Indvidual factors in Consumer behavior

Indvidual factors in Consumer behavior

1. Motivation

   • maslows hierachy of needs
     • belonging or socila
     • saftery + secuity
     • esteem/ ego
     • Physiological brething, water, sleep
     • self realsation
   • economic and emotial classification of motives
     • cost
       • price
       • additional costs
     • performace
       • durability
       • resources
     • sattsifaction of emtoional needs

2. perception

   • exposure
     • 5 senses
     • selected expusre
   • attention
     • go beyond selective attention
   • interpretaion
     • rketers have to ensure the correcnt interpation is presneted
     • selective interpretation
   • Recall
     • selectivr recall

3. Learning ability

   • stimulus
     • response
       • reinforcment
         • repetiton

4. Attidude

   • cognitive component
   • behavioural
   • affective
   • attiide change
     • strenghitng beliefs
     • adding new beliefes
     • changing conucmer beleiefs of a brand
     • chancging concumers behavior toards a product

5. peronality

6. lifestyle