Perception - Consumer Behaviour and CRM - 2

We are talking here consumer behavior as part of our talk on Why CRM. We talked CRM, Importance of Consumer Behavior , Consumer Behavior-Introduction as a part of leadorganizer and lead management with reference to Why CRM and agency management system. In our previous post, we talk about Types of Consumers, Buyer Vs User, factor influencing consumer behavior, psychological factors effecting consumer behavior, Maslow's Hierarchy of Human Needs and Maslow's Hierarchy of Human Needs - Consumer Behaviour -1.

Today we talk Perception as psychological factor.

Perception is the second major psychological factor that influences consumer behavior. Perception can be described as “how we see the world around us”. All the time we are receiving messages through our five organs viz., eyes, ears, nose, mouth and skin, The different sights, sounds, smells, tastes and sensations that we feel are knows as stimuli.

Each person recognize, selects, organizes and interprets these stimuli in his own individual manner based on his needs, values and expectations and this is knows as perception. Since each individual’s need, motives and expectations are unique therefore each individual’s perception is unique.

Perception helps to explain the phenomenon of why different individuals respond differently to the same stimulus under the same condition. As a marketing manager, you are providing stimulus to your consumers through the physical shape, colour, size, fragrance, feel, taste of your product, it’s package, advertisements and commercials.

Your interest is to understand why and what different types of perceptions are associated with each of the stimuli so that you can highlight that particular stimulus or combination of stimuli which evokes the most favorable perception in the maximum number of consumers.

ref: CRM Software with leadorganizer, agency management software

Maslow's Hierarchy of Human Needs - Consumer Behaviour -1

CRM we are talking here and we talk CRM, Importance of Consumer Behavior , Consumer Behavior-Introduction as a part of leadorganizer and lead management with reference to Why CRM. In our previous post, we talk about Types of Consumers, Buyer Vs User, factor influencing consumer behavior, psychological factors effecting consumer behavior and Maslow's Hierarchy of Human Needs.

Today we are continuing our talk on maslow’s Hierarchy of Human Needs.

Maslow’s Hierarchy of human needs helps us understand consumer motivations. It is useful for the marketer who can identify what generic level need h is product is capable of fulfilling and accordingly position his product and back it up with relevant marketing inputs.

Products such as food and cloths are purchased because they fulfill safety needs; most personal care products such as soap, toothpaste, shaving cream, perfume are bought primarily because they serve social needs. And luxury products such as jewellery, expensive clothing, fancy house and cares are bough mainly to serve ego and self-actualizations needs.

The same product can be sold to entirely distinct customer segments provided the marketer can correctly identify the need which the product is fulfilling. For instance, a cycle may be bough by different customer segments for entirely different reasons. One segment may buy to use it as a mean of commuting, for another segment, a cycle serves a recreational/leisure need while for a third segment, it fulfils the need of a health aid. Still another customer segment buys a cycle for use in competitive sport.


ref: CRM and SFA software leadorganizer

Maslow's Hierarchy of Human Needs - Consumer Behaviour

Why CRM? We are talking here. We talked about CRM, Importance of Consumer Behavior , Consumer Behavior---Introduction as a part of leadorganizer and lead management with reference to Why CRM. In our previous post, we talk about Types of Consumers, Buyer Vs User and factor influencing consumer behavior and psychological factors effecting consumer behavior.

Today we are going to talk about Maslow’s Hierarchy of Needs.

All human need can be classified into five hierarchical categories and this hierarchy is universally applicable. These five categories are as under.

1) Physiological Needs.
2) Safety & Security Needs.
3) Social Needs.
4) Ego Needs.
5) Self actualization Needs.
The theory of hierarchy of need was propounded by Abraham Maslow. According to Maslow’s hierarchy all needs can be ranked in order of importance from the low biological need to the higher level psychological needs. Each level of unfulfilled need motivates the individual’s behaviour and as each successive level of need is fulfilled people keep moving on to the next higher level of need.
The different levels of need have been depicted as being water tight compartments. But in reality there is always overlap amongst the different levels of need. Since no need is ever totally satisfied. There is always scope for further fulfillment.

We continue our talk in next post.

ref: crm & sfa software

Psychological Factors-Consumer Behavior

We talk about Importance of Consumer Behavior , Consumer Behavior---Introduction ,CRM as a part of leadorganizer and lead management with reference to crm. In our previous post, we talk about Types of Consumers, Buyer Vs User and factor influencing consumer behavior.


Consumer Needs and Motivations
We all have needs and we consume different goods and services with the expectation that they will help fulfill these needs. When a need is sufficiently pressing, it directs the person to seek its satisfaction. It is known as Motive. All our needs can be classified into two categories-primary and secondary.

Primary need or motives are the physiological need which we are born with, such as the need for air, water, food, clothing, shelter and sex.

The secondary needs are our acquired needs which we have developed in response to the society and environment in which we live. The secondary needs are the result of the individuals’ psychological make-up and his relationship with other members of the society.

The secondary need may include the need of power, prestige, esteem, affection, learning, status etc. Clothing is a primary need for all of us but the need for three piece tweed suit or jean pant o silk kimono are expressions acquired needs. The man wearing a three piece tweed suit may be seeking to fulfill his status need or his ego need by impressing his friends and family.

The theory of hierarchy of need was propounded by Abraham Maslow. We talk on this in our next post.


ref: crm, sfa, lead management, leadorganizer software for insurance industry.