Questions and Answers
What is internal influence?
Internal influences are what influence you to buy a product but it comes from within the individual.
What are the four main determinants of consumer behaviour?
Needs, Self-Concept, Perception, Attitude
What are needs and wants?
Needs are necessary for survival; wants are items that add pleasure and comfort.
What did Maslow believe?
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What is Maslow's Hierarchy of Needs?
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What is the order of Maslow's Hierarchy of Needs?
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What is perception?
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What influences our perception?
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What does perception do?
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What is selective perception?
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What does selective perception have to do with marketing?
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What is attitude?
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Why is attitude important?
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What is self concept theory?
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What is self concept?
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What are the three levels of self concept?
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Why does consumer demand fluctuate?
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Study Notes
Internal Influences in Consumer Behaviour
- Internal influences originate from within the individual and affect purchasing decisions, including needs and wants, perception, motives, attitudes, self-concept, and learning.
- Understanding these internal influences helps marketers tailor strategies to align with consumer motivations.
Determinants of Consumer Behaviour
- Four main determinants are Needs, Self-Concept, Perception, and Attitude, which are crucial for understanding why consumers make purchasing decisions.
Needs vs. Wants
- Needs are essential for survival (e.g., food, shelter), while wants enhance comfort and pleasure but are not necessary for survival.
Maslow's Belief
- Maslow proposed that unsatisfied needs drive individuals to seek fulfillment, suggesting a motivational hierarchy guiding consumer behaviour.
Maslow's Hierarchy of Needs
- Arranges needs in a pyramid structure, ascending from basic to higher-level needs.
- Basic needs (physiological) are at the bottom, and once satisfied, higher needs (esteem, self-actualization) become priorities.
Order of Needs in Maslow's Hierarchy
- Self-Actualization
- Esteem
- Affiliation (belongingness and love)
- Safety/Security
- Physiological (survival essentials)
Perception
- Individual perception is how one interprets their surroundings and attaches meaning to experiences (e.g., viewing a cup as half full or half empty).
Influencers of Perception
- Factors influencing perception include background, education, location, and personality traits.
Role of Perception
- Acts as a mental screen through which all information is processed, filtering out irrelevant details to protect mental space.
Selective Perception
- Consumers selectively respond to environmental messages, impacting how they engage with marketing communications.
Attitude
- An attitude is an established belief regarding preferences (good/bad, right/wrong) and is often resistant to change; attitudes shape consumer perception.
Importance of Attitude in Marketing
- Marketers aim to foster positive attitudes towards their products and companies, often analyzing public sentiments before launching new items.
Self Concept Theory
- Self-concept theory posits that purchase decisions are influenced by one’s self-perception and internalized image.
Self Concept
- Self-concept refers to how individuals perceive themselves, which affects their choices and behaviors.
Levels of Self Concept
- Real Self: Self-perception
- Looking Glass Self: Perception of how others view us
- Ideal Self: Aspirations for who we want to be; this ideal influences purchasing motivations significantly.
Fluctuations in Consumer Demand
- Consumer demand varies due to changes in needs, wants, and perceived product value, introducing uncertainty in predicting product sales.
- Marketers must rely on research and educated guesses while recognizing the dynamic nature of consumer preferences.
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Description
Explore the key internal factors that shape consumer behavior in this quiz. Understand concepts such as needs, wants, perception, and attitude, and learn how they influence purchasing decisions. Test your knowledge with flashcards covering essential definitions and determinants.