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Marketing (CB

1. Psychological factors like perception, motivation, attitudes, personality and learning influence consumer behavior. 2. Perception is defined as how individuals select, organize and interpret stimuli to form a meaningful understanding of the world. 3. Elements of perception include sensation - the immediate response of sensory organs to stimuli, and interpretation - how stimuli are organized and given meaning. 4. Marketers aim to stimulate consumers' senses to create favorable perceptions of products.

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Prasanna Ba
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35 views

Marketing (CB

1. Psychological factors like perception, motivation, attitudes, personality and learning influence consumer behavior. 2. Perception is defined as how individuals select, organize and interpret stimuli to form a meaningful understanding of the world. 3. Elements of perception include sensation - the immediate response of sensory organs to stimuli, and interpretation - how stimuli are organized and given meaning. 4. Marketers aim to stimulate consumers' senses to create favorable perceptions of products.

Uploaded by

Prasanna Ba
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as DOC, PDF, TXT or read online on Scribd
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CONSUMER BEHAVIOUR – 3 : PERCEPTION

INDUVIDUAL DETERMINATS OF BEHAVIUOR


INTRODUCTION
To understand the buyer and to make a customer out of him is the main purpose of the study of )
consumer behaviour. Though this problem has been analysed from different view points under
different premises, it still remains a complex one. On the other hand the buyer is a riddle. He is a
highly complex entity. His needs & desires are innumerable. Some are latent, some manifest and
some others are highly dominant. These have different priorities in the his scheme of things. The
buyer has his own ideas & plans about realising these needs & desires. The first & foremost task
of the marketer is to get close to the buyer and understand his need-structure & priorities.

There are four major factors which influence the behaviour of the consumers. They are :

1. Psychological factors influencing Customer Behaviour

2. Social Psychological factors influencing Customer Behaviour

3. Sociological factors influencing Customer Behaviour

4. Economic factors influencing Customer Behaviour


PSYCHOLOGICAL FACTORS
These are the factors which are the personal attributes of an individual. We shall study Five
of them : Attitude, Motivation, Perception, Personality and Learning.
Perception
Different people see things, events, and ideas from different view point, and hold different
opinions, views for them. In other words they have different “Perception” of the world.
Definition of perception :
Perception is defined as the process by which the individual selects, organises, and interprets
various stimuli into a meaningful & coherent picture of the world. Marketers are deeply interested
in such perceptions the consumers hold about their products & services, brands, company etc.
Elements of perception :
The following are the elements of perception :
1. Sensation – is the immediate & direct response of the sensory organs to stimuli. A
stimulus is a single input of any of the senses. Human beings have sensory receptors

called sensory organs. They are :

a. Eyes for sights & seeing,

b. Ears for sounds & hearing,

c. Nose for smells & smelling,

d. Tongue for tastes & tasting,

e. Skin for textures, touch & feeling,


2. Marketers try to stimulate the sensory organs of a consumer to create a favourable
perception towards their products.

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