Consumer Behaviour Consumer Motivation Lecture 2 Haut Transfer

Consumer Behaviour Consumer Motivation Lecture 2 Haut 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 Haut 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 Haut Transfer Abroad Programme

Consumer Behaviour Bases of Motivation Physiological + Psychological needs and wants Haut Transfer Abroad Programme

Consumer Behaviour e. g. Maslow’s Hierarchy of needs Haut Transfer Abroad Programme

Consumer Behaviour 5 Stages of Motivation • • • Latent Need Drive Want / Desire Goal Behaviour Haut Transfer Abroad Programme

Consumer Behaviour Motivation Needs / Wants Values Haut Transfer Abroad Programme

Consumer Behaviour Functional + Symbolic Experience Haut Transfer Abroad Programme

Consumer Behaviour Functional Buying things for what they do Physiological Haut Transfer Abroad Programme

Consumer Behaviour Symbolic Buying things for what they mean Psychologoical Haut Transfer Abroad Programme

Consumer Behaviour Experiential The value from the experience Physiological + Psychological Haut Transfer Abroad Programme

Consumer Behaviour Haut 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 Haut Transfer Abroad Programme

Why I bought this Car