| 1. Internal or psychological factors
The buying behaviour of consumers is influenced by a
number of internal or psychological factors. The most
important ones Motivation and Perception.
a) Motivation
In the words of William J Stanton, “A motive can be defined
as a drive or an urge for which an individual seeks
satisfaction. It becomes a buying motive when the
individual seeks satisfaction through the purchase of
something”. A motive is an inner urge (or need) that moves
a person to take purchase action to satisfy two kinds of
wants viz. core wants and secondary wants.
So, motivation is the force that activates goal-oriented
behaviour. Motivation acts as a driving force that impels an
individual to take action to satisfy his needs. So it becomes
one of the internal factors influencing consumer behaviour.
A need becomes a motive when it is aroused to a sufficient
level of intensity. A motive is a need that is sufficiently
pressing to drive the person to act. There can be of types of
needs:
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