Consumer Psychology

Consumer Psychology

The presentation will include the Following:
• Consumer Psychology meaning
• Range of purchase situation that affects the consumer buying pattern
and influence the decision making process by customer.

Consumer Psychology
Consumer psychology is defined as the study for identifying the reason
for purchase of products and services by consumers. Consumer
psychology includes the way shopper or consumer decide to purchase
certain goods ignoring the rule. It is more concerned with examining
the way customers react to advertising campaign. Consumer
behaviour is defines as the selection, purchase and consumption of
goods as well as services by individual for satisfaction of wants. It is
very essential for marketing manager in organisation to develop
understanding about consumer as this activity will help business
entity in increase sales volume and profitability. This activity will also
enable enterprise to identify the customer need and develop as well as
maintain healthy relationship with clients.

Range of purchase situation.
When the consumer have to make selection among the two or more
products or services the various elements that a been considered by
consumers includes various aspects of brand such as brand
awareness, brand identity perception, organisational performance
etc. The other factors that attract consumer to buy particular product
or services include product placement, packaging etc. External
macro environmental variables that influence shopper buying
decision are Demographic, Economic, Situational, social and
technological forces.