Part 1 - essay ‘ the importance to marketers of understanding human motivation ’ not only due to the increasing globalisation, economies in developed countries have an existence of a large scale in differentiated products and services. How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer and how marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer. Motivation, mood, and involvement consumer motivation motivation is an inner drive that reflects goal-directed arousal in a consumer behavior context, the results is a desire for a product, service, or experience. Consumer behaviour and marketing action the evaluation of marketing concept from mere selling concept to consumer-oriented marketing has resulted in buyer behaviour becoming an independent discipline the growth of consumerism and consumer legislation emphasizes the importance of studying consumer behaviour as a discipline.
Consumer research has been looked as growing sub discipline of marketing with an ambition to establish its pivotal application in the area of marketing, thus, study of consumer behavior or consumer research has been regarded as discipline of applied social science. Abraham maslow (1954) developed the hierarchy of needs model which can help us understand the basis of human motivationthe hierarchy can be divided into basic (or deficiency) needs (eg physiological, safety, love, and end growth needs (cognitive, aesthetics and self-actualization. Consumer behavior consumer behavior – database lifestyle a well-defined target market is the first element in the marketing strategy finding a target market can be a complex task depending on the product and how effectively it is advertised.
Motivation & consumer involvement -involvement is a motivational state caused by consumer perceptions that a product, brand, or advertisement is relevant or interesting - important to markets because it affects numerous consumer behaviors. Consumer behavior is affected by conscious and unconscious motives, economic needs, cultural factors and a variety of variables motivation research attempts to deconstruct complex behaviors so they can be understood and even influenced. Factors influencing consumer behavior definition: the consumer behavior is the study of how an individual decides to purchase a particular product over the other and what are the underlying factors that mold such behavior.
If a consumer or group of consumers merits a high level of innovativeness, it helps to guide how marketing of products can be linked to this aspect of personality and consumer behavior. Social marketing this free course is available to start right now 33 the importance of understanding motivation personal characteristics in figure 1 combine both psychological and personal factors two important factors which drive behaviour are motivation and attitudes. Marketing strategies affect the way a consumer ranks most important aspects of a brand like color, quality, taste, smell, texture, etc the impact of marketing strategies on consumer behavior is explained by gort and klepper (1982) as a process life cycle consisting of four stages. Understanding of consumer behaviour involves gathering of information from economics, marketing, psychology and sociology consumers according to loudon dl and della bitta aj, a consumer is anyone who involves in physical activities of evaluating, acquiring, using or disposing of goods and services.
The importance of consumer behavior in today's modern business is one of emotional attraction find out about the importance of consumer behavior in today's modern business with help from a public. About the consumer behaviour marketing essay 21 introduction all consumers visiting the stores to shop are unique in themselves they have varied needs and wants that differ from one another and also have different patterns & behaviour of consuming things. Abstract - motivation-need theories are reviewed, their implications to consumer behavior investigated, and the various findings and concepts integrated in formulating a model of generic choice prediction.
-internet used as marketing tool (e-marketing, increased importance of consumer behavior research, marketing research studies) -major influence on consumers' motivation to comprehend marketing info at time of exposure (weights that reflect the relative influence, importance) = specific behavior ~consumer's intention to engage in behavior. The origin of a consumer focus in marketing since the term consumer will be importance of consumer behaviour, especially from a marketing point of view influence of needs and motivation on consumer behaviour 231 the marshallian economic model according to the marshallian economic model, individual buyers will spend their.