Consumer Psychology and buying behaviour ( (Consumer psychology ( (Key…
Consumer Psychology and buying behaviour
Key psychological processes
Ways of converting customers
Highlight strengths by admitting shortcomings.
Use urgency the smart way
Make their brain light up instantly
Understand 3 buyer types.
Make an enemy
Embrace the power of labels.
Stand for something
Keep them on their toes.
Help customers breakthrough "Action Paralysis by Setting minimums"
Dimensions of consumers valuing products
Experience : Feeling
Symbolism : what it says
Utility : uses
How it helps consumer business...?
Ordinary everyday lives and activities.
How they think feel & act.
Ways how customers value products & services.
designing experiments to test product concepts and enable
consumers themselves to innovate.
Fundamental drives which underpin consumer bahaviour
Person who consumes - Purchaser of goods and services.
Study of how people relate to the products & services they purchase/use.
Science of behaviour and mental processes
Who influence :Influencer
Who decides to buy :Decider
Who 1st gives the idea of buying :Initiator
Who makes actual purchase :Buyer
User of the product :User
Five stage model
INTERNAL INFORMATION : already present in consumer's memory
EXTERNAL INFORMATION : received from outside
Evaluation of alternatives
Post purchase behavior
Buyer's mood & condition
Personality & self-concept
Culture & sub cultures
Why learn it?
Target market selection
Types of buying decision behavior