Factors Influencing Consumer Behaviour

Perception is a crucially important way for most of the organisms to observe and react to the environment. Its definition in Oxford Dictionary of English is “the ability to see, hear, or become aware of something through the senses” (“Perception”). However, for human, the most intelligent organism on earth, perception has an another meaning: “The way in which something is regard, understood, or interpreted” (“Perception”). People can not only be aware of the environment through senses, but also gain new knowledge by interpreting the observation.

Perception: a process by which individuals organize and interpret their sensory impressions in order to give meaning to their environment.

Offer- An offer is a proposal involving one of the parties offering something of value to the other party in the agreement. Both parties are allowed to reject the offer. For example, buying a second-hand car, a person interested in buying the car makes an oral offer of $16,000.

Perception is the process of individuals interpreting their impressions to give meaning to their environment. The concept of perceptual errors is how a person’s behavior is based on their perception of what reality is, not on reality itself. Perception is the process by which an individual selects, organizes, and interprets information inputs to create a meaningful picture of the world. The attribution process guides our behaviour, regardless of the truth of the attribution.

Perception has a few definitions; the most frequently used definition is what we become aware of through our senses. However, perception is not just what our senses tell us, it is our reaction to the feelings we sense. Perception just happens; it is something we cannot control. The mind tells us how we feel before we even realize what is happening.

1. Using the tricomponent attitude model, compare the differences in attitude of consumers towards Kraft Foods versus their attitude towards Vegemite.

Perception is the view or understanding one allows to become the basis for interpreting situations and people. One’s perception develop into the defining place of our actions.

Perception is the state of being or process of becoming aware of something through the senses. In addition to the five senses, perception also includes proprioception, which allows people to detect the position of one’s body.

According to Kendra Van Wagner (UNK), “Perception is our sensory experience of the world around us and involves both the recognition of environmental stimuli and actions in response to these stimuli. Through the perceptual process, we gain information about properties and elements of the environment that are critical to our survival.

Marketing communication depends on a set of choices that are called promotional mix. They are advertising, sales promotion, public relations, direct marketing, and personal selling. Through this combination of promotional mix, the main psychological concepts are critical. For example, in people variables, the opinion of consumers and their attitudes are utilized to communicate consumers the kind of product being launched. It tells customers that the product has been designed with their preference and likings in mind. While in the situation variable, the focus is the method the product is advertised, how, when and where. Also part of the message is to offer sales promotions, discount coupons, and to showcase the product in the best appealing way for persuading consumers to buy it. Marketing communication also builds and reinforces connections with customers, and potential customers, merchants, and other key stakeholders, which would fall in the person by situation interaction concept.

This paper will discuss the psychological and social factors, such as motives, perception, attitudes, personality, family, social class, and reference group that influence consumer behavior toward a product or service. It is important for marketers to develop an effective marketing message, understand and know how to apply this knowledge of consumer psychology to create and develop an effective marketing of its products and services.

Perception generally means identifying or capturing by either the senses or the mind. It is the identification and understanding of sensory information in order to represent and comprehend the environment. It involves determining which information to notice, how to categorize it and how to interpret it. In simpler terms, perception is the way you think about or understand something.

Perception. The ability to see, hear, or become aware of something through one of the five senses (Kandel, Schwartz, & Jessell, 2000). In other words, it is the process of interpreting and organizing sensory information. Perception must be understood according to figure-ground, similarity, proximity, continuity, and other organizing principles. At work in the interpretation of sensory stimuli are other perceptual phenomena such as perceptual constancy, a phenomenon which occurs in the perception of size, shape, color, and brightness; depth perception, another phenomenon based on binocular and monocular cues; and the perception of motion (Wood, 2008).

Consumer behaviour is the study of how individuals, groups and organizations select, buy, use and dispose of goods, services, ideas or experiences to satisfy their needs and wants. The emerging costumer trends play an important role in analysing the marketing opportunities. A consumer buying behaviour is influenced by cultural, social and personal factors. The consumer passes through five stages of the buying decision process: Problem Recognition, Information Search, evaluation of alternatives, purchase decision and post purchase behaviour. This model is important for anyone making marketing decision and customer pass through all stages in every purchase.

Advertising, generally speaking, is the promotion of goods, services, companies and ideas, usually performed by an identified sponsor. Marketers see advertising as part of an overall promotional strategy. Advertising involves the process where in a message is designed so as to promote a product, a thought, an idea or even a service. The concept of advertising has assumed a dynamic form with the use of the various mediums of communication.