1. Consumer Needs& Motivation Madison Davis 589834X

2. Table of Content Table on Content p.2 The Theory p. 3 Consumer Needs p.4 WaterMarc p.5 - 6 Connecting theory and practice pg. 7 Reference p.8

3. Discussion of Theory  Consumer needs are the first component from the basic consumption process Adapted from Babin & Harris, 2013, page 24.  Motivation are the inner reason and powerful drive that inspire the actions of consumers to address their real needs  According to Maslow’s theory the human needs are arranged in a pyramid which is sorted from the most important needs to be satisfied at the bottom of the pyramid and the less important at the top.

4. Consumer Needs 1. Physiological needs – Basic Needs such as food, water, air and sleep 2. Safety need – This is the need for security for example, stable employment, shelter, families safety 3. Love & Belonging – friendship, romantic partners, social groups, religious group & communities 4. esteem needs – Confidence, accomplishment, desire for respect and acceptance 5. Self-actualization – Highest on the pyramid. To be self aware, focused on personal growth and fulfilling their potential. Maslow believed that these needs are the most basic and natural needs in the hierarchy. Until the physiological needs have been accomplished all the other needs become secondary (Cherry 2014).

5. http://www.watermarcbanyule.com.au/  42 million dollar project  “something for everyone”  Long trading hours Features include:  Health Club with over 120 pieces of equipment (850 sq m)  3 Group exercise studios – group fitness, wellness & cycle studios  50 metre indoor pool which can be converted to 2 x 25m pools  Learn to swim pool  Leisure/toddler pool  Australia FIRST tantrum alley water slide  Huge water play space including a ‘zero depth’ play area  Warm water program pool  Spa, steam and sauna  Childcare  Personal Training  Café  Community spaces  Video

7. Connecting theory and practice  ideal body image  need for socialisation  self-identity  peer influences  physical attraction  Media Top Motives to go to the Gym Each different need can be used as a motive to motivate a consumer to want to visit Greensborough WaterMarc.

8. Reference list  Armstrong, G. Adam, S. Denize, S., & Kotler, P. 2012, Principles of Marketing, 5th Edition, Pearson Australia, French’s Forest, p. 185  Armstrong, G. Adam, S. Denize, S., & Kotler, P. 2012, Principles of Marketing, 5th Edition, Pearson Australia, French’s Forest, p. 155  Babin, BJ & Harris, EG 2013, CB5, Cengage, United States, p. 85  Cherry, K 2014, Hierarchy of Needs http://psychology.about.com/od/theoriesofpersonality/a/hierarchyneeds.htm  CVF Framework Image Adapted from Babin & Harris, 2013, p. 24  Free weights area in the Health Club http://www.watermarcbanyule.com.au/image_gallery  Greensborough Walk - entrance to the best pool facilities and gymnasium in the north http://www.watermarcbanyule.com.au/image_gallery  Group Exercise Studio http://www.watermarcbanyule.com.au/image_gallery  Inderscience Publishers 2013, Men’s motivation to go to the gymnasium: a study of intrinsic and extrinsic motivation, p. 122-139 Men’s motivation to go to the gymnasium: a study of intrinsic and extrinsic motivationhttp://inderscience.metapress.com/content/f5456403x1824634/  Landing pad of the Tantrum Alley Waterslide http://www.watermarcbanyule.com.au/image_gallery  Luna-Aroca, R & Li-Ping Tang, T 2007, The Use of Cluster Analysis to Segment Clients of a Sport Center in Spain, P. 381 – 413, Viewed 123 http://www.tandfonline.com/doi/abs/10.1080/16184740500430256#.VHVJi5UcRto   Personal training http://www.watermarcbanyule.com.au/image_gallery  Struck & Spink, The story 2014, 2014 Banyule City Council Struck & Spink  Social Media Chimps 2012, Maslow's Hierarchy of Needs, viewed 27 August 2014,.  The Story, Banyule City Council 2014 < http://www.watermarcbanyule.com.au/stories/story/abouthttp://www.watermarcbanyule.com.au/stories/story/about