Essay on Marketing Involves Consumers to Make Unecessary Purchases

2795 Words 12 Pages
Marketing Involves Consumers to Make Unecessary Purchases

Marketing as both a process and a philosophy has developed as society has developed. When man first realised the benefits of trade, markets were both local and relatively independent. The relationship between producer and consumer was direct and personal. The Industrial Revolution lead to changes in production and consumption. Mechanisation, mass production, and labour specialisation lead to dramatic increases in production, and with it, a need for distribution. The relationship between producer and consumer had become relatively indirect.

Since the first production surplus, marketing has been based on the principle of exchange – interested parties exchanging
…show more content…
Consumer behaviour includes the studies of any behaviour, internal or external, mental and physical, that influence purchase.

Consumer motivation is simply a drive to achieve goals, to satisfy needs and wants. A need being, “Any unsatisfactory condition of the consumer that leads him or her to action that will make the condition better”, while wants are, “desires to obtain more satisfaction than is absolutely necessary” (Czinkota et. al, 2000, pg. 138).

Maslow's Theory of Motivation sought to explain why consumers are driven by needs. Maslow suggested consumer needs are arranged in a hierarchy. A person will try to satisfy the most important need before attempting to satisfy the next. From this model, all consumers will attempt, in a world of scarcity, to best fill needs from basic physiological up to self-actualising needs (Kotler & Armstrong, 1996). In third world countries, a basic need would be fire to cook meals. In developed countries, it could be argued that time is a scarce resource and microwave ovens are needed. A Hyundai may be all that is ‘needed’ for transport to work, but an executive may ‘want’ a BMW, given the different consumer needs and wants.

Due to this human factor, demand for products will never be uniform locally, much less on a global scale. Potential consumers will react
Open Document