Consumer needs motivations and goals

Further, the concept of power seems to be related to perceived and subjective equity. Here, an inequitable relation motivates the consumer to restore equity, that means he is motivated to bring his consumption level and pattern into agreement with that of his reference group.

Subsequently, a selection of a modal or method within the product class is made. Needs and past experiences are transformed into attitudes and beliefs that act as predispositions to behaviour. Marketers must be aware of the changing needs. These possibilities can be categorized under aggression.

The product choice is the first to be made. Therefore, it is very difficult to distinguish between rational and emotional consumption motives.

For example, sometimes people join a club but is not consciously aware of his social needs, a woman may not be aware of her achievement needs but may strive to have the most successful boutique in town. Absence of necessary attributes gives rise to dissatisfaction, while the presence of motivating attributes leads to satisfaction.

The first type of attributes inhibitors give rise to dissatisfaction, if their level is below a certain threshold. In these studies higher-order growth, actualizing needs are judged to be more important for top executives than for underprivileged workers Davis, ; Pellegrin and Coates, In the generic choice process, consumers compare the product classes on their ability to satisfy the basic needs.

In consumer research, we may distinguish between necessary product attributes hygienic factors and motivating product attributes. Needs for belongingness, love, and self-actualization are referred to as growth needs; the others are deficiency needs. Innate needs are also called physiological needs or primary needs which include food, water, air, shelter or sex, etc.

This model works well as it can also be used to explain more complex and arguably non-necessary purchase, such as a luxury items such as televisions or a new phone. It is our hypothesis that the ranges of equity upper and lower limits may well be measured by the expectancy-value type of model Table 1 for two reasons: Need hierarchy is also used for the basis of market segmentation with specific advertising appeals directed to individuals on one or more need levels.

A modern view of consumerism is still defined as a social movement to inform consumers so that they can make knowledgeable judgements regarding purchases Meyer, The commonality of the models is that the units of framework we present are of cognitive, subjective nature, and that they include hypothetical constructs as perceived equity, need achievement, expectation, and values.

Motivation and emotion/Book/2015/Consumer motivation

An additional example would be advertising new clothes and accessories on younger thin, attractive models; this would be associated with the esteem and belonging hierarchical level Halliwell, Ps and Is may have low levels and, hence, re-suit in low levels of the strength of the motive to achieve success Ts.

Customer satisfaction comes from the belief that they own the newest and best available. According to this theory, however, there is some overlap between each level, as no need is ever completely satisfied.

Consuming relates to love and being the feeling of being loved by providing the opportunity to demonstrate ones feeling via purchasing gifts.

This leads us to question, what leads us as consumers to purchase. Need Achievement The concept of need achievement McClelland, is basically another variation of the expectancy-value approach. We want to be leaders and trendsetters in our work and social group.


For example, which soap — Lux, Pears etc. What are the motivations that cause us to purchase a given product. To achieve growth needs, deficiency needs must first be satisfied. It is assumed that consumers always attempt to select alternatives that in their view, serve to maximize satisfaction.

According to Maslow, once people begin to satisfy their need to belong, they tend to want to be held in esteem both by themselves and by others. People say that needs are created for them by the marketer through subliminal method.

Simon, Organizations, New York: The consumers decided for themselves that the psychological satisfaction obtained from using the cockroach spray was more important to them than the need for a cleaner and more efficient product.

When you become aware of unconscious motivations, you might find that you are acting on emotional “truths” that are making you unhappy. How to attain your goals, great and small, and. Motivation-need theories are reviewed, their implications to consumer behavior investigated, and the various findings and concepts integrated in formulating a.

It can also be described as goals and needs of the consumers. Motivation arouses and directs the consumers towards certain goals. These needs can be psychological needs, needs of security, social needs, esteem needs and also self actualizing needs.

Consumer Motivation

Apr 19,  · Focused research into consumer motivations can enable your team to develop more successful marketing communications and an innovation roadmap that will be more likely to meet your consumers’ needs. Consumer needs &motivation Consumer motivation is based primarily on the notions of consumer needs &wants.

Need is the most basic human process of motivation begins when a. The direct relationship between consumer needs and motivations highlights the importance of producers being aware of a consumer’s motivation. Identifying the primary motivation enables the producer to provide the consumer with appropriate information which may source their satisfaction in a competitive marketplace (Grant, et al ).

Consumer needs motivations and goals
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