What is the relationship between consumer behavior and motivation?
Consumer behavior and motivation are connected in different ways, the most visible of which consumers are primarily dictated by motivation. When consumers spend money on goods or services, there is something that motivates them to do it. It could be an existing desire or need, or it could be caused by effective advertising.
No matter what the purchase, consumer behavior and motivation are always interconnected, because there is always a motivation to buy something. Even with items or services that the customer does not necessarily want, there is still a motivation to buy. Consumers pay their energy accounts to avoid sitting in the dark. Consumers also buy clothing, cosmetics, new cars or houses because they are in some way motivated.
Sometimes the behavior and motivation of consumers are practical. There are several things that people buy no matter because they are a basic necessity. Food, water, energy, gas and clothing are needed for the burrowMal every day. In these cases, the motivation of purchase stems from human desire to live and be comfortable. They are purchased without much thinking and considering because there is no other option.
In other times of behavior and motivation of consumers, they are much more complicated and personal. While many people want to buy a car at some point, the type of car decides on more personal motivations. A parent with three children may want to buy a minivan because they are practical, safe and get a good number of mileage. A teenager may want a shiny red sports car.
These motivations are usually more than just finding a good shop or finding something that will do sufficiently adequately. Advertising is designed to consume consumers for a product. Sets some items as status symbols and evokes certain feelings in consumer minds to affect them in decision -makingCorporate branding is also in play, because various companies are trying to establish as a brand for specific feelings, needs or services.
The above is the above sports car. Young teens may want to buy a car not only because it likes color or because the price is correct, but because it builds it with a certain condition. Teen boys who drive a sports car can be displayed in advertising and in the media as hips, popular and attractive. The powerful engine of most sports cars also acts to show a boys' own sense of power and growing independence as a developing adult.
These thoughts are not only spontaneously developed in consumers' minds, but are placed there over time through effective advertising and through movies and other media. Marketing and advertising companies are experts in the behavior and motivation of consumers and use it for their advantage in the location of the brand in the brand. Their task creates themt request for consumers to be motivated to buy.