Consumer Behavior and Motivation

Motivation

• Definition: Internal driving forces that initiate and direct consumer behavior
• Types of motivation:
  • Physiological (basic needs: hunger, thirst, etc.)
  • Safety (security, protection, etc.)
  • Social (belonging, love, etc.)
  • Esteem (self-esteem, recognition, etc.)
  • Self-actualization (personal growth, fulfillment, etc.)
• Motivation influences consumer behavior:
  • What consumers buy
  • How they shop
  • How they respond to marketing messages

Perception

• Definition: The process by which consumers select, organize, and interpret information from their environment
• Factors influencing perception:
  • Selective exposure (consumers choose what they want to see)
  • Selective attention (consumers focus on certain information)
  • Selective interpretation (consumers interpret information based on their own experiences and biases)
  • Perceptual defense (consumers reject information that contradicts their beliefs)
• Perception influences consumer behavior:
  • How consumers process and respond to marketing messages
  • What products or services consumers choose to buy

Buyer Decision Process

• Definition: The stages consumers go through when making a purchase decision
• Stages of the buyer decision process:
  1. Problem recognition: Consumers recognize a need or want
  2. Information search: Consumers gather information about potential products or services
  3. Evaluation of alternatives: Consumers evaluate options based on their needs and preferences
  4. Purchase decision: Consumers make a purchase decision
  5. Post-purchase behavior: Consumers evaluate their purchase and may experience post-purchase dissonance
• Factors influencing the buyer decision process:
  • Cultural and social influences
  • Personal characteristics (e.g. age, income, lifestyle)
  • Marketing and advertising efforts

Cultural Influences

• Definition: The impact of cultural norms, values, and beliefs on consumer behavior
• Cultural influences on consumer behavior:
  • Values and beliefs shape consumer preferences and attitudes
  • Cultural norms influence consumer behavior (e.g. social norms, customs)
  • Cultural differences affect consumer behavior across different markets
• Subcultures:
  • Groups within a larger culture that share similar values and beliefs
  • Examples: ethnic groups, age groups, geographic regions
• Acculturation:
  • The process of cultural change and adaptation that occurs when different cultures interact
  • Influences consumer behavior, especially in multicultural societies

Motivation

• Internal driving forces that initiate and direct consumer behavior
• Five types of motivation:
  • Physiological: basic needs (hunger, thirst, etc.)
  • Safety: security, protection, etc.
  • Social: belonging, love, etc.
  • Esteem: self-esteem, recognition, etc.
  • Self-actualization: personal growth, fulfillment, etc.
• Motivation influences consumer behavior, affecting what consumers buy, how they shop, and how they respond to marketing messages

Perception

• The process of selecting, organizing, and interpreting environmental information
• Factors influencing perception:
  • Selective exposure: consumers choose what they want to see
  • Selective attention: consumers focus on certain information
  • Selective interpretation: consumers interpret information based on their own experiences and biases
  • Perceptual defense: consumers reject information that contradicts their beliefs
• Perception influences consumer behavior, affecting how consumers process and respond to marketing messages and what products or services they choose to buy

Buyer Decision Process

• The stages consumers go through when making a purchase decision
• Five stages of the buyer decision process:
  • Problem recognition: consumers recognize a need or want
  • Information search: consumers gather information about potential products or services
  • Evaluation of alternatives: consumers evaluate options based on their needs and preferences
  • Purchase decision: consumers make a purchase decision
  • Post-purchase behavior: consumers evaluate their purchase and may experience post-purchase dissonance
• Factors influencing the buyer decision process:
  • Cultural and social influences
  • Personal characteristics (e.g. age, income, lifestyle)
  • Marketing and advertising efforts

Cultural Influences

• The impact of cultural norms, values, and beliefs on consumer behavior
• Cultural influences on consumer behavior:
  • Values and beliefs shape consumer preferences and attitudes
  • Cultural norms influence consumer behavior (e.g. social norms, customs)
  • Cultural differences affect consumer behavior across different markets
• Subcultures:
  • Groups within a larger culture that share similar values and beliefs
  • Examples: ethnic groups, age groups, geographic regions
• Acculturation:
  • The process of cultural change and adaptation that occurs when different cultures interact
  • Influences consumer behavior, especially in multicultural societies

Understand the driving forces behind consumer behavior, including types of motivation and their influence on consumer buying decisions and responses to marketing messages.