Many aspects of consumer behavior stem from motivation. It is a very subjective concept and there are many internal and external factors influencing that behavior. Lifestyle, image and social class are external factors and motivation would be an internal factor driving a person to make decisions. Therefore marketing concepts are...
Many aspects of consumer behavior stem from motivation. It is a very subjective concept and there are many internal and external factors influencing that behavior. Lifestyle, image and social class are external factors and motivation would be an internal factor driving a person to make decisions. Therefore marketing concepts are aimed at targeting extrinsic factors to ensure that a buyer obtains a reward for his decision, thereby increasing his motivation which also results in the formation of a mutually beneficial relationship with the seller. The seller must co-ordinate his products with the buyer's needs in order to be successful. The marketing environment is the key to motivation and in distinguishing between needs and wants. By way of example, shelter is a basic need but the style and location of that shelter differs enormously and is driven by a person's social status, opportunity and lifestyle. There are many three-bedroom houses but a distinction must be drawn on affordability, location, etc which then creates the demand.
Perceptual mapping reveals saturated markets or underdeveloped markets and is an indicator of consumer behavior. It does not however reveal the motivating factors that cause the findings. It is therefore useful as a tool in motivation and consumer behavior but it cannot be used alone. Using emotional motives is a tried and tested method of directing consumer behavior. It is the persuasive aspect and cannot objectively measure consumer behavior, due to unpredictability, but it can forecast anticipated behavior patterns as consumers are motivated to behave in a particular way. A seller who is aware of the competition can use emotional motives to ensure loyalty to his product. Advertisements for products which consumers need, are close in price and next to each other on the shelf need to appeal to the emotional side - toilet paper and puppies is a well-used ploy to encourage consumers to buy a specific product, the consumer being motivated by the emotional connection. Consumers are motivated by the vision of soft, cuddly puppies and, by association, a better - and obviously softer - brand of toilet paper. Brand personality is enhanced by associations and the consumer expects the seller to be as soft and cuddly as the puppies. This reinforces brand loyalty and does therefore motivate a consumer.
Finding the right product for the right customer and then maintaining the momentum and ensuring consumer satisfaction is key. The seller's goals are also then realized and consumers unconsciously encourage the situation. It is important for sellers to remain proactive and aware as trends change. People can be fickle and motivations can change as circumstances change and consumer behavior is modified.