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Consumer Behaviour And Marketing Communication
- LOVE NEEDS: love, affection and belongingness. This need is satisfied by marriage,
parenthood, belonging to an organization, at least partially. - ESTEEM NEEDS: the needs for such things as prestige, self-respect, esteem and status. The
desire for achievement, independence, and self-confidence are part of this need. - SELF-ACTUALISATION NEEDS: the desire for self-fulfillment or becoming everything one
is capable of becoming. Included are aesthetic satisfactions, knowledge acquisition and so on.
An essential point to note is that a consumer does not have to satisfy one class of needs completely before
moving on to the other classes. (Kotler and Keller, 2013; Robertson, 1967; Everett, 1983)
wANTS
A consumer may discover that a product or service will satisfy a need he has and he puts up activities
designed to reduce the inner tension that situation has created and a want for the product or service is
thus established.
DRIVE
A drive may be defined as an activated (or unsatisfied) want. In order for a drive to commence, the want
must be strong to start it – inducing activities.
All behaviours are stimulated by drive. These wants satisfying activities can be identified in a consumer
by observation. For instance, a teenage girl who wants to attract the opposite sex will spend more time
searching for and using the beauty accessories that make her feel more attractive or a person who wishes
to improve her economic status may spend time studying to improve on her education.
Certain needs are latent in the subconscious state and must be exposed to the person’s attention before
he will attempt to satisfy them. Such wants are aroused by promotional activities like advertising,
publicity, personal selling and sales promotions that suggest products or services that will satisfy these
identified needs.
BUYING MOTIVES
The reason behind purchases made on particular goods or services is referred to as BUYING MOTIVE.
It is the driving force behind buying behaviour; it may be based on physiological wants or psychological
wants.
Buying motives may be PRIMARY OR SELECTIVE, RATIONAL OR EMOTIONAL OR PATRONAGE
MOTIVES.