Page 189 - DMGT551_RETAIL_BUSINESS_ENVIRONMENT

Retail Business Environment

Notes 9.13 Keywords

Absolute threshold: It refers to the lowest level at which an individual can experience a sensation.
Acquired needs: These are learnt needs that we acquire as a result of being brought up in a culture
and society.
Hedonic needs: These relate to achieving pleasure from the consumption of a product or service
and are often associated with emotions or fantasies.
Motivational intensity: It represents how strongly individuals are motivated to satisfy a
particular need.

Need: It has been defined as a felt state of deprivation of some basic satisfaction.
Perception: The process by which an individual selects, organises and interprets stimuli into a
meaningful and coherent picture of the world.
Physiological needs: These are primary needs or motives because they are essential to survival.
Utilitarian needs: These focus on some practical benefits and are identified with product attributes
that define product performance such as economy or durability.

9.14 Review Questions

1. What is the utility of consumer behaviour models to a marketer? Explain with reference to
marketing application in case of:
(a) An entertainment service
(b) A marketer of office equipment

(c) A marketer of luxury cars.
2. Comment upon the uses of consumer models.
3. How have the basic disciplines of psychology and anthropology helped in developing
consumer models? Take examples from your own decisions to explain the aspects which
are explained by psychological variables.

4. Briefly describe the scanner and interrupt mechanisms in the Bettman model. How would
these operate if you are planning to:

(a) Replenish your supply of toothpaste
(b) Buy a new carpet for your living room.

Answers: Self Assessment

1. Biological 2. Psychogenic
3. Approach-Approach 4. Ego

5. conspicuous consumption 6. in-depth
7. autism 8. survival

9. Motivation 10. Risk
11. Performance 12. Cues

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