MODELS OF CONSUMER BEHAVIOUR - Freud Theory or Model
Freud Theory or Model:
The Psychological forces shaping the consumer behaviour is mostly unconscious & their individual himself may not be able to given an explanation for his own preferences of a product. Sometimes he himself cannot fully understand this motivation to buy a product. Where an individual sees a product, he is not only analyses its features but also looks for the less conscious features like the size, color, shape, brand name & etc…, all these can act as factors of motivating him to buy the product, at the same time this consumer ins unaware of the preferences he has for it. Motivation researches conduct in depth service or interviews in order to find the effect of such unconscious factors.
Recent research has given result that each product is capable of bringing out a certain set of motives. For ex. An insurance policy will be opted by one who meets security for him and his family.
Different brands use this unconscious consumer behaviour to trap customers by giving different appeals. This is often termed as motivational positioning.
Source: Books & Notes
Tags: Behaviour, Consumer, Consumer Behaviour, employees, finance, Finance Management, Freud Theory or Model, Human Resource, Human Resource Management, Management, Management Accounting for MBA, Marketing, Marketing Management, Maslow Theory, Maslow's Model, Maslow's Theory, MBA Accounting, MBA Career, MBA Exam Study material, MBA Finance, MBA internet materail, MBA on Internet, MBA project, MBA Study Material, Models of Consumer Behaviour, Motivation, Organisation, organisational Behaviour
By: Management Duniya
No comments:
Post a Comment