The study of factors influencing consumer behavior is interdisciplinary. The corresponding patterns are the subject of not only marketing, but also psychology, management, economics, sociology, and other sciences.
There are two main models of consumer behavior:
The buyer's desire to satisfy his own needs.
The desire to realize your desires in practice.
Buyers' behavior follows teacher data package from their desires. Interestingly, such phenomena as economic downturn, deficit, surplus of goods, inflation, can be both a cause and a consequence of one or another course of action.
Psychological foundations of consumer behavior
The psychology of consumer behavior is based on a number of principles:
the principle of image and symbolism;
dynamic principle;
iceberg principle;
Gestalt principle.
According to the latter, the understanding of the problem of choosing a product by the buyer in general is studied, that is, the answer to the question is found: why did the consumer buy this particular product and not another one. The subject of study is the gestalt of behavior.
The iceberg principle is the axiom that the necessary information is not always obvious. Consequently, the buyer's choice is often determined by hidden reasons that he himself cannot clearly explain.
People's actions are determined by many factors: psychology, the surrounding social environment, stereotypes, fashion, etc. When collecting data during surveys, significant information often ends up outside the scope of the study. At the same time, even people belonging to the same social group, having a similar social status does not mean that their behavior is identical.
Several segments are distinguished from the point of view of behavioral psychology. After viewing an advertisement, the buyer has a certain perception of the product, brand, and it can change depending on the message embedded in the message.
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Alexander Kuleshov
Alexander Kuleshov
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