Consumer Motivation and the Implication on Marketing

we desire have negative consequences attached to them. Lastly, in avoidance-avoidance conflict, consumers face a choice with two undesirable alternatives. Marketing professionals can uncover the actual psychological needs a consumer would have and market towards that strength or against a pre-determined motivation or conflict. Particularly, combining Maslow's hierarchy with the psychology of the consumer, one finds that if one pushes the consumer's buttons on need for achievement, affiliation, power…

understanding consumer motivation is very important to marketers in modern marketing. However, the key to consumer motivation, understanding the consumer needs is the first factor that marketers should know at first. “Human needs or, in this case, consumer needs are the basis of all modern marketing. Needs are the essence of the marketing concept.”(Schiffman, 2008). Maslow’s hierarchy of needs is a well-known theory in psychology which can help marketers understanding the consumer needs better. So…

A Report into Consumer Behavioural Theory and its Implications for Benecol’s Marketing Strategy Executive Summary * Understanding consumer behaviour allows us to engage more effectively with our target market and increase sales * It is vital we understand the needs of our target market and their motivation for purchasing Benecol or alternative products. * Giving Value to a product after we understand our consumers’ needs and motivation for purchase can increase positive interaction with…

EZEIGBO UZOMA THE CONTRIBUTIONS OF CONSUMER BEHAVIOURS TO MARKETING EFFECTIVENESS AND A MARKETING MANAGER. Consumer behaviour is the study of when, why, how, and where people do or do not buy a product. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. The study of consumer behavior helps firms and organizations improve their marketing effectiveness and strategies by understanding…

Business Implications of Social Media Marketing In today’s competitive arena, marketing is the essential aspect for every organisation to identify, anticipate and satisfy customer requirements profitably as well as to achieve organisational objectives. Different companies are adopting different types of marketing strategies according to the type & size of the organisation, their products and services and existing competition in the market place. There are mainly two types of marketing strategies…

Introduction Any fundamental knowledge about marketing should consider the fact that this process involves various psychological underpinnings, including motivation. The theory of motivation in marketing does not only pertain to a single theoretical construct, but to a number of premises that explain how marketers may respond to the motivational needs of consumers. Consumers purchase products and patronise services depending on how those products respond to their basic biological needs or to psychological…

CONSUMER PSYCHOLOGY & MARKETING COMMUNICATIONS PSY322 May 13, 2013 Charles Dudek This purpose of this paper is to analyze two articles in the context of consumer psychology and marketing communications. The fist part will define consumer psychology looking at why consumer behave the way they. The paper will also examine how research has made it easier to predict human behavior exploring its benefits. The aspect of using what has been learned about consumer psychology…

MARKETING RRESEARCH Marketing Research plays a very significant role in identifying the needs of customers and meeting them in best possible way. The main task of Marketing Research is systematic gathering and analysis of information. It can be defined as "the function that links the consumers, customers, and public to the marketer through information — information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing…

Marketing can undoubtedly bring benefits to society, although some aspects of marketing may be questionable on ethical grounds. The aim of this assignment is to raise criticism of marketing and show that consumer behaviour is affected by ethical issues. Do consumers really care about marketing ethics? Ethics is a complex concept to define, and there is an attempt made by contemporary theorists to highlight ethical behaviour in a marketing context. Issues surrounding marketing ethics and social responsibility…

Consumer Marketing and Branding Strategies University of Phoenix MKT/GM571 Robert Kolber August 2, 2010 Consumer Marketing and Branding Strategies Overview The consumer electronics industry has undergone a major entertainment shift with the advent of the 3 dimension high definition television (3D HDTV). The technology has advanced to the point in which consumer demand for 3D television has become profitable from a global marketing view. The Chinese economy appears poised to take advantage of…