Consumer Behaviour Bangor Transfer Abroad Programme Consumer Motivation Lecture 2.

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Presentation transcript:

Consumer Behaviour Bangor Transfer Abroad Programme Consumer Motivation Lecture 2

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 Bangor Transfer Abroad Programme Basic Framework Motivation Perception Search Evaluation Choice Learning

The Gap Between ideal state And Perceived state

Consumer Behaviour Bangor Transfer Abroad Programme 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

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

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

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

Consumer Behaviour Bangor Transfer Abroad Programme Motivation Needs / Wants Values

Consumer Behaviour Bangor Transfer Abroad Programme Functiona l Symbolic Experience +

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

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

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

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 Buy a Mercedes Benz Some of my friends drive 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 Behaviour Bangor Transfer Abroad Programme Consumer Motivation Exercise Using Mobile phones Or Motor cars … use Maslow’s Hierarchy to identify motivations