Basmah Hussain - Motivation Presentation Flashcards
The forces that activate and direct our purchasing behaviour can be broken down into four major areas:
BIOLOGICAL: basic needs for survival
EMOTIONAL: love, sympathy, anger
RATIONAL: reason, logic, inner conscience
SOCIAL: peer pressure and modeling behavior
Maslow’s heirarchy
Physiological
Safety
Belonging
Esteem
Self actualization
Social Factors
Specifically, these are the effects of people and groups influencing one another through culture and subculture, social class, reference groups, and family.
These are groups of people you aspire to belong to and be like
Personal Factors
Individual’s decisions are influenced by personal factors such as buyer’s age, life cycle state, occupation, finances, lifestyle, personality and self concept.
Tastes and preferences change with life stage and age.
personal factors: Lifestyle consists of different dimensions:
Activities - how consumers spend time i.e.. school, work, hobbies, vacation, sports etc.
Interests - preferences and priorities i.e. family, home, friends, food
Opinions - feelings towards issues i.e. themselves, products, politics etc.
Personality distinguishes one person from another..
I.e. self confidence, adaptability, sociability
Psychological Factors
A buyers choice can be influenced by motivation, perception, learning, beliefs and attitudes
Attitudes and beliefs represent another psychological factor that influences consumer behavior.
A belief is a conviction a person holds about something, such as “dark chocolate is bitter,” or “dark chocolate is delicious”.
An attitude is a consistent with belief but also has an emotional feeling and a related behavior.
For example, an attitude about dark chocolate might be expressed as a belief (“dark chocolate is delicious”), a feeling (“dark chocolate makes me happy,”) and a behavior (“I eat dark chocolate every afternoon as a pick-me-up”).
The Buying Process
Problem Recognition
Decision Point
Information Search
Evaluation of Alternatives
Purchase Decision
Evaluate Purchase
The Buying Process
EXAMPLE
Car Breaks Down
Fix, Public Transport, New
Friends, Dealer, Online
Mazda, VW, Honda, Ford
Buy the VW
Are you satisfied? Why or why not?
Other Factors
Influencing Consumers Purchase Decisions
Income
Gross income
Income you make before paying taxes
Disposable income
Amount of money left over after paying taxes
Discretionary income
Amount of money left over after paying for all expenses
Income
For low-income consumers
Price is often the most important factor
For high-income consumers
Brand and quality are more important
Peer Influence
Our friends and family influence the products and services we use
We buy the same brands that our peers have and often ask for their recommendations!
Social Responsibility
Consumers are motivated by a sense of social responsibility
They want to buy from brands that are making positive change
Example:
Companies that bring jobs
Support LGBTQ+ rights
Give money to charities
Technology
Technology enhances the shopping experience
Example:
Personalized ads and timely offers
Quicker check-out
VR/AR
