Consumer Behaviour – Motivation

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Acquired aka psychogenic (psychological) secondary needs or motives Learning in response to culture and environment. Esteem, prestige, power, or learning. Social needs- entertain large groups of people. Ego needs- exclusive community When satisfying a primary need, the selection made will satisfy a secondary need. Lower needs must be satisfied first before new (and higher) level need emerges. A lower need will become temporarily dominant if a lower need is newly deprived. Physiological Needs (Boogieing) Food, water, air, shelter & sex

Health foods, medicines and low-fat products Consumer Behavior – Motivation By eating S t TTY&Security Needs Protection, order & stability, order, stability, familiarity. E. G. Australian union movement Insurance, preventive medical medical services Social Needs Affection, friendship, belonging, acceptance, affiliation Personal care, grooming products Ego Needs Inward- self acceptance, self-esteem, success, independence and personal satisfaction Outward- prestige, reputation, status and recognition from others Power Luxury goods Self-actualization Desire to reach our full potential Can be creative urge

Advertisements for art lessons, banking services and new graduate recruitment Segmentation Analysis There are consumer goods designed to satisfy each of the need levels and because most needs are shared by large group of consumers. E. G. Self-actualization- postgraduate university studies hobby-related products, and exotic and physically challenging adventure trips Positioning Analysis Different needs can be identified when selecting a ‘position’- so that the same product will look distinctly different from its competitors. E. G. Car Status- ‘impress your friends’

Self-actualities-You deserve the very best’ Criticisms of Measles Hierarchy of Needs Does not take into account heroic or altruistic behavior Unable to predict specific behavior Consumers bypass some of the motive More than one need can be satisfied by a single behavior Same behavior can satisfy different needs at different times Different needs can lead to the same behavior May not represent the correct hierarchal order for all cultures or even subcultures Many examples of people satisfying higher order needs at the expense of lower order needs

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