Consumer Buying Motives

Motivation can be defined as the internal state of individual’s mind that enable individual and directs the behaviour of the individuals. Motivation makes the individual to do something. It is defined as the individual’s willingness to intensity efforts to achieve the goals.

Motives are a driving force of consumers to satisfy their needs and wants. It is important to understand what motivates buyers as it influences their criteria on choice. For a better understanding of motivation, one can refer to Maslow’s hierarchy of needs which is based on physiological needs, safety needs, social needs, esteem and status and self-actualisation. Celebrities are used in advertising campaigns for customer motivation.

According to Consumer Behavior, “Motivation refers to the processes that lead people to behave as they do. It occurs when a need is aroused that the consumer wishes to satisfy,” (Solomon, 2013). Inherently, consumers do not make any purchase decisions without first having a motivation. A consumers’ motivation causes an internal tension that drives the consumer to reduce or completely eliminate it. (Solomon, 2013). Marketers often associate consumers’ motivations with their underlying wants and needs. I chose motivation because without having an initial motivation consumers’ would not make purchases and there would not be a field of consumer behavior.

Motivation is the drive within humans that makes us act, it is a process that influences goal directed behavior. Drives are considered internal factors that push an organism into action. Throughout our lives, we have certain drives within us that motivate us to behave and act in a certain way to fulfill our needs and desires. We have biological, social and emotional drives within us. Without motivation, we would not have the ability to take action and have the potential to achieve self-actualization. There are various motivational theories. The incentive theory suggests individuals are motivated to do things through external rewards. Behavioural learning concepts like reinforcement play an important part in this theory.

Bythe(2013)divided six motives of consumer into six sorts, which respectively are primary motives, rational motives, conscious motives ,dormant motives, emotional motives and secondary motives.

Motive is a reason for doing something, especially one that is hidden or not obvious.

The commonsense definition of motives that I had before the course was that motives can be seen as the reasons that enable us to make certain decisions regarding our actions. To me a motive was or could be looked at as an incentive, something that could push a human in terms of having made a clear and definitive reason for undertaking or embarking on certain endeavors. Being the reason why one

1. Using the tricomponent attitude model, compare the differences in attitude of consumers towards Kraft Foods versus their attitude towards Vegemite.

Reflect on each of these five topics and discuss how each may have an impact on your target market’s decision-making process.

Identify and explain the five stages of the consumer buying process. Give examples of marketing activities designed to influence each stage.

In this video, it reviews the different theories of motivation. Motivation is an internal state of mind that activates a certain behavior that directs it towards a certain goal. We are the creator of our own destiny, and how we react towards our own motivation to accomplish our goals. The theories it presented were instinct, drive-reduction, incentive and cognitive. All theories were part of a common denominator, behavior. People are motivated by drive, incentives and goals. When they have accomplished a certain goal, their ultimate satisfaction is rewarded. We are motivated and driven by accomplishing goals.

Motivation is the reason or purpose behind action, or what causes one to act in

Motivation is a reason or set or reasons for engaging in a particular behavior, especially human behavior as studied in psychology and neuropsychology. The reasons may include basic needs (e.g., food, water, shelter) or an object, goal, state of being, or ideal that is desirable, which may or may not be viewed as "positive," such as seeking a state of being in which pain is absent. The motivation for a behavior may also be attributed to less-apparent reasons such as altruism or morality.

Consumer behaviour is the study of how individuals, groups and organizations select, buy, use and dispose of goods, services, ideas or experiences to satisfy their needs and wants. The emerging costumer trends play an important role in analysing the marketing opportunities. A consumer buying behaviour is influenced by cultural, social and personal factors. The consumer passes through five stages of the buying decision process: Problem Recognition, Information Search, evaluation of alternatives, purchase decision and post purchase behaviour. This model is important for anyone making marketing decision and customer pass through all stages in every purchase.

To begin this discuss a definition of motivation is presented. Motivation involves the biological, emotional, social and cognitive forces that activate behavior. In everyday usage, the term motivation is frequently used to describe why a person does something (Motivation Psychological Factors That Guide Behavior, 2016).