Time Pressure

There are three factors which influence the degree of active reasoning that is undertaken by the consumer in his process of decision-making. There are:

1. involvement,
2. alternative differentiation, and
3. time pressure.


We talked about Involvement and Alternative Differentiation in our previous talk. Let’s talk about Time Pressure Today.

When you are under pressure to make a decision quickly, you connot afford to spend a long time finding out about the various products or brands. You would probably buy whatever is readily available. When you are planning to buy a term life insurance, user can go on net and find out different available options. While traveling in you car to a hill station you car tyre bursts and you need to new one. At that time you would buy the brand that is available at whatever price without giving it too much thought. But under a different situation, when you need to buy new tyres, you would certainly like to find the features of nylon and radial tyres and evaluate various brands e.g. Modi, MRF, Dunlop and Apollo etc. on their individual advantages and disadvantages.

Understanding Consumer Behavior

A consumer’s decision to purchase a product influenced by a number of variables which can be classified into four categories, namely psychological, personal, social, and cultural. Consumer Behavior effect demand of product with the area also. For example consumer in city area preferred to use vertical blinds, roller shades or faux wood blinds. Which villages or rural area consumer preferred to buy curtains.

Man is a many faceted, complex psychological being. His consumer behavior is influenced by his motives, perceptions, attitudes and learning. Each of these psychological factors provides a unique mental framework for each consumer within which he makes his purchase decisions. For the marketer it is essential to associate his product with the motives and positive perceptions of his consumers. Also he must ensure that the product concept fits in with the consumer’s existing attitudes and beliefs. Owner of lifequotecenter.com says that they are provider of instant life insurance rates and life insurance quotes online, it is easy for them to sell their Term life insurance products to educated and literate consumer rather than uneducated and illiterates. Perceptions, attitudes and learning are most important of consumer behavior.

Consumers differ from one another in terms of their sex, age, education, income, family life-cycle stage, personality and life style, and other personal characteristics which influence their buying behavior. The needs of elderly consumers are different from those of young consumers. Newly married couple has needs which are totally different from older retired married couples. To successfully market to consumers with differing personal characteristics, the marketer must accordingly modify his marketing strategies.