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Stream/Area:
-
Subject:
-
Paper ID:
IJSREM66168
Volume:
10 |
7 |
Jul 2026
Pages:
1-11
Publication Frequency:
Monthly (12 issues per year)
License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.
Master Of Business Administration
Vidya Vikas institute of engineering & technology
Master Of Business Administration
Vidya Vikas institute of engineering & technology
Consumer behaviour is increasingly shaped by psychological rather than purely economic considerations, making it essential for businesses to understand the internal drivers of purchase decisions. This study examines how psychological factors — motivation, perception, learning, beliefs, and attitudes — influence consumer buying patterns. A descriptive research design was adopted, and primary data were collected from 400 respondents using a structured questionnaire distributed through Google Forms and direct interaction, with respondents selected through convenience sampling. The collected data were analysed using percentage analysis, Pearson correlation, multiple linear regression, and the Chi-square test. Results show that all ten psychological and social variables tested were positively and significantly correlated with buying behaviour (r ranging from 0.46 to 0.62, p < 0.05), with celebrity endorsements, advertisements, and social status showing the strongest associations. Multiple regression (R = 0.78, R² = 0.61) confirmed that brand image, discounts and promotions, peer recommendations, trust in ratings, mood, and impulse buying significantly predict buying behaviour, while brand loyalty was not a significant predictor. The Chi-square test further confirmed that consumer perception and attitude are significantly associated with purchasing decisions, particularly for product quality, price, design, and information availability, whereas value-for-money and customer-service perceptions were not significant. The findings suggest that marketers should prioritise emotionally resonant advertising, promotional pricing, brand image building, and trust-building through reviews to influence consumer purchase behaviour effectively.
KEYWORDS
The study confirms that psychological behaviour exerts a significant, measurable influence on consumer buying patterns. Correlation analysis showed all ten psychological and social variables positively and significantly related to buying behaviour, with promotional and social-influence factors (celebrity endorsement, advertising, social status) showing the strongest effects. Regression analysis explained 61% of the variance in buying behaviour, identifying discounts, brand image, and mood as the leading predictors, while brand loyalty showed no significant effect — suggesting today's consumers are more driven by situational and emotional triggers than long-term brand attachment. The Chi-square test confirmed that consumer perception of product quality, price, design, and information availability are significantly associated with purchase decisions, whereas value-for-money and customer-service perceptions were not significant predictors in this sample. Overall, the findings position consumer buying behaviour as a function of interacting psychological (needs, curiosity, mood), social (status, endorsements, peer recommendation), and marketing (advertising, promotions, reviews) forces. Businesses that integrate emotional and psychological insight into their marketing strategy — rather than relying on price or product attributes alone — are better positioned to influence purchase decisions and build sustained engagement.
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Publication Date
7/18/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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The authors declare no conflict of interest related to this research work.
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