Here the marketer tries to project the product as an answer to these conflicts (Consumer Behavior: Chapter 3, 2010).
With motivation having such a major influence on consumption patterns of the customer, there is a strong need to learn about it as part of marketing research. Qualitative methods of observation, focus groups and in-depth interview and analysis are often used to try and understand the hidden motives of a consumer. The level of participation or how interested the consumer was about a product decides the degree of motivation a consumer had to buy a particular product. The foundation of stimulation and the particular situation the consumer is in when they come into contact with the product also determine the level of connection (Consumer Behavior: Chapter 3, 2010).
It could vary in degree, in which the customer’s involvement could be at the basic stage which is passive or low. On the other hand involvement could be active or high. The marketer has to understand the degree of interest that the consumer has and consequently formulate strategies and advertising. The marketer who understands the assorted needs that motivate a consumer in purchasing a product or service will be able to design and showcase his products so that they will be successful (Consumer Behavior: Chapter 3, 2010).
Big marketers may also utilize a full market coverage strategy, which may further be distinguished by different marketing mix for different products or undifferentiated using a single marketing mix for all products. Sometimes marketers take on too many micro segments, which later become unnecessary. In these cases, all segments are grouped together with a single marketing mix called counter segmentation (Consumer Behavior: Chapter 3, 2010).
Marketing professionals often want to influence consumers toward purchasing their company’s product. To do their jobs, they have to have a good idea about what makes people want to buy and consume. Often, their focal point is on why a consumer would prefer a particular brand of a product, at a particular time and place. Social science research, mainly from psychology and sociology, shapes the basis for the standard marketing outlook of consumer behavior. Psychological theories of motivation can help to understand why people come to want certain things. One frequently used categorization breaks down human perceived needs into five categories:
1. Physiological needs, such as hunger and thirst.
2. Safety needs, for security and protection.
3. Social needs, for a sense of belonging and love.
4. Esteem needs, for self-esteem, recognition, and status.
5. Self-actualization needs, for self-development and realization (Weisskopf, 2006).
To renew consumers’ interest in their products and keep pace with changing consumer tastes, firms must introduce new products in the marketplace. Existing literature suggests that a key factor that affects brand dilution effects is motivation level. Motivation affects a person’s willingness to process information. When motivation is low, people engage in less resource-demanding processes. They process less information and scrutinize the same information less carefully. They rely only on a subset of information to make their judgments. However, when motivation increases, people engage in relatively more extensive and effortful processing. They are more likely to scrutinize all information presented and show increased consideration of diagnostic information to arrive at a reasoned attitude (Ng, 2010). Measurements of customers’ thoughts and feelings in the form of customer satisfaction measures are used in order to determine the effects of motivation in marketing (Shaw, 2000).
Motivation appears to have a great influence on individuals buying habits and thus is a good concept for marketers to understand. People have to be motivated in a positive manner in order to make purchasing decisions.
Once they have made these decisions based upon a positive force then they are more likely to have a positive association with the product and its brand and thus be more likely to buy it again in the future.
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