Marketing Motivation the Concept of dissertation

Download this dissertation in word format (.doc)

Note: Sample below may appear distorted but all corresponding word document files contain proper formatting

Excerpt from dissertation:

Here the marketer tries to project the product as an answer to these conflicts (Consumer Behavior: Chapter 3, 2010).

With motivation having such a major influence on consumption patterns of the customer, there is a strong need to learn about it as part of marketing research. Qualitative methods of observation, focus groups and in-depth interview and analysis are often used to try and understand the hidden motives of a consumer. The level of participation or how interested the consumer was about a product decides the degree of motivation a consumer had to buy a particular product. The foundation of stimulation and the particular situation the consumer is in when they come into contact with the product also determine the level of connection (Consumer Behavior: Chapter 3, 2010).

It could vary in degree, in which the customer's involvement could be at the basic stage which is passive or low. On the other hand involvement could be active or high. The marketer has to understand the degree of interest that the consumer has and consequently formulate strategies and advertising. The marketer who understands the assorted needs that motivate a consumer in purchasing a product or service will be able to design and showcase his products so that they will be successful (Consumer Behavior: Chapter 3, 2010).

Big marketers may also utilize a full market coverage strategy, which may further be distinguished by different marketing mix for different products or undifferentiated using a single marketing mix for all products. Sometimes marketers take on too many micro segments, which later become unnecessary. In these cases, all segments are grouped together with a single marketing mix called counter segmentation (Consumer Behavior: Chapter 3, 2010).

Marketing professionals often want to influence consumers toward purchasing their company's product. To do their jobs, they have to have a good idea about what makes people want to buy and consume. Often, their focal point is on why a consumer would prefer a particular brand of a product, at a particular time and place. Social science research, mainly from psychology and sociology, shapes the basis for the standard marketing outlook of consumer behavior. Psychological theories of motivation can help to understand why people come to want certain things. One frequently used categorization breaks down human perceived needs into five categories:

1. Physiological needs, such as hunger and thirst.

2. Safety needs, for security and protection.

3. Social needs, for a sense of belonging and love.

4. Esteem needs, for self-esteem, recognition, and status.

5. Self-actualization needs, for self-development and realization (Weisskopf, 2006).

To renew consumers' interest in their products and keep pace with changing consumer tastes, firms must introduce new products in the marketplace. Existing literature suggests that a key factor that affects brand dilution effects is motivation level. Motivation affects a person's willingness to process information. When motivation is low, people engage in less resource-demanding processes. They process less information and scrutinize the same information less carefully. They rely only on a subset of information to make their judgments. However, when motivation increases, people engage in relatively more extensive and effortful processing. They are more likely to scrutinize all information presented and show increased consideration of diagnostic information to arrive at a reasoned attitude (Ng, 2010). Measurements of customers' thoughts and feelings in the form of customer satisfaction measures are used in order to determine the effects of motivation in marketing (Shaw, 2000).

Motivation appears to have a great influence on individuals buying habits and thus is a good concept for marketers to understand. People have to be motivated in a positive manner in order to make purchasing decisions.

Once they have made these decisions based upon a positive force then they are more likely to have a positive association with the product and its brand and thus be more likely to buy it again in the future.

References

Baker, Michael J. And Saren, Michael. 2010. "Marketing Theory: A Student Text." Sage

Publications" California.

"Consumer Behavior: Chapter 3." 2010. Available at:

http://www.icmrindia.org/courseware/Consumer%20Behavior/CBC03.htm

de Mooij, Marieke K. 2005. "Global marketing and advertising: understanding cultural paradoxes." Sage Publications: California.

Filson, Brent. n.d. "Motivational Marketing" Available at:

http://www.woopidoo.com/articles/filson/motivational-marketing.htm

Ng, Sharon. 2010. "Cultural Orientation and Brand Dilution: Impact of Motivation Level and Extension Typicality." Journal of Marketing Research (JMR). 47(1), p. 186-198.

