Consumer Psychology Presentation: Purchase Situations & Influences

This presentation delves into consumer psychology, defining it as the study of why consumers purchase specific products and services, and examining their reactions to advertising campaigns. It emphasizes the importance of understanding consumer behavior for marketing managers to increase sales and build customer relationships. The presentation outlines various factors influencing consumer buying decisions, including brand awareness, product placement, and packaging, as well as external macro environmental variables like demographic, economic, social, and technological forces. Personal factors such as personality, gender, age, and lifestyle are also discussed. Furthermore, the impact of environmental variables, crowding, price, social trends, time, mood, and economic elements on consumer behavior is analyzed, highlighting how these factors can either attract or deter customers. The presentation concludes by touching on the influence of marketing and psychological buying procedures on purchase decisions.