understand the complexity of psychological factors Why do people buy what they buy? Why do they buy in the first place? What factors, other than the product, price, access and promotion, influence purchase behaviour?There are two primary drivers of consumer behaviour – needs and influencers. This is the last of 5 thoughts addressing the needs […]

understand the complexity of psychological factors Why do people buy what they buy? Why do they buy in the first place? What factors, other than the product, price, access and promotion, influence purchase behaviour?There are two primary drivers of consumer behaviour – needs and influencers. This is the last of 5 thoughts addressing the needs and influencers that drive purchase behaviour. Marketing strategies need to be developed with due consideration given to each of these factors.Psychological factors are significant influencers of consumer behaviour. The most important factors include: Motivation – including personal goals Perception – how we see the world Learning and experience – including personal research Attitudes and beliefs – the emotional side of human beings There is general agreement over the importance of personal goals as influencers of purchase behaviour and it is important to understand how a potential purchase contributes to an individual’s life. An often studied…