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Paint-up in bright pastel shades, use gay, colorful crisp, fresh 

 looking packages and wrapping materials. Dress up your market with 

 colored buntings, banners and colored lights, but don't detract or over 

 do it. It can become offensive. 



Women are more emotional and superstitious than men . They are more 

 apt to live in two worlds — one real and one of fantasy. So that they 

 have a stronger predisposition toward satisfying their many psychologi- 

 cal needs, which takes me out of the realm of tangible factors that in- 

 fluence women's buying and into the area of desires, wants, and motives. 



Middle aged women buy red convertibles because this gives them the 

 feeling of being young. People are supposed to associate oranges with 

 feelings of friendliness; grapefruits are associated with elegant re- 

 serve; and plain wrapped boxes of candy are more acceptable to calorie- 

 conscious indulgers than candies in a fancy box. The dieter doesn't 

 feel as guilty about buying them. 



Today's ads are designed on the basis of these kinds of findings. 

 A product is sold to cater to psychological needs as well as physical 

 needs. For example, aspirin isn't really sold as medicine, it's now a 

 sort of hormone to sweeten your disposition. Coke isn't just a drink, 

 it's the phenomenon that makes things go better. Pepsi makes you think 

 young, be sociable, and belong to the modern generation. Detergents 

 put giants in washing machines and provide you with a knight in shining 

 armor who is stronger than dirt; household cleaner creates a white tor- 

 nado. Expensive soap isn't sold to wash a wonan's dirty neck, it's to 

 give her allure and make her squeaky clean all over. 



The point is that in this new era of the consumer there is a lot 

 more to a product or service than its physical characteristics. Any 

 product and service including your roadside market is a whole bundle of 

 attributes, physical and psychological. A whole cluster of ideas sur- 

 round it. 



So, consumers don't simply buy a product, they buy your products 

 and a whole bundle of tangible and intangible attributes --a whole clus- 

 ter of ideas that surround your products. They buy these products not 

 only to satisfy physical needs, but equally important, they buy the 

 whole bundle of attributes to satisfy various psychological desires, 

 needs and motives. 



One of the most important concepts in consumer psychology is that 

 the consumer's response is not directly related to the Stimulus. It is 

 related to the Consumer's Perception of the stimulus. Perception is 

 the key factor. It's the Consumer's perception that counts. Percep- 

 tion in a broad sense, includes the notion of consumer desires, needs, 

 motives, attitudes, preferences, expectancies and values--a whole slew 

 of psychological factors. Some of these factors are : 



(1) A desire for a feeling of security with respect to physical 

 financial, and psychological well-being. 



