Page 184 - Marketing Management

ANALYZING CONSUMER MARKETS | CHAPTER 6 161

Consumer |Fig. 6.1|
Psychology
Model of Consumer
Motivation
Marketing Other Perception Buying Purchase Behavior
Stimuli Stimuli Learning Decision Process Decision
Memory
Products & services Economic Problem recognition Product choice
Price Technological Information search Brand choice
Distribution Political Evaluation of Dealer choice
Communications Cultural alternatives Purchase amount
Consumer Purchase decision Purchase timing
Characteristics Post-purchase Payment method
behavior
Cultural
Social
Personal

needs (see Figure 6.2). People will try to satisfy their most important need first and then try to
satisfy the next most important. For example, a starving man (need 1) will not take an interest in the
latest happenings in the art world (need 5), nor in how he is viewed by others (need 3 or 4), nor even
in whether he is breathing clean air (need 2), but when he has enough food and water, the next most
important need will become salient.

HERZBERG’S THEORY Frederick Herzberg developed a two-factor theory that distinguishes
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dissatisfiers (factors that cause dissatisfaction) from satisfiers (factors that cause satisfaction). The
absence of dissatisfiers is not enough to motivate a purchase; satisfiers must be present. For
example, a computer that does not come with a warranty would be a dissatisfier.Yet the presence of
a product warranty would not act as a satisfier or motivator of a purchase, because it is not a source
of intrinsic satisfaction. Ease of use would be a satisfier.
Herzberg’s theory has two implications. First, sellers should do their best to avoid dissatisfiers
(for example, a poor training manual or a poor service policy). Although these things will not sell a
product, they might easily unsell it. Second, the seller should identify the major satisfiers or moti-
vators of purchase in the market and then supply them.

Perception
A motivated person is ready to act—how is influenced by his or her perception of the situation. In
marketing, perceptions are more important than reality, because perceptions affect consumers’
actual behavior. Perception is the process by which we select, organize, and interpret information

|Fig. 6.2|
5
Maslow’s Hierarchy
Self- of Needs
actualization
Needs
Source: A. H. Maslow, Motivation and Personality,
(self-development
3rd ed. (Upper Saddle River, NJ: Prentice Hall, 1987).
and realization)
Printed and electronically reproduced by permission
of Pearson Education, Inc., Upper Saddle River, NJ.
4
Esteem Needs
(self-esteem, recognition, status)
3
Social Needs
(sense of belonging, love)
2 Safety Needs
(security, protection)

1 Physiological Needs
(food, water, shelter)