Discuss the factors influencing retail consumer behaviour.

Factors influencing retail consumer behaviour are -

1. Psychological Factors:

Interestingly, human psychology is actually an integral factor that influences consumer behavior although these factors aren’t exactly easy to measure. A few integral psychological factors driving the behavior of consumers are : 

• Motivation

Motivation actually becomes a considerable defining factor influencing a person’s buying behavior. A popular motivation theory is Maslow's theory of hierarchy of needs in which he developed a model that lays the foundation for 5 different levels of human needs where he lays the base with psychological needs and moves on to safety needs, social needs, esteem needs and finally heading to self-actualization needs.

• Perception

Our perception is shaped when we gather information regarding a product and examine it to generate a relevant image regarding a certain product.  

• Learning

Every time we purchase a product we get a deeper knowledge about it through experience. This learning mainly depends on our experience, knowledge, and skills. 

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