COURSE TITLE: CONSUMER BEHAVIOUR

INTRODUCTION
Consumer behaviour or motivation is the study of individuals, groups, or organizations and the processes they use to select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the decision-making processes of buyers, both individually and in groups. It studies characteristics of individual consumers in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general.
Consumer needs are the basis of all modern marketing and constitute the essence of the marketing concept. However, research has shown that consumer behaviour is difficult to predict, even for experts in the field. Thus, in the attempt to understand consumers’ motivation, marketers usually make reference to the theories of needs such as Maslow’s Hierarchy of needs, the trio of needs and Murray’s list of psychogenic needs.
In this exposé, we would identify the components of the trio of needs and Murray’s list of psychogenic needs and illustrate them with examples in Ghana.

I. TRIO OF NEEDS
The components of the Trio needs theory are the following: * Power * Affiliation * Achievement

* The need for power Power refers to the individual’s desire to control other people and objects. It is tied to a type of ego needs. In Ghana, we could relate this need to people in the high social class who seek power by way of political ambitions. * The need for affiliation
Affiliation suggests that behavior is influenced by the desire for social ties, for friendship, for acceptance and for belonging. People with high affiliation