Psychological Factors Affecting Consumer Product Analysis

Running head: PSYCHOLOGICAL FACTORS AFFECTING CONSUMER BEHAVIOR 1
Psychological Factors Affecting Consumer Product Analysis
Name
Professor
Course
Date

PSYCHOLOGICAL FACTORS AFFECTING CONSUMER BEHAVIOR 2
Psychological Factors Affecting Consumer Product Analysis
There are various psychological factors that affect the way customers analyze the KOI tea
products include perception, motivation, attitude and beliefs and learning (Hartmann, &
Apaolaza-Ibáñez, 2012). For instance, many of the customers interviewed claimed to have
learned about the bubble tea brand from KOI. Since the people have friends who have used the
KOI tea before, new customers learn about from them regarding their experience and feelings
about the product. The customers are then referred to the brand and have to go and have their
experience firsthand. The other significant psychological factor includes motivation. The
motivation level influences the way customers buy products. According to Maslow in his
hierarchy of needs theory that comprises of the basic needs security needs, self-actualization and
social needs, these motivate consumers to buy products (Sadri, & Bowen, 2011). Basic and
security needs are more pressing than the others. Tea falls under the basic needs and hence
motivates customers into buying it more than other secondary wants.
The consumer perception regarding particular products and brands also influences the
way they make decisions to purchase them. Perception involves the process of selecting,
organizing and interpreting information related to the brand in drawing some meaningful
conclusion. Perception determines how new consumers buy the KOI tea brand. Based on the
interviews, many of the consumers have a positive experience about the bubble tea and this has
led them to constantly buy or refer others to buy the product so that they enjoy the quality and
good taste (Gajjar, 2013). This means that a new customer is driven by quality and taste into
buying the tea. The adverts about the KOI bubble tea in the social media also create a positive