Motivation and Personality Motivation is a business and how it affects consumers

Motivation and Personality Motivation is a business and how it affects consumers3.4 Motivation and PersonalityMotivation is a stimulating reckon it generates a deportment which gratifies a need (Meyer et al., 2004 and Parish et al 2008).As a particular need satisfies, it generates a new one thus necessitate be perennial (Drakopoulos, S. A., 1994).As per Abraham Maslow consumer behavior or purchasing stopping points argon based on their live pyramid which is exhibited in Fig (1.1). This ensure also clarifies priority decisions based on economic and general settings.Maslows motivational need theory states that people atomic number 18 encouraged through their insatiable needs. It nurture implies that lower needs should be fulfilled prior to higher(prenominal) needs. Also, he stresses that each and e very(prenominal) need (i.e. survival, physiological, love, safety, and prise)should be fulfilled in an unbiased manner (Gawel, 1997).The definitions of motivation (Meyer et al. , 2004 and Parish et al 2008) and the concept of needs (Drakopoulos, S. A., 1994) emphasis everyplace consumers purchase decisions. These definitions clearly justify that there is a coitus between consumer behaviour and Maslows motivational theory as a somebody who is living in a street, would be more interested in food and shelter rather than keeping money to buy a BMW car.Maslows theory is quite pertinent for merchandising purpose as marketers mustiness keep into consideration this theory while designing marketing simulated military operation and strategies, and specifically for marketing communications quotes and messages.The Maslows theory is appropriately elaborated beneath -Fig.1.6Source (Huitt. 2004, pp1).Physiological needs are primary needs of merciful being it comprises the basic necessities of life (food, clothing, and shelter). These needs are more momentous than safety needs or some different needs which are in the hierarchy (Maslow, 1970).He further discover d these needs as survival needs, and stated that their gratification is prominent in order to fulfil early(a) hierarchical needs.Security and safety comes under safety needs, it includes economic auspices and physical safety and economic security. Once an various(prenominal) becomes physically plugd and economically stable, he/she start focusing to social needs, which consist of need for love, affection, intimacy, credenza etc.After pampering social needs, he/she starts craving for egotism accomplishment, which means prestige and social status.The final need is Self-Actualization when the individual recognises his/her face-to-face potential, essays personal growth, self-fulfilment and peak experiences.The main question here is how these needs do affects consumers purchasing behaviours, and what are the marketing implications?Norwood proposes that Maslows hierarchy is very helpful to describe and understand the variety of nurture that individuals count in order to gratify their needs at various directs. Norwood (1999) once again stated that individuals at the concluding level solitary(prenominal) look for education which leading him/her help to watch their basic needs. Hence, any information which is not directly helping the individual to meet basic need will be ignored.He further emphasized that individual who is at the safety level of the hierarchy will be interested for that information which will help him/her to be secure and safe. Belongingness needs can be considerably sought out by Enlightening information which is generally found in books, magazines or early(a) materials pertaining to relationship development. He further evoked that Individual at the esteem level would be more interested to gather Empowering information which will help him/her to satisfy their self ego. In order to satisfy cognitive, aesthetic, and Self-actualization needs, edifying information would be helpful.While Norwood does not specifically address the level of transcendence, I believe it safe to say that individuals at this stage would seek information on how to connect to something beyond themselves or to how others could be learn(Huitt, 2004)3.5 Learning and PerceptionPerception is the process by which an individual selects, organises and interprets information to create a meaningful picture of the world.(Pizam and Mansfeld, 1999, pp21)It is also defined as changes in an individuals behaviour based on experience.Learning and Perception are very prominent and persuading psychological genes in consumers buying decisions.Within the landing field of detection, self concept is the totality of an individuals thoughts and feelings about oneself. Thus ones thoughts and feelings influences how one selects, organises and interprets information to create a picture of the world(Rosenberg 1979 and DeLamater, 2003)After intensely analysing the two definitions perception by Pizam and Mansfeld and self concept by Rosenberg, it can be easily co nclude that consumers perception about product affect his/her purchase decision as purchase decision is directly proportionate to consumer