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Consumer Behaviour
Notes Motivation is said to be the driving force within us. It is produced by a state of tension caused by
our unfulfilled needs and wants. We strive to reduce this tension through appropriate behaviour
that we expect will satisfy our needs. Much depends on our thinking and learning in selecting
the goals and the patterns of behaviour that we believe will satisfy our needs. Whether our need
is fulfilled leading to reduction of tension depends on the course of action that we take.
3.1 Dynamics of Motivation
As defined earlier also, consumer motivation is an internal state that drives us to identify and
buy products or services that fulfill our conscious and unconscious needs or desires. The
fulfillment of those needs can then motivate us to make a repeat purchase or to find alternate
goods and services to better fulfill those needs.
3.1.1 Level of Motivation
The level of motivation would depend on the intensity of our need. Our motivational levels
may vary from low to high depending on how important is that purchase. Influences include
familiarity with the purchase, status factors and overall expense and value. Where fulfillment
rewards are low, as with routine purchases like salt, sugar, tea, shampoo etc., motivation levels
are also relatively low and involve little decision-making behavior. On the other hand, with a
complex, risky and emotionally-charged process such as buying a new car, the drive to achieve
the best result is high.
Motivational levels differ greatly between individuals and are influenced by many external
variables. These include the social value of making the "right" decision, beliefs about brands and
alignment of brand values and personal values. If other people are involved in the decision,
their motivation also affects the behavior of the primary consumer.
3.1.2 Motivational Behaviour
The behavioural aspect of consumer motivation concerns the actions we take before purchasing
and consuming goods or services. We might do a lot of research-evaluating alternatives, testing
and sampling-before making a purchase decision. We might decide to buy something based on
which goods or services most closely meet and satisfy motivational wants and needs. Marketers
aim to gain the most impact and eventual sales by linking their products and services to clearly
defined consumer needs and by understanding what motivates people to buy.
3.2 Types and System of Needs
'Needs' can be defined as a felt state of deprivation of some basic satisfaction. The point is that
this deprivation has to be felt to drive the individual to seek satisfaction. Every person has
needs. Some of these needs are basic to sustaining life and are born with individuals. These basic
needs are also called physiological needs or biogenic needs and include the needs for air, water,
food, shelter, sleep, clothing, and sex. Physiological needs are primary needs or motives because
they are essential to survival.
Acquired needs are learnt needs that we acquire as a result of being brought up in a culture and
society. For example, needs for self-esteem, prestige, affection, power and achievement are all
considered as learned needs. Acquired needs are generally psychological, resulting from an
individual's subjective psychological make up and relationship with others and are considered
as secondary needs or motives.
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