Page 76 - DMGT509_RURAL MARKETING

Unit 4: Rural Consumer Behaviour

Notes

Learning

N eed W orry D rive A ction

C ognitive W orry
P rocess R eduction

When the need is felt and till the time it is not fulfilled, the person suffers from anxiety and
worry which forces him to understand the nature of the need and its fulfillment propelling
him in to purchase action, which reduces his worry.
People have two types of needs; physiological, i.e. requirements of their bodies and
psychological needs of the mind. Food, water, clothing and shelter are the primary
physiological needs, and needs of power, self-esteem, affection love are the secondary
ones. A house may be the primary need but a bungalow where you can entertain guests
becomes psychological secondary need.
Similarly, after fulfillment, a new goal or need arises. In any case needs can never be fully
satisfied. When a person becomes Vice President of a firm, he changes his goal to becoming
the President. Product updates, newer technologies help the firms to use this urge as a
spring board for launching innovative products. Villagers use wood or coal for cooking
purposes. However, once they get to use cooking gas or LPG their need changes and they
would be ready to buy electric stove once electricity reaches the village in full measure.
Once the basic needs are fulfilled, people want to achieve higher goals. After getting a
good house to live, people would like to be known as community leaders.
As the saying goes, “Nothing succeeds like success.” Success gives extra fillip to people for
going to higher level goals. Failure, on the other hand make people redefine their goals,
by either lowering the standard or taking a different road altogether.
Goal substitution occurs on non-attainment of goal. If you can not buy a motorcycle you
buys a cycle. Some people go into a dream world devoid of reality. Non-achievement
causes people to go in to depression, which can result in behavioural changes like sulking,
going into a shell, or feeling anger. Rationalization of failure is also bad as it makes a
person complacent, and frustrated.
Behaviour is oriented towards achieving personal goals. People have general types of
goals and then they have product-oriented goals. The statement “We will travel to the
town once I purchase my Ford tractor” becomes a product and action oriented goal. It is
clear that everyone has rational and emotional motivations, with purely objective or
subjective criteria.

5. Post Purchase Behaviour: Post purchase behaviour comes from satisfaction, use and
disposal after use. It may be based upon the consumer’s own satisfaction arising due to his
preference for a particular more profitable option of the available alternatives. Sometimes
motivational research is conducted psychoanalysis of the consumer’s mind to understand,
the sometimes not so apparent reasons for their motives and post purchase behaviour.
(a) Baking: It conveys motherhood, femininity, love and caring; subconsciously the
baking process is a substitute for the childbirth process.

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