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Consumer Behavior

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MANAGEMENT DEPARTMENT
CONSUMER BEHAVIOR
„CONSUMER MOTIVATION“

Lecturer: ********
Student: A**** C****

October 2013.

CONTENT:

* MOTIVATION

* NEEDS

* GOALS - The Selection of Goals

* RATIONAL VS EMOTIONAL MOTIVES

* DYNAMICS OF MOTIVATION

* AROUSAL OF MOTIVES

* HIERARCHY OF NEEDS

* A TRIO OF NEEDS

* MEASUREMENT OF MOTIVES

* MOTIVATIONAL RESEARCH

* HUMAN NEEDS – consumer needs – are the basis of all modern marketing.

* Needs are the essence of the marketing concept.

MOTIVATION: * MOTIVATION is the driving force within individuals that impels them to action.

* This driving force is produced by a state of tension, which exists as the result of an unfullfilled need.

NEEDS: * Needs are the essence of the marketing concept. Marketers don’t create needs but can make consumers aware of needs.

* Types: * - INNATE NEEDS /primary * ACQUIRED NEEDS /secondary

GOALS: * Goals are the sought-after results of motivated behavior.

* Individuals set goals on the basis of their personal values and they select means that they believe will help them to achieve their desired goals.

The Selection of Goals: * The goals selected by individuals depend on their:

* personal experiences * -physical capacity * -prevailing cultular norms and values * -goal’s accessibility in the physical and social environment.

RATIONAL VS EMOTIONAL MOTIVES: * Rationality implies that consumers select goals based on totally objective criteria (size, price, mpg...).

* Emotional motives imply the selection of goals according to personal or subjective criteria (pride, fear, status).

THE DYNAMICS OF MOTIVATION: * NEEDS ARE NEVER FULLY SATISFIED

* NEW NEEDS EMERGE AS OLD NEEDS ARE SATISIFIED

* SUCCESS AND FAILURE INFLUENCE

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