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Identify the psychological factors affecting a consumer’s purchase decision.

Human psychology is very complex. Mere a small instinct of psychology can affect various buying decisions. Here Psychology includes motivation, perception, personality, attitudes, life style etc. There are some psychological factors that are affecting in the customers’ purchasing decision.

1)      Motivation and Need
Needs motivate buying behavior. You buy food when you're hungry, protective gear to feel safe, brand-name clothing to look stylish, education to enable accomplishment and self-improvement to reach self-actualization. The more basic the need, the greater the priority it assumes in driving consumers to fulfill it. If you can convince consumers that your product or service meets one of their motivating drives, you can convince them to buy what you're selling.
2)      Perception
The selective way in which the human mind views the world around it and the information that reaches it forms the basis of perception.
3)      Learning and Conditioning
Consumers can gain decision-making information from advertising, especially about products in categories beyond their experience. If a commercial message convinces consumers to try a product but their post-purchase experiences prove dissatisfying, they learn to avoid that product, even if it changes enough to negate their prior dissatisfaction.
4)      Beliefs and Attitudes
What consumers believe about a seller, product or service affects whether and what they buy.


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