Pincus, Jeremy. 2004. "The consequences of unmet needs: The evolving role of motivation in consumer research." Journal of Consumer Behaviour. 3(4), p. 375-387.

Richardson, Tim. 2010. "Motivation." Available at:

http://www.witiger.com/marketing/motivation.htm

Shaw, Robert. 2000. "Improving Marketing Effectiveness." Profile Books: London.

"The Marketing of Motivation." 2001. Available…[continue]

Cite This Dissertation:

"Marketing Motivation The Concept Of" (2010, April 26) Retrieved December 7, 2016, from http://www.paperdue.com/essay/marketing-motivation-the-concept-of-2283

"Marketing Motivation The Concept Of" 26 April 2010. Web.7 December. 2016. <http://www.paperdue.com/essay/marketing-motivation-the-concept-of-2283>

"Marketing Motivation The Concept Of", 26 April 2010, Accessed.7 December. 2016, http://www.paperdue.com/essay/marketing-motivation-the-concept-of-2283

Other Documents Pertaining To This Topic

  • Marketing in Humanitarian Organizations

    Marketing for Humanitarian Organizations Marketing and Humanitarian Marketing is often described as the activities which a company or organization undertakes in selling and buying products and services. It involves promoting their products and services through advertising, sales, and delivery to clientele. Marketing is often embedded in the marketing mix which states the four 'Ps' of marketing which are product, place, promotion, and price. Marketing involves concept such as customer relationship management, business

  • Marketing Plan for Carnival Cruise

    Ocean Village is UK-based and is uses the differentiated experience of offering families the opportunity to define their own cruise itinerary (Kwortnik, 2006). There is freedom as to when passengers will eat, what they choose to participate in, and the concept focuses on breaking out of the mold of highly predictable and regimented cruise programs. The two remaining brands, P&O Cruises Australia and the Yachts of Seabourn, each have

  • Marketing Effectiveness Memo

    Marketing Effectiveness Memo: Marketing is an important aspect of every business, especially hospitality establishments because they operate in an increasingly competitive market. Every business should develop effective marketing strategies that are geared towards attracting customers. When developing marketing strategies, the focus of the initiatives should be ensuring that the product and/or service meets the demands of customers. These marketing initiatives should also act as the foundation for developing and sustaining long-term

  • Marketing in Banking the Topic Being Researched

    Marketing in Banking The topic being researched for this doctoral work is marketing in the banking industry. Before delving into the research too much for this topic, the researcher will first enumerate the goals that are to be attained. These goals, as also suggested by the parameters of the assignment, include meeting proper validity and reliability standards, avoiding bias, not posing hypotheses or ideas that are self-fulfilling prophecies or that have

  • Marketing Plan Benetton Is a

    Marketing strategy Overall Marketing Strategy The group's marketing strategy is focused on raising awareness on social issues concerning today's society and taking a stance of the real world, rather than encourage costumers to buy its products. Competition Considering the large product diversification characterizing Benetton's portfolio, it is very difficult to define the manufacturer's main competitors, as it's difficult to define it's industry. Thus, according to Hoovers.com (Accessed January 2009), the company's top 3 competitors

  • Marketing Coined by Marketing Guru Jay Conrad

    Marketing Coined by marketing guru Jay Conrad Levinson, guerrilla marketing is marketing that is unconventional, nontraditional, not by-the-book, and extremely flexible. The nine major differing factors from conventional marketing provided in "360 Degree Internet Marketing - Think Outside the Box for Minimum Cost, Maximum Results," (2001), are: Instead of investing money, you invest time, energy and imagination. Instead of guesswork, you utilize our expertise and experience. Instead of measuring your success in terms of

  • Marketing Impact of External Influences

    The people who have not yet gone in for the Plasma TV are more or less happy viewing the conventional TV, but want to go up in the value chain and aspire one day to buy a Plasma TV and like to be at par with their aspirational group who has already bought one. (the Psychology of Consumers -Consumer Behavior and Marketing) Associative reference groups comprise of people who more


Read Full Dissertation
Copyright 2016 . All Rights Reserved