Misc

Theory of Needs and Consumer Behavior

1ntroduction

Motivation stimulates the behavior of all humans . The process of motivation starts an unsatisfied want and the created tension from it In to reduce the tension , the individual exerts all possible efforts . The motives or needs serve as the root of the different types of the motivation process

1 . Research and discuss the theory of need

The buying choices of a person are persuaded by the four psychologically driven factors which are perception , beliefs and attitudes , learning and motivation . A usual state of

motivation is having many needs of a person . Those needs may be biological or those emerging from tension states , others are psychological in nature which emerges from the need of esteem , belonging or recognition . The majority of the needs is however insufficient in motivating a person in acting in a specific period of time . The need therefore transforms to a motive given that it emerged to a certain intensity degree . A motive is considered as a need which is adequately imperative to make the person to look for satisfaction . Most of the researchers collect information gathered from groups of consumers as samples in to reveal the in-depth motives on their choice of products (Armstrong Kotler , 2007 ) The needs can be negative , positive , hedonic or utilitarian , unconscious or conscious and as a result formulation of goals sets in . An individual may have many goals , some of which are infinite and frustration becomes possible when they fail to satisfy those needs . Through targeting substitutes or associated goals , or building defense mechanism like rationalization aggression , withdrawal and regression , a person can then deal with his /her dissatisfaction and frustration (ICMR , 2007

It is extremely significant in the part of the marketers to be aware of the motives empowering the consumer as they manifest their consumer behavior . The theories in motivation help the marketers to have a full understanding of the consumption of consumers under the influence of their needs . The Theory of Needs , known also a trio of needs by David McClelland tackles the three types of needs , which are the need for affiliation , the need for power and the need for achievement . The three types of needs have a vital part as strong influences or drivers of the consumers behavior . The concept of motivational conflict resolves the customers ' conflicting motives . In this point , the marketer then tries to forecast if the product has the potential to become solutions to conflicts (McClelland Burnham , 1976

2 . How needs fit within the stages of the consumer behavior models for both consumer

Motivation being a chief influence on the pattern of customer consumption lays the intense need to analyze and evaluate it as a part of research in marketing . Observations through qualitative techniques concentrates on groups , analysis and in-depth interviews are utilized to understand the suppressed motives of a particular consumer . How interested the consumer was about a product or their level of involvement reveals the consumer 's degree of motivation in buying a...