Based on the notion of a universal hierarchy of human needs Dr Abraham Maslow, a clinical psychologist formulated a widely accepted theory of human motivation. The Role That Motivation Play In Consumer Behaviour. endobj This theory signifies the importance of satisfying the lower level needs before higher level needs arise. behaviour has been defined as the study of human behaviour in a consumer role. 6 0 obj L��i������駟�_>̶���rv�}��/���ﮖ���_��v� �N�,8���G����f�q��@K�#�Bj�>S��H�J�H���������kRcF�Xv���r��[CE��v� What are Goals − Goals are the objectives that have to be fulfilled. Motivation may be intrinsic or extrinsic. All marketers can profit from understanding how and why consumers buy. In today’s scenario, despite the criticisms or shortcomings, motivational research is still regarded as an important tool by marketers who want to gain deeper insight into the why’s consumer behaviour. <> For example, food is a need and type of food is our want. They need to maintain themselves in a society and try to be accepted. <>stream They are known as the basic necessities or primary needs. - MORGAN AND KING Motivation is the driving force within individuals that impels them to action. x��;�nG���@pf1o�!���U�՗A0�%�%:2u�b�( This identifies five basic levels of human need which rank in order of importance from lower level needs to higher level needs. endobj Motivation Question: Consumers have rational motives and emotional motives when making purchasing decisions. Generic goals are general in nature, whereas product specific goals are the desires of a specific nature. This identifies five basic levels of human need which rank in order of importance from lower level needs to higher level needs. Goals are generic and product specific in nature. Needs are the core of the marketing concept. The main aim was to understand Sometimes needs are satisfied and sometimes they are not due to individual’s personal, social, cultural or financial needs. According to this theory, dissatisfaction motivates the consumer. This theory signifies the … Based on the notion of a universal hierarchy of human needs Dr Abraham Maslow, a clinical psychologist formulated a widely accepted theory of human motivation. Approach Avoidance Conflict − This type of conflict happens when the consumer decides in favor of a product, but is unhappy with a particular feature of the product and wants to avoid it. 5 0 obj Individuals here in this stage want to rise above the general level as compared to others to achieve mental satisfaction. Change takes place due to both internal as well as external factors. � ���>���~GN� 'l1'�)44�#�=+B�ij�t�Y?��$8��E�&�,�V��0��0����4)Y�Mq�fM1y�������_Id���uZ͒6�����Y:'���b�J(=p��%�)Q��1`9$�HB�1�/�'V �^��% �~ Self-Actualization − This is the highest stage of the hierarchy. Social Needs − After the safety needs are satisfied, consumers expect friendship, belonging, attachment. The study of Motivation refers to all the processes that drives in a person to perceive a need and pursue a definite course of action to fulfill that need. Understanding consumer behavior is never simple, because customers’ behaviors are changeable. [ 5 0 R 53 0 R 116 0 R 171 0 R 186 0 R 205 0 R 218 0 R] Following are the levels of human needs −. %PDF-1.4 A buyer has several motives and each change with various elements. Marketers have to understand the motives of their potential customers to enjoy good sales. 1 0 obj Explain using examples and marketing knowledge, how consumers prioritize there consumption behavior of goods and services & any relevant manifest and latent motives behind such purchasing. Consumer behaviour, according to Walters (1974: 6), represents specific types of human actions, namely those concerned with the purchase of products and services from marketing organisations. Physiological Needs − Food, clothing, air, and shelter are the first level needs. Following are the major conflicts that may arise −. Consumer Behavior vs. This paper presents the results of a survey conducted in Thessaloniki Greece, in a probability sample of 375 households, selected with a combination of the two-stage area sampling and the systematic sampling method. <> Esteem Needs − Then comes esteem needs such as self-esteem, status, prestige. ��O�F�G0�7&L���uT!�q�3��(���1����+�'p������cQ��\[�2�V&�'�e�Gj��x��2 �"�!�gmf��*3 �k��G!,��J!�����JؿtD�ԉ��dɰ� ����7|�����8��{y��Q�,���5K. Central University Of Haryana 2. 2 0 obj The term is generally used for humans but, theoretically, it can also be used to describe the causes for animal behavior as well.