buyer behaviour

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Buyer Behavior

Table of Contents

TOC \o "1-3 " \u Table of Contents PAGEREF _Toc1 \h 1

Executive Summary PAGEREF _Toc2 \h 2

1 .0 Introduction PAGEREF _Toc3 \h 3

2 .0 Literature Review PAGEREF _Toc4 \h 4

3 .0 Application of Motivation in Coca Cola Company PAGEREF _Toc5 \h 7 (i ) Overview of Coca Cola Company PAGEREF _Toc6 \h 7 (ii ) Motivation as a factor used to influence Coca Cola Consumers PAGEREF _Toc7 \h 8 (iii ) Comparison with Other Organizations PAGEREF _Toc8

\h 10

4 .0 Conclusion PAGEREF _Toc9 \h 11

Bibliography PAGEREF _Toc0 \h 13

Executive Summary

Buyer behavior is usually influenced by various factors in the market These factors include social factors , cultural factors , personal characteristics and the motivational factors among others . The motivational factor describes the urge and drive that follows the buyers to move and satisfy their needs . Various theories and models have been used to define and explain how motivation influences the buyers behaviors . One of the theories is the Maslow 's hierarchy of needs theory which classifies the needs of people in different levels . The different needs influence the buying behavior of buyers depending on the level of the buyer 's needs

The theory according to many authors is a simplified way of explaining the needs of buyers and how they influence the buying behavior . Other complex models exist that seek to explain how motivation influences the buyer 's behaviors . The model by Segmund Freud is one of the...