptions and perceived risk

learning values beliefs and attitudes

and

lastly the lifestyle

motivation and personality are two

familiar psychological Concepts that

have specific meaning and marketing

implications

these concepts are closely related

and are used to explain why people do

something and others do not do those

things so let us start with motivation

so what is motivation

motivation is the energizing force that

stimulate Behavior to satisfy a need so

this is a energizing force that

stimulates the behavior that tells the

consumer that you have a consumer that

you have a need and it has to be

satisfied because consumer needs are the

focus of the marketing concept

marketers try to arouse those needs so

they want to tell consumers about those

needs

and and individuals needs are boundless

people possess psychological needs for

Basics such as water shelter and food

they also have learned needs that

include self-esteem achievement and

affection psychologist they point out

that these needs may be

hierarchical

that is one psychological needs are met

people seek to satisfy their learned

need so they move from lower to the next

10 to the next level

so several times these needs ah comes in

hierarchy now this is the figure 8.2

that shows one need hierarchy and

classification scheme that contains five

need classes so this figure it shows it

is based on the idea that motivation

comes from a need if a need is met it is

no longer a motivator so a higher level

need becomes a motivator so as soon as a

need is satisfied it is no longer a

motivator then the consumer mode moves

on to the next need and then to the

third need but higher level needs demand

support of lower level needs so these

are the five levels of need this is a

hierarchy that person moves from lower

or needs to higher order needs at the

most basic

or the psychological needs that are what

food Water Shelter oxygen Etc

the next is for the safety needs that is

freedom from harm Financial Security

above them comes social needs that is a

need for friendship

belongingness and love

above them comes the personal leads that

is status respect prestige

they are also called as esteem needs and

then comes the top comes self

actualization needs that is

self-fulfillment

so now this psychological needs are

Basics to survival and must be satisfied

first a McDonald advertising featuring a

cheeseburger attempt to activate the

need for food

safety needs

that is the next table of needs they

involve

self-preservation as well as physical

and financial well-being smoke detectors

and Burglar Alarm manufacturers focus on

these needs that is the safety needs

so do insurance companies and retirement

plan advisors the third set of needs

that we are not talking of are the

social needs so social needs are

concerned with love and friendship

dating services such as Match.com and

matrimony.com and Harman eHarmony and

fragrance companies try to all those

fragrance companies all those deodorant

and perfume companies they try to arouse

those needs

then comes the personal all the or the

esteem needs that include the need for

achievement

status

Prestige and self respect

at the top are self-actualization needs

that involve personal fulfillment

self-fulfillment so motivation sometimes

firms tries to arouse multiple needs

to stimulate a problem recognition for

instance

C8 has combined safety with car owners

fetish for accessories to promote tire

replacement for automobiles so it is not

only about the safety of the car owners

but they are also promoting promoting

different accessories

another important variable or the

psychological influence on consumer

behavior is that of personality

so while motivation is the energizing

force that makes consumer Behavior

purposeful

or consumers personality guides and

direct that behavior

so what is personality personalities

refers to a person's consistent Behavior

or responses to recurring situations

although many personality theories exist

most identify key traits

that is the enduring characteristics

within a person or in his or her

relationship with others

such traits include

assertiveness

extroversion compliance dominance

and aggression among some other these

states are inherited or formed at an

early age and change little over the

years

so research suggests that compliant

people prefer known brand names and use

more mouthwash and toilet soap

aggressive types they use razors not

electric shavers

apply more cologne and aftershave

lotions

and purchase signature Goods such as

Gucci and donor current as an indicator

of status now you see that the compliant

so one one personality type is that of

compliant people they use more mouthwash

and toilet soap another type of

Personality are aggressive types so

these people they use razors but not

electric shavers

they use After Shave noise lotions and

they use luxury products like Gucci and

so on so forth

these personality characteristics

are often revealed in a person's

self-concept so now you see how related

the concept of personality and

self-concept are so these personality

characteristics are often revealed in a

person's self-concept

self-concept is the way people see

themselves and the way they believe

others see them so self-concept consists

of two things

one is

the way people see themselves that is

the first one

but and also the way they believe others

see them

so it is the combination of these two

so these personality characteristics

they are often revealed how they are

revealed they are really revealed in

their self-concept and this self-concept

is

how they see themselves and how they

believe others see themselves

marketers recognize that people have an

actual self-concept and an ideal

self-concept so now keep in mind that

this self-concept is way people see them

self and they and how do they believe

that others see them

so that is self-concept now this

self-concept can be of two types one is

the actual self-concept and another is

ideal self-concept actual self concept

refers to how people actually see them

and the ideal self-concept describes how

people would like to see them

so now in this self-concept there are

two things the actual self concept and

the ideal self-concept now these two

types of self images

or self Concepts they are reflected in

first the production brand a person buys

for example the types of automobile the

home appliances and Furnishings the

magazine that he buys

Electronics clothing grooming and

Leisure product and the second is the

store in which a person shops so this

two self images they are reflected in

these two things one is the production

branch that you buy and also the stores

from which he buys so one person may see

a BMW as a mark of achievement

and other C is as ostentatious now why

this so happens

that two person are looking at the same

thing ah differently that is the result

of perception so we have moved from

Lifestyles to self-concept and now to

perception

perception is the process by which an

individual selects

organizes

and interpret information

so he selects

organizes and interpret he does three

things

selection organization and

interpretation of information to create

