CUSTOMER BEHAVIOR IN MARKET --- WHAT MAKES CUSTOMERS SAY “YES”?

Dr. Pankaj. K. Trivedi

Abstract


Although highly specialized knowledge is certainly desirable in many areas, it’s the expertise that comes from a mastery of the fundamental laws of human psychology that’s likely to be much more valuable in understanding, predicting and shaping human behavior.

            It is important to understand the fundamental, psychological laws by which humans are changed, are motivated to try something new, and are led to say “yes” in a variety of situation. Social psychology supports volumes of literature on why and how people are persuaded. Hundreds of tactics and scores of theories are now part of the social scientist’s storehouse of knowledge.

          Principles that influence human psychology can be useful in a variety of situation, such as business dealings, societal interactions, and personal relationships. For marketers, they can be most valuable for motivating consumer purchasing decisions. Robert B. Cialdini and Kelton v. L. Rhoads’ analysis has uncovered six basic psychological principles that underlie successful influence tactics: reciprocity, scarcity, authority, consistency, liking, and consensus. Having a firm grasp of these rules of persuasion can help marketing professionals confidently predict and influence consumer behavior. 


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References


Robert B. Cialdini and Kelton v. L. Rhoads, ‘Human Behavior and the Marketplace’.

Johar Gita (2008, January). Want to Influence someone? Pile on the information. Indian Management, 47(1), 72 – 74.

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Kotler Philip (2007). Analyzing consumer markets. In Kotler Philip, Keller Kevin Lane, Koshy Abraham & Jha Mithileshwar, Marketing Management (12th ed.) (pp. 145-175). Delhi, India: Dorling Kindersley (India) Pvt. Ltd.

Saxena Rajan (2007). Consumer behavior: Understanding the buyer. In Saxena Rajan, Marketing Management (3rd ed.) (pp. 148 – 177). New Delhi, India: Tata McGraw Hill Publishing Company Limited.


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