Introduction advertising unit Structure

13.2 CONSUMER PSYCHOLOGY 
13.2.1 Meaning : 
 
Consumer psychology deals with consumer behaviour. 
Consumer psychology is the process whereby individuals decide 
whether, what, when, where, how and from whom to purchase 
goods and services. In consumer behaviour we consider not only 
„why‟, „how‟, and „what‟ people buy but other factors also, such as 
„where‟, „how‟ and „under what circumstances the purchases are 
made‟. 
The decisions taken by consumers in relation to the purchases 
are influenced by various factors. They are aimed at solving 
consumer‟s problems. 
13.2.2 Factors Influencing Consumer Psychology 
 
According to Philip Kotler, the major factors which influence 
consumer psychology or behaviour are as follows: 
1. Culture :
The most important determinant of consumer 
behaviour is the culture. In case of animals, their behaviour is 
generally triggered by instinct, whereas in case of human beings, 
behaviour is normally learned. When the child grows up, he is 
largely influenced by all tose things which he sees around him. It 
includes his family and the society as a whole in which he lives. His 
preferences and behaviour patterns etc. are all influenced and 
result in his behaving in a particular way. Marketers try to spot 
cultural shifts so that they can aim their marketing activities 
accordingly. For example, Indian culture emphasises the 
purchasing and wearing of new dresses on festivals like Deepawali. 
Naturally, there will be good demand of new dresses on the eve of 
Deepawali. These are variables within the cultural aspect of 
consumer behaviour. 
2. Subculture :
Within a culture group, there is a smaller group, 
which has been termed as subculture by Philip Kotler. He gives as 
illustrations, groups such as, Catholics and Jews; racial groups 
such as blacks and whites having their different culture styles and 
attitudes. Similar subculture segmentation can also be applied in 
India where we have several types of linguistic, religious and 
communal groups (Hindu, Muslim, Sikh, Christian etc.) as well as 
behaviour patterns which vary from north to south and east to west. 

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