SOCIO-PSYCHOLOGY AND CONSUMER BEHAVIOUR
Social psychology is the study of the impact that is created by the presence of the people around and their behaviour towards an individual or a group of people. A very common example about this is the body language that a student would possess when with friends and when alone at home. The difference in both is the impact that is created due to the presence of his friends. When we think about this from a business point of view, we can easily make out how important it becomes to study the social psychology of people in order to convince the consumers to buy our product.
Whether any product will be bought by the customer or not depends on a lot of factors. It can be bought by the consumer because he/she needs it, or it can be a new or a trending product. But the customer ending up buying that product can be a result of a lot more factors than just these. This is where good marketing strategies come into play. Usually the common impression and beliefs of a specific brand have a huge role. Every brand has a brand value which it has gained over years and plays a big role in associating its consumers to it.
Apart from the impact, consumer behaviour can depend upon the need of the product at that hour. Repetitive or routine purchases of domestic cleaning items, toiletries, or dairy products fall into the minimal involvement category. These choices are largely automated, requiring little information gathering or consideration. Decisions about infrequently purchased and expensive things, such as automobiles, cameras, or even houses, are at the high involvement end.
Self-control over short term pleasures is again an interesting dimension of consumer behaviour. In cases such as weight loss, alcohol consumption, quitting smoking, etc; self control issues arise. The situational circumstances can heavily affect the decision taken and the immediate pleasure becomes the easiest to access.
The higher a person's standard of living, the more products and services he or she purchases. However, despite having a strong income, a person who spends less on goods and services deprives themselves of a higher standard of living.
The
one common thing to be observed in each of the above mentioned factors is the
human psychology. From the term “Brand Image” to “Self-Control” every single
term is covered and studied under the subject called human psychology. The
factor that people buy products to maintain a standard of living, depending
upon the social groups that they are a part of, comes from the arena of sociology. Hence, combining sociology and psychology, we might term it as
socio-psychology.
Advertisement is used to persuade customers to purchase a specific product or brand. Influence attempts can take a variety of forms. The first is the cognitive approach, in which persuasion is based on the consumer's consideration of the reasons presented or the use of heuristics. Second, there's the emotive way, which uses evaluative conditioning, and third, there's the subliminal approach, which involves increasing a brand's cognitive accessibility to influence people's brand preferences.
Hence, A purchasing choice is made as a result of favourable consumer behaviour. The buying decision increases demand, which increases the marketers' sales. As a result, marketers must target the socio-psychology factors of consumers to influence consumer behaviour in order to increase sales. Consumer purchasing habits may result in a greater standard of life.
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