Abstract

ROLE OF PSYCHOLOGICAL FACTORS IN BUYING BEHAVIOUR

Wahib Ansari* and Devashish Jena

Abstract

Consumer purchasing behaviour is a multifaceted process driven by different psychological forces. This research investigates the influence of motivation, perception, learning, attitudes, personality, self-concept, emotions, social influence, cognitive dissonance, and habits on consumers' purchasing decisions. An in-depth literature review demonstrates that these psychological constructs have a significant role in consumer behaviour, affecting product selection, brand loyalty, and frequency of purchase. Knowledge of these factors can help companies create effective marketing strategies, which can increase customer satisfaction and sales. Consumers' purchasing decisions are impacted by a mix of internal psychological factors that guide decision-making in sophisticated and sometimes unconscious manners. The abstract examines fundamental psychological drivers like motivation, perception, learning, attitudes, personality, emotions, and lifestyle and their contribution to directing buying behaviour. Motivation prompts individuals to satisfy needs that are either physiological or psychological, and perception influences how customers perceive products. Learning from previous experiences drives future buying, and attitudes drive consumer preference and loyalty. Personality characteristics influence the choice of products expressing self-image, and emotions are strong forces driving impulse purchasing and brand loyalty. In addition, lifestyle and values direct product preferences in accordance with personal identity. Understanding these psychological drivers is essential for marketers to develop successful, targeted approaches that resonate with the consumer's cognitive and affective requirements, and thus maximize brand interaction and impact purchasing decisions. Knowledge of these psychological mechanisms enables companies to make more informed and accurate forecasts and reactions to consumer behaviour, positioning them favourably in the market.

Keywords: Psychological factors, Consumer behaviour, Buying process, Motivation, Learning, Attitudes, Personality, Emotions, Lifestyle, Decision-making, Consumer motivation, Impulse buying, Consumer preferences, Purchase behaviour, Consumer loyalty, Marketing strat