a meaningful picture of this world so

perception is different people have

different perceptions that is they have

different processes to select organize

and interpret information

for painting a meaningful picture of

this world that is why two different two

people are looking at BMW differently

one of them they find it as a mark of

achievement another set of people they

find is find it as ostentatious

so these are the perception that is the

process by which the individual select

organizes and interpret information to

create a meaningful picture of this

world now

there are different types of perceptions

one is selective perception

because the

average consumers operate in a complex

environment

the human brain

attempts to organize and interpret

information

with the process that is called as

selective perceptions so every person is

gets lots of information every day lots

of information about products about

Brands about the retailers from where to

buy

so obviously all of all of that

information cannot be stored in the

memory so for that consumers use

selective perception

it is filtering of the information on

the basis of exposure

comprehension and retention

so we had we have talked about the

personality the self-concept

perceptions

selective perceptions so this selective

perception can happen because of the

first thing is exposure the second is

comprehension and the third is retention

let us look at the selective exposure

selective exposure occurs when person

pay attention to messages that are

consistent with their attitudes and

beliefs and ignore messages that are

inconsistent with their attitudes and

beliefs selective exposure often occurs

in the post purchase stage of the

consumer decision process

when consumers read advertisement of the

brand they just brought so that is

selective exposure

it also occurs when a need exists you

are more likely to see a McDonald

advertisement when you are hungry rather

than after you have eaten a pizza

so now you are

through with Selective exposure

the next stage of this selective

perception is comprehension

after having gone through selective

exposure now comes selective

comprehension

selective comprehension involves

interpreting information

so that it is consistent with our

attitude and belief so first is that I

gathered information that was

consistent with my attitudes and beliefs

the second is then I

interpret that information depending

upon my attributes and beliefs of

marketers failure to understand this can

have disastrous results for example

Toro introduced a small lightweight snow

blower called the snow puff even though

the product worked sales field to meet

expectations why

Toro later found out that consumers

perceived the name to mean the snow pup

was a toy or too light to do any serious

snow removal

when the product was renamed is no

master

the sales increased sharply the next

stage of this selective perception is

retention that is selective retention

selective retention means that consumers

do not remember all the information they

see read or hear even after the exposure

to it this affects the internal and

external information such stage of the

purchase decision process so when the

consumer was identifying a need and

evaluation of Alternatives and he wanted

to look for information the first thing

is that he looked for internal

information internal information that he

already have but then because of this

selective attention the information that

he is looking for will not be there in

his mind and then he have to move on to

the external sources of information so

this affects the internal and external

information search stage of the consumer

decision process

this is why

furniture and automobile retailers often

give consumers product brochures

to take home with them when they have

when they

leave the showroom so that they can take

it home and go through it whenever they

find time

because perception

play an important role in consumer

Behavior

it is not surprising that the topic of

subliminal perception is

a popular item for discussion

so what is this subliminal perception so

this is it means that you are

seeing or hearing messages without being

aware of them

so you are just what watching a

advertisement on a television without

giving any kind of attention to it so

the presence and effect of subliminal

perception or behavior is a hotly

debated issue with more popular appeal

than scientific support indeed

evidence suggests that such messages

have limited effect on Behavior then

comes the perceived risk so perception

plays a major role in the perceived risk

in purchasing a product of or service

now what is this perceived risk

perceived risk represents the anxiety

felt when the consumer cannot anticipate

the outcome of a purchase but believe

there may be negative consequences of

this purchase

example of a possible negative

consequence are that the size of a

financial outlay required to buy a

product

can I afford

a dollar three thousand for those skis

the risk of physical harm is Bungie

jumping safe

the performance of a product will the

whitening toothpaste work

a more abstract form

is psychological risk which will be my

friend what will my friend say about my

tattoo so these are some positive

examples of some possible negative

consequences so this is perceived risk

so whether I have that amount of money

will buying the product bring some

physical harm

will the product perform as per the

expectations and also the psychological

risk that is what will my friend say if

I am using that that product or about

the tattoo that I that I have on my body

so this perceived risk it affects the

consumer's information search

because the greater the perceived risk

the more extensive the external search

stage is likely to be and similarly if

the perceived risk is less

the information such will be left

extensive and the consumer will look for

internal sources of information so

recognizing the importance of perceived

risk companies can develop strategies

to reduce consumer perceived risk

and thereby encourage the purchase

so this what are these strategies for

reducing the perceived risk

first is

obtaining seals of approval seals of

approval various standards

securing endorsement from influential

people for example your Affiliates and

its four people and film people

providing free tiles of the product

giving extensive usage instructions and

providing warranties and guarantees

to conclude

we started this module by understanding

the various influences of situations

or different situations on purchase

decision process

then we had gone about to discuss the

psychological influence on consumer

Behavior

we have also covered the four types of

psychological influences namely

motivation

and when does the need becomes a motive

personality the concept of and then we

have talked about the self concept the

two types of self concept the perception

the three types of perceptions and the

perceived risk so we will continue with

the remaining psychological factors in

the next module

the material for these these slides was

taken from these three books thank you

[Music]

[Applause]

[Music]

foreign

[Music]