Consumer Behaviour Consumer Motivation Lecture 2 Bangor Transfer
Consumer Behaviour Consumer Motivation Lecture 2 Bangor Transfer Abroad Programme
The O’s of the Marketplace • • OCCUPANTS : Who buys it? OBJECTS of purchase: What do they need/buy? OCCASIONS of purchase: When do they buy it? OUTLETS of purchase: Where do they buy it? OBJECTIVES of purchase: Why do they buy it? OPERATIONS of purchase: How do they buy it? ORGANISATION: Who is involved in the purchase?
Consumer Behaviour Basic Framework Motivation Perception Search Evaluation Choice Learning Bangor Transfer Abroad Programme
The Gap Between ideal state And Perceived state
Consumer Behaviour Motivation: “… the inner drive that reflects goal -directed behaviour” Consumer Behaviour: The drive to satisfy needs and wants through the purchase and use of products and services Bangor Transfer Abroad Programme
Consumer Behaviour Bases of Motivation Physiological + Psychological needs and wants Bangor Transfer Abroad Programme
Consumer Behaviour e. g. Maslow’s Hierarchy of needs Bangor Transfer Abroad Programme
Consumer Behaviour 5 Stages of Motivation • • • Latent Need Drive Want / Desire Goal Behaviour Bangor Transfer Abroad Programme
Consumer Behaviour Motivation Needs / Wants Values Bangor Transfer Abroad Programme
Consumer Behaviour Functional + Symbolic Experience Bangor Transfer Abroad Programme
Consumer Behaviour Functional Buying things for what they do Physiological Bangor Transfer Abroad Programme
Consumer Behaviour Symbolic Buying things for what they mean Psychologoical Bangor Transfer Abroad Programme
Consumer Behaviour Experiential The value from the experience Physiological + Psychological Bangor Transfer Abroad Programme
Real motives!!! Apparent Motives Hidden Motives A Large Car is more comfortable It will show that I am successful It’s a high quality car that performs well Some of my friends drive a Mercedes Benz Buy a Mercedes Benz It is a powerful and sexy car and it will make me powerful and sexy
The Gap Between ideal state And Perceived state
Why do people eat in restaurants? • • Hungry Cool Celebration Can’t cook Cultural Business meeting Critical advice
Consumer Motivation Consumer Exercise Behaviour Using • Mobile phones Or • Motor cars … use Maslow’s Hierarchy to identify motivations Bangor Transfer Abroad Programme
- Slides: 18