Consumer motivation

Date: 2015-10-07; view: 888.

The Consumer

Modern marketing begins with the consumer. A consumer's decision to buy a product is an attempt (попытка) to solve a problem or satisfy a need. In a competitive marketing economy, each manufacturer wants to inform consumers about its product and motivate them to buy it. Therefore, marketing communicators need to understand some basic theories of consumer motivation.

One is that purchasing motives (покупательские мотивы) may be conscious or unconscious. Brands in the same (той же самой) category are often very similar (похожи). Sometimes there is a considerable difference (значительное отличие) in price. Many consumers will buy the more expensive brand. If they are asked why, they might say, "Because this one tastes better (вкуснее)." That is conscious motivation for the choice. But there is often an unconscious motivation, too. It might be that they want to impress their friends, or that it is the product their parents used. They may not want people to think they can't afford the more expensive brand. It is likely that unconscious motives are even more important and powerful than conscious ones. For effective advertising, it is desirable to try to determine both kinds of motive.

Another distinction is often made between rational and emotional motives. The advertiser (рекламодатель) might appeal to either or both. In its advertising, Sears appeals to reason: "You can count on Sears service to follow you when you move." "You can count on Sears for credit when you need it." Coca-Cola™ appeals (взывает) to emotion, with its slogan, "Have a Coke™ and a smile."

In 1954, A.H. Maslow first wrote about his theory of human needs. He said that they form (формируют) a hierarchy ['haɪərɑkɪ], or pyramid. At the bottom (на дне) of the pyramid are physical needs (физиологические нужды). Above them (над ними) are social needs (социальные); then (затем) the needs for safety (потребности в безопасности) and esteem (уважении); and, at the top, the need for self actualization (самореализация). The urge to meet needs provides motivation. According to Maslow, the basic physical needs, such as food and drink, must be met before needs at the next level can emerge. Furthermore, when one set of needs is satisfied, another must emerge; man's needs can never be fully satisfied.

Masiow's theory applies to the marketing concept. A population whose needs are physical will not require luxury automobiles, for example. Those may satisfy the higher need for esteem. In less devel­oped economies, the greatest proportions of needs are at the bottom of the hierarchy. In more developed economies, those basic needs are generally satisfied. A greater proportion of products fulfills needs to­ward the top of the pyramid. Knowing the level of need of a target population helps the advertiser in planning a motivational appeal.