PSYCHOLOGICAL FACTORS INFLUENCING CONSUMER BEHAVIOUR A CONCEPTUAL FRAME WORK

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