Consumer Motivation and the Implication on Marketing

4176 Words Dec 4th, 2012 17 Pages
Consumer motivation and the implication on marketing

Introduction:
The main purpose of marketing is to create value for customers so as to help the company to be success. Therefore, it is very important for marketers to understand its customers, especially on what motivate customers’ consumption behaviors so as to establish good marketing strategies. In this report, it aims at analysis consumer motivations. Firstly, it will start with the description the term of consumers’ needs as well as discuss different types if needs that consumers have as well as analysis the Maslow’s needs hierarchy and its implications. This is important for understanding customers’ motivation since it is the basic demand of customers that promote their
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In Maslow’s theory, it formulated a hierarchy of needs and in each level, the specific needs was clarified. The bottom level of need in the hierarchy is the physiological needs, which is the most proponent of all the other needs, since, if these need cannot been met, the human body would simply cannot continue to function. Examples of such needs are the need of air, water and food which is requirement for survive and the need of clothing and shelter which is requirement of protections. The next level of needs is termed as the safety needs, which is about to satisfy the feeling of security by people. This includes the requirement of personal security, financial security, health and well-being as well as the Safety net against accidents or illness and their adverse impacts. The upper level of need is termed as social need. It can be described as the requirement of human to satisfy their feeling a sense of belongings and acceptance, which include the needs of friendship, intimacy as well as family. The second highest level of need is self-esteem, which is the need by human being to be respected and accepted by others. Generally, there are two types of esteem needs; the first one is the need for respect of others, such as the need for status, recognition, frame, prestige and attention. The other one is the need for self-respect, such as the need for strength, competence, mastery, self-confidence, independence and freedom (Maslow, 1954). The needs at the