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Hand book of Consumer Psychology
University, most of whom had little background in mainstream psychology, I have come to appreciate their constant demands for a reading material that reflects not just the course content but that captures the issues as they exist in the Nigerian commodity and service market. Handbook of Consumer Psychology is partly a response to the demands and more importantly an attempt to explore the subject matter in as realistic, down to earth, manner as possible bearing in mind the often complex mode/medium of communication in conventional psychology. Most often students would rather that constructs (operational definitions) and 'strange' concepts, which psychology have in abundance be rendered in simpler forms.
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The nature of tasks undertaken by consumers in the course of decision-making and consumption are an important consideration for researchers and practitioners alike, but on the whole neglected in the literature. In an effort to reinstate its significance, this paper provides a dedicated general analysis of consumer tasks under the tenet of goal-directed consumer behavior. A critique of alternative means by which to classify consumer tasks precedes the introduction of a new conceptualization with a model of task enactment, and a new means to classify and analyse tasks based on task demands. A study currently being undertaken is used to illustrate the development and operationalization of task demands. Some promising preliminary results pave the way for future research endeavours.
Psychological Factors Influencing Consumer Behaviour a Conceptual Frame Work
CERN European Organization for Nuclear Research - Zenodo, 2018
Consumer behaviour is a science as well as art.Consumer behaviour is an interdisciplinary and is based on concepts and theories. Consumer behaviour is a very new field , as it grows, it is influenced by many different perspectives. It has borrowed heavily from psychology (the study of the individual: individual determinants in buying behaviour), sociology (the study of groups: group dynamics in buying behaviour), social psychology (the study of how an individual operates in group/groups and its effects on buying behaviour), anthropology (the influence of society on the individual: cultural and cross-cultural issues in buying behaviour), and economics (income and purchasing power). Normally, we go buying and consuming variety of goods and services. The needs and attitudes of the customers and their buying behaviour differently depend upon the factors like, their income, location, sex, social status, tastes, likes and dislikes, psychology etc. and each consumer is unique and his unique is easily reflected in his consumption behaviour and pattern, and also process of purchase. In this paper, I have made an attempt to trace the study of psychological aspects of consumer's behaviour. The present study has made an attempt to study the behaviour of personal consumers. Understanding the consumer behaviour is not an easy job because of the complexity involved. It also study has made an attempt to study the behaviour of personal consumer. Nature and Importance of Consumers Behaviour: An understanding of the reasons why a consumer buy a particular product or at a certain stage is critical. However, if the marketer fails to make an appeal to the right motives of the consumer. He will probably loose the sale. An understanding of the buying behaviour of various market segments helps a seller to select the most effective product, design, price, and appeals in advertising, channels of distribution and other marketing programmes.
IAEME PUBLICATION, 2020
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A. CONCEPT OF CONSUMER BEHAVIOUR
Today, business around the world recognizes that "the consumer is supreme and his sovereignty prevails." The power of the consumer is immense. Consumer is not merely a simple entity. Sherlekar and Krishnamoorthy treat the consumer to be a riddle. 1 "Consumer is a broad term and any person who uses a product or service or deals with it can be called a consumer." 2 It is not necessary that the particular person should be a buyer of the product or service. A consumer can also be termed as an individual who identifies a need or desire and then makes purchases.