Page 168 - DMGT551_RETAIL_BUSINESS_ENVIRONMENT

Anand Thakur, Lovely Professional University
Unit 9: Motivation and Perception

Unit 9: Motivation and Perception Notes

CONTENTS
Objectives
Introduction

9.1 Motivation
9.2 Motivational Conflict
9.3 Motivational Intensity

9.4 Motivation Research
9.5 Perception
9.6 Interpretation of Stimuli
9.7 Perceived Product and Service Quality
9.8 Modelling Consumer Behaviour: Objectives

9.9 Support of Basic Disciplines
9.10 Some Recent Models
9.11 Bettman’s Information Processing Model of Consumer Choice

9.12 Summary
9.13 Keywords
9.14 Review Questions
9.15 Further Readings

Objectives

After studying this unit, you will be able to:

Explain the concept of Needs
Discuss Motivational Conflict
Explain the Theory of Motivation
Discuss the concept of Perception
Describe about Perceived Product and service Quality

Introduction

Motivation and perception influence consumer behaviour in many ways. That is why companies
spend such a lot of money in creating the right message for their products.
Motivation can be anything from being one up on the neighbours, being the first with the latest
technology, quality and being part of an elite group of people who can obtain a certain product.
It can also be wanting to be like someone, which is why companies use celebrities to market
products. Celebrities who have contact with a particular group or age bracket can do a great deal
to influence sales of goods. People like David Beckham appeal to the youth market whilst
people like Stephen Fry appeal to the more learned and discerning people.

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