Psychological Factors Influencing Consumer Behaviour
Vainikka, Bianca (2015)
Vainikka, Bianca
Centria ammattikorkeakoulu (Keski-Pohjanmaan ammattikorkeakoulu)
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015060912984
https://urn.fi/URN:NBN:fi:amk-2015060912984
Tiivistelmä
This paper’s aim is to provide an in-depth elucidation of the many aspects that influence consumer behaviour. The study of consumer behaviour emphasizes the “why” and “how” questions involved in decision making and buying behaviour. This exciting field visits a dynamic blend of themes of consumer marketing strategies, psychology and behavioural discipline. Consumer behaviour in this day and age is highly applicable to modern society as it is an integral part of our everyday lives. This paper examines the many challenges involved with discovering individual consumers, as they differ greatly from one another.
It focuses on the rationale behind common consumer decision making processes and analyses the ways in which marketers can better understand how consumers think and behave. This paper outlines the significant factors that impact consumer behaviour throughout the theoretical framework with the topics of: Internal Influences, Motivation, Emotions and Personality and Influencing attitudes and behaviour. These subject matters brings a comprehensive outlook into the complex mind of a consumer by examining individual information processing, learning, and attitude and behaviour change.
It focuses on the rationale behind common consumer decision making processes and analyses the ways in which marketers can better understand how consumers think and behave. This paper outlines the significant factors that impact consumer behaviour throughout the theoretical framework with the topics of: Internal Influences, Motivation, Emotions and Personality and Influencing attitudes and behaviour. These subject matters brings a comprehensive outlook into the complex mind of a consumer by examining individual information processing, learning, and attitude and behaviour change.