What do you understand by psychological factors. Differentiate between psychological factors and personal factors?

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Psychological factors play a crucial role in influencing consumer behavior and decision-making processes in retailing. These factors encompass the mental and emotional processes that affect how individuals perceive, evaluate, and ultimately choose products or services. Understanding these psychological factors is essential for retailers to effectively target their marketing strategies and enhance the shopping experience for consumers.

One of the primary psychological factors is perception, which refers to how consumers interpret and make sense of stimuli in their environment. Perception can be influenced by various elements, including past experiences, cultural backgrounds, and individual preferences. For example, a consumer may perceive a brand as high-quality based on positive experiences or advertising, while another may have a negative perception due to previous dissatisfaction. Retailers often seek to shape consumers' perceptions through branding, advertising, and store design to create a favorable impression of their products.

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Degree : BACHELOR DEGREE PROGRAMMES
Course Name : Bachelor of Business Administration in Retailing
Course Code : BBARIL
Subject Name : Overview of Retailing
Subject Code : BRL 101
Year : 2024 2025