Consumer Psychology

Only available on StudyMode
  • Download(s) : 113
  • Published : March 31, 2013
Open Document
Text Preview
PART B
DEFINITION
Consumer psychology is a specialty area that studies how our thoughts, beliefs, feelings and perceptions influence how people buy and relate to goods and services. One formal definition of the field describes it as "the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.

STAGES IN CONSUMER DECISION MAKING PROCESS

CONSUMER INDIVIDUAL FACTORS
Consumer individual factor is divided by five. Age, occupation, economic situation, lifestyle and personality. This five factors is affected to consumer behavior to buy same product or services.

•Age
Age and life-cycle have potential impact on the consumer buying behavior. It is obvious that the consumers change the purchase of goods and services with the passage of time. Family life-cycle consists of different stages such young singles, married couples, unmarried couples etc which help marketers to develop appropriate products for each stage. 100PLUS product affects to this categories because when adult, people are active doing some sport and they need 1ooPLUS because 1 0 0 P L U S ’scientifically-testedi sotonic formulation of carbohydrates, electrolytes and water enables faster and more effective hydration, thus enhancing a person’s capability to perform at his or her peak. In fact, in a recent study, 100PLUS was clinically proven to rehydrate and re-energise faster, and provides 43% more endurance, than water alone. The advertising also can attract consumer to buy this product because they use number 1 badminton player Dato Lee Chong Wei in the advertisement. This can attract people because many people use Dato Lee Chong Wei as their idol. •Occupation

The occupation of a person has significant impact on his buying behavior. For example a manger in sport center selling 100PLUS product in the business...
tracking img