perception. Repercussion of perception in marketing is that people discriminatingly perceive what they look forrard for which ultimately affect their buying decisions. Different perceptions touch on consumers decision reservation differently (Pizam and Mansfeld 1999)Selective perception notifies that it is a tendency of customer to manoeuvre and interpret information constantly, on the other side selective word picture proposes that customer pay attention to those thoughts and messages which are connected to its belief and attitude. And if in case these messages are not related or connected than they anticipate unnoticed and ignored.Just opposite to this approach, selective comprehension states that customer interprets only that information which is consistent with their held attitude and belief. The other element of perception is selectiv e retention which reveals that everyday customer come across several advertisement, marketing communication messages, emails etc but they do not remember all that they see, read, and hear, thus they are always very selective as what to retain and what not. in the end comes, subliminal perception, it stresses that several times customer hear and see messages without awareness, nevertheless, the refer of these messages on buying decisions is still pretty arguable.Learning is a behaviour which take into repetitive buying. It comprises the process of automatic reaction to a circumstance constructed through constant exposure of it (i.e. Behavioural learning) monitoring the results of others buying behaviour and correct it accordingly (i.e. cognitive learning) and the next arguable point is loyalty, its a positive and supportive attitude or in other terminology consistent purchase of a single brand again and again (Kerin et al., 2003).As per Delamater (2003), lifestyle means learning of influenc, how an individual live, what products he/she buys, how he/she use it, what they actually think about these products and how they feel. Moreover, attitude, determine and beliefs are other very important psychological factors that stimulate consumer decision making.3.6 Marketing, Social and scotch Factors influencing consumer purchase decisionsThere are various factors like social, environmental, marketing, promotional, and economic chuck out psychological factors, that play vital role in consumer buying decision. glib-tongued promotional campaigns, advertisements and other informative messages are at time very useful while consumer buying decisions such as whilst information search phase, adverts serve as significant source in order to gauge information regarding rival brands. as discussed in chapter three Moreover, marketing campaigns also convince consumer to a large extent in order to identify their wants and needs towards products and serve (inception of decisi on making process)Some factors like economic factor are as prominent as psychological influences (Pizam and Mansfeld, 1999 Norwood, 1999 Kerinn et al., 2003 and De Lamater, 2003) For instance, If need is identified, it is dependent on the consumers economic powers that can actually decide whether to buy products or service or not to gratify the urge. At times consumers ethical values could also stimulate the buying behaviour.Additionally, spendable income and availability of finance moderate great impact on buying a product or brand over other, in a broader sense it greatly impact consumers buying decisions.According to a research in US, it is revealed that the level of usable income is considered most important factor which impact automobile gather up. It further showed that the scarceness of fuel and frequent hike in gasoline prices also influenced the demand of cars to a great extent and noticed a steep supervene in demand (Carlson, 1978)Soon, another research was carried o ut by Carlson and Michael (1980) with the aim to forecast the demand of US car industry. This research concluded that disposable income is a major factor that affects the final demand. It also revealed that price plays a significant role to decrease the sale of automobile.Similarly various other studies was carried out to by various researcher like Arguea, Hsiao and Taylor (1994), Kang and Chen (1996) Kobos, Erickson, and Drennen (2003) over the topics study of the US car industry and research of demand for Chinese automobiles. All of them concluded that prices of fuel and income of the consumer stimulates the demand of cars. Their research also demonstrate that availability of credit and income are very important determining factor of consumer decision.Here the foremost question arises that how the recent economic recession result in to decrease in the demand of goods and especially for cars which this project intends to uncover.Generally, during recession, consumers pull down th ose who are employed are sceptical and more conscious about their expense and more towards savings money for future uncertainties, and this is one of the reasons of reduced demand of goods and it is quite apparent in the car industry. Further, the impact of this and all other theories discussed above are analysed in chapter four and five.