Psychological Factors and Consumer Behavior Analysis Report

This report analyzes consumer behavior within the bubble tea market, specifically focusing on the psychological factors that influence purchasing decisions. The analysis examines KOI tea, exploring how perception, motivation, attitudes, beliefs, and learning impact consumer choices. The report references Maslow's hierarchy of needs and discusses how tea, as a basic need, motivates consumers. It also explores the role of social media and marketing campaigns in shaping consumer perceptions and attitudes towards the brand. The assignment aims to understand consumer behavior to suggest effective marketing strategies and boost profits within the competitive bubble tea market, considering market segmentation and target market identification.

Running head: PSYCHOLOGICAL FACTORS AFFECTING CONSUMER BEHAVIOR 1
Psychological Factors Affecting Consumer Product Analysis
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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

PSYCHOLOGICAL FACTORS AFFECTING CONSUMER BEHAVIOR 3
perception about the product and this is what drives new consumers into buying the tea. The last
factor is about attitudes and beliefs towards a particular brand. This affects the way they buy
these products. Attitudes and beliefs involve the tendency of responding to some specific
products in particular ways and this forms the brand image that affects the buying behavior of the
consumers (Schmitt, 2012). In this case, the marketers first understand the consumer attitudes
and beliefs from the consumers and then modify them using various marketing campaigns. The
social media campaign marketing from the KOI tea company has played a significant role in
shaping consumer attitudes and beliefs about the tea brand. Many of the customers attribute their
knowledge about the tea brand from the social media adverts.

PSYCHOLOGICAL FACTORS AFFECTING CONSUMER BEHAVIOR 4
References
Gajjar, N. B. (2013). Factors affecting consumer behavior. International Journal of Research in
Humanities and Social Sciences, 1(2), 10-15.
Hartmann, P., & Apaolaza-Ibáñez, V. (2012). Consumer attitude and purchase intention toward
green energy brands: The roles of psychological benefits and environmental
concern. Journal of business Research, 65(9), 1254-1263.
Sadri, G., & Bowen, C. R. (2011). Meeting employee requirements: Maslow's hierarchy of needs
is still a reliable guide to motivating staff. Industrial engineer, 43(10), 44-49.
Schmitt, B. (2012). The consumer psychology of brands. Journal of consumer
Psychology, 22(1), 7-17.