Page 43 - DMGT506_CONSUMER_BEHAVIOUR

Consumer Behaviour

Notes important. Many nutritious products are promoted on this theme (the commercial of Butter Bite
biscuits).
Affiliation Need (active, external): People seek acceptance, affection, and warm personal
relationships with others. Group membership is important to most people in their lives and to
fulfil this need they observe group norms including purchase decisions. Many commercials of
soft drinks focus on this motive.
Identification Need (passive, internal): This motive drives people to adopt new identities and
roles to increase one's self-concept. People gain pleasure from adding satisfying roles and by
enhancing the importance of already adopted roles. Many ads focus on encouraging a good host
image by using certain brands.

Modelling Need (passive, external): Modelling is major learning method by which children
learn to become consumers. Children imitate the behaviour of elders and learning takes place.
It also explains the tendency of group members to adopt certain behaviours approved by group
members. Many ads use endorsers that are believed to be role models using certain brands to
convince conformists.

Task Visit some websites like Audi.in, Safpar.com, faceadrenalin.com, rolex.com,
versace.com etc. and describe one that makes use of an appeal based on need for self
esteem.

Caselet Changing Consumer Motivation

onsumers are beginning to change their views regarding moving. The motivation
for consumers to move is shifting from the financial aspect to the needs of the
Cconsumer. A significant segment of the population has moved to take advantage
of the low interest rates that have been available. These consumers have moved to achieve
a higher quality of life without the higher monthly payment that usually accompanies it.
They move because it makes financial sense to do so.
According to a survey conducted by Harris Interactive:
25% of Americans in the market for a new home cite a life change as the reason for their
move. Consumers are citing retirement location, new baby, divorce, or a new job as their
primary motivation for moving.

As Agents, we can find out about these people through our past clients and sphere. These
people in our database hold the key to accessing a larger segment of new business.
The best way to more effectively find out about moving trends and increase referrals from
our past clients and sphere is to ask more specifically. Most Agents have been trained by
sales trainers to ask for referrals globally. They use techniques like "Oh, by the way" or
"Do you know of anyone who needs my services?". These techniques all work slightly to
generate referrals, but they are not very effective.
To really achieve the Championship level in referrals, you have to ask specifically. We
have to ask our past clients and sphere about the people they know: those who are expecting
a new baby, someone who has gotten a job promotion or job transfer. We must position
ourselves well ahead of the transaction, not just in the transaction.
Contd...

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