Internal Influences on Consumer Behavior

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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?

Maslow believed that people are motivated to fulfill a series of unsatisfied needs. Signup and view all the answers

What is Maslow's Hierarchy of Needs?

A theory/model that explains and analyzes consumer behaviour by arranging needs in ascending order of importance. Signup and view all the answers

What is the order of Maslow's Hierarchy of Needs?

<ol> <li>Self-Actualization, 2. Esteem, 3. Affiliation, 4. Safety/Security, 5. Physiological.</li> </ol> Signup and view all the answers

What is perception?

An individual's perception is the way a person views the world and attaches meaning to experiences. Signup and view all the answers

What influences our perception?

Background, education, where we live, and our personalities. Signup and view all the answers

What does perception do?

Acts as a screen for information, filtering messages that pass through. Signup and view all the answers

What is selective perception?

Consumers will respond selectively to messages in their environment. Signup and view all the answers

What does selective perception have to do with marketing?

It influences how consumers react to marketing messages. Signup and view all the answers

What is attitude?

An already held belief about whether something is good or bad. Signup and view all the answers

Why is attitude important?

Marketers want consumers to develop favorable attitudes towards their company and products. Signup and view all the answers

What is self concept theory?

The theory that our actions, including purchase decisions, depend on one's mental conception of self. Signup and view all the answers

What is self concept?

The way in which individuals see themselves. Signup and view all the answers

What are the three levels of self concept?

Real self, Looking Glass Self, Ideal self. Signup and view all the answers

Why does consumer demand fluctuate?

Consumer demand fluctuates based on consumer needs, wants, and perceived value. Signup and view all the answers

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.