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Q. Explain Psychoanalytical model of consumer behaviour?
This model is on the basis of work of psychologists who were concerned with personality. They were of the outlook that human needs and motives operated at the conscious as well as subconscious levels. Sigmund Freud urban this theory. As-per to him human behaviour or else personality for that matter is the outcome of three components viz
(a) 'id' which is the source of all psychic energy which drives us as action
(b) 'Super ego' which is the interior representation of what is approved by the society
(c) 'ego' which is the cognisant directing 'id' impulses to find gratification in a communally acceptable manner. Therefore we can say that human behaviour is directed by a complex set of deep-seated motives.
This signifies that buyers will be influenced by symbolic factors in buying a product.
Motivational research has been concerned in investing motives of consumer behaviour so as to develop appropriate marketing implications accordingly.
Marketers have been utilizing this approach to generate ideas for developing product-design features advertising as well as other promotional techniques.
Risk as an Importer : The position is entirely opposite of what it is for the exporter. If the importer is billed in rupees, he does not stand to loss at all whether the foreign
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Q. How do customers buy? Research advised that customers go through a five-stage decision-making process in any purchase. This is précised in the diagram below: This mo
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The basic aspects to be noted about the buying centre are that: --The influences across the centre can differ from one product category to another. --The composition itself
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