3. MOTIVATION
• Motivation research refers to qualitative research designed to
probe consumers’ hidden, subconscious motivations.
• A motive is a need that is sufficiently pressing to direct the
person to seek satisfaction
4. PERCEPTION
• Perception is the process by which people select, organize, and
interpret information to form a meaningful picture of the world
from three perceptual processes
• Selective attention
• Selective distortion
• Selective retention
5. LEARNING
• Learning is the changes in an individual’s behavior arising from
experience and occurs through interplay of:
• Drives
• Stimuli
• Cues
• Responses
• Reinforcement
6. BELIEFS AND ATTITUDES
• Belief is a descriptive thought that a person has about
something based on:
• Knowledge
• Opinion
• Faith
• Attitudes describe a person’s relatively consistent evaluations,
feelings, and tendencies toward an object or idea.
7. PERSONAL INFLUENCES ON CONSUMER
BEHAVIOR
Occupation
Age and life-cycle stage
Income
Lifestyle
8. OCCUPATION
• The occupation of an individual plays a significant role in
influencing his/her behavior. An individual’s nature of job has a
direct influence on the products and brands he picks for
himself/herself.
9. AGE AND LIFE CYCLE
• Age: The consumer buying behavior is greatly influenced by
his age, i.e. the life cycle stage in which he falls. The people
buy different products in different stages of the life cycle.
10. INCOME
• The income of the person influences his buying patterns. The
income decides the purchasing power of an individual and thus,
the more the personal income, the more will be the expenditure
on other items and vice-versa.
11. LIFESTYLE:
• Lifestyle: The consumer buying behavior is influenced by his
lifestyle. The lifestyle means individual’s interest, values,
opinions and activities that reflect the manner in which he lives
in the society. Such as, if the person has a healthy lifestyle then
he will avoid the junk food and consume more of organic
products.
