Studying of the relationship between individual psychological factors with consumer behavior in Taktazan-e Novin-e Kish company

In today's world full of changes and transformations, needs of consumers are constantly changing. The final and essential element, both in production and consumption, is human. Complex element with varied and diverse needs of the constantly changing; In this regard it also shows a different behavior. Therefore, this study aims to examine and identify individual psychological factors and their relationship with consumer behavior. Population of this study includes actual and potential customers of the Taktazan-e Novin-e Kish Company which they are 384 people. In terms of purpose, this is an "applied" research. Due to the nature of the research, the data-collection method and the goals of the research, the method used in this research is "descriptive survey". Required to collect data, a questionnaire was distributed with high validity and reliability of 0/82. In order to analyze the data, Spearman's test, analysis of variance and the mean of the two communities were used. The results showed that individual psychological factors (consumer characteristics, cognition and emotion, motivating factors and consumer confidence) are associated with consumer behavior and among the factors motivating factors have the highest correlation and confidence has the lowest correlation with consumer behavior. In addition, the mean of individual psychological factors in men and women single and married people is alike and has no differences. The mean of consumer cognition and emotion and also personality characteristics factors of consumers in younger people are more than other groups.