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Hi, I need help with essay on Consumer Behaviour: Motivation. Paper must be at least 2000 words. Please, no plagiarized work!mportant to measure the motivation of customers towards a product it is als
Hi, I need help with essay on Consumer Behaviour: Motivation. Paper must be at least 2000 words. Please, no plagiarized work!
mportant to measure the motivation of customers towards a product it is also important to understand the strategies used behind motivating customers by the companies. This paper intends to discuss and analyze the factors that motivate consumer behaviour and also looks at some of the theories related to consumer behaviour and motivation.
It is not that simple to measure the motivation of people. The problems linked with measuring patterns of consumer behaviours have been recorded from the time when work into motivation research started during 1950s. From then on doubts or suspicion about the psychological measuring techniques were expressed. Besides, the practitioners were also warned against overdependence on these techniques and on their accuracy (Britt, 1954. Britt, 1955). Consumer behaviour and their motivation to purchase a product has been a subject of interest for many but measuring the emotions behind such a purchase has been a very difficult task. Several times the scientists who study these aspects found it very hard to choose among objective performance factors and subjective emotional factors that results in consumers purchase decision. For example, an individual may sometimes misguide or project false reasons for purchase due to a fear that he may expose himself in an unfavourable manner. Take for example if a customer purchased an expensive item such as gold or diamonds without paying tax, he/she may hide the facts. Studies point out that some times consumers may give reasons which seem to be socially acceptable (Engel, 1961).
Today, with the increase in market competition, it becomes even more important to measure motivation. In fact, such kind of measuring studies will also help in improving brands based on the requirement of customer. There are several theories proposed by various researchers. For instance, the Means-end chain theory was developed in the late 1970s and early 1980s. This theory seeks to understand how consumers make links between
