Consumer Behavior and Shopper Marketing

Consumer Behavior and Shopper Marketing

Analysis of Concepts and Frameworks

The foundational elements of consumer behavior and shopper marketing are based on the foundations of motivational theories including their supporting concepts and frameworks. The intent of this analysis is to provide insights into how Herzberg's Motivation Hygiene Theory and Maslow's Hierarchy of Needs Theory contribute to greater understanding of consumer behavior. Based on these insights, analysis of how consumer motivation affects shopper marketing strategies both off- and online is presented.

Analysis of Consumer Behavior Concepts and Frameworks

In order to have a solid foundation for analyzing, influencing and tracking shopper marketing, consumer heavier concepts and the theories that support them must first be understood. Motivation is a critical construct in consumer behavior and is defined as the series of psychological processes that provides contextual definition, intention and insight to the internal drive and intentions of people to meet satisfy their unmet needs and perceived wants (Freestone, McGoldrick, 2008). In another context, consumer motivation is defined as the energy and intention shoppers have to satisfy their unmet needs and expectations, attaining the benefits, both real and intangible, from products and services they are loyal to (Brumann, Benz, Riley, 2009). With motivation being such a critical construct to consumer behavior, it's important to delve into the Herzberg's Motivation Hygiene Theory and Maslow Hierarchy of Needs. Motivation of consumers to behave in a specific way. Across these two dominant theories and the many comparable frameworks, trust is a foundational element of successfully transitioning behavior to purchase trial, and trial to customer loyalty (Freestone, McGoldrick, 2008).

Applying The Herzberg Motivation Hygiene Theory To Consumer Behavior

Differentiating between those product or service attributes that merely meet expectations relative to those that exceed them and delight a customer is one of the main factors the Herzberg Motivation Hygiene Theory is pervasively used in consumer behavior studies. The Hygiene Factors within the Herzberg Motivation Hygiene Theory act as satiators, meeting the minimum or basic expectations of consumers. The Hygiene Factors are most often associated with products and services that are highly commodity-like in nature as a result (Turner, Krizek, 2006). In contrast to the Hygiene Factors, the Motivator factors act to counterbalance minimum expectation levels and seek to create transformational experiences for consumers in the process (Freestone, McGoldrick, 2008). Table 1 provides a comparison of the factor groups that comprise Herzberg's Motivation Hygiene Theory.

Table 1: Motivators and Hygiene Factors Compared

Source: (Freestone, McGoldrick, 2008).

In empirical studies that have applied Herzberg's Motivation Hygiene Theory to customer satisfaction, it has been found that Hygiene Factors alone cannot be used to create satisfaction or loyalty (Turner, Krizek, 2006). Hygiene Factors act as the foundation of trust with a consumer that enables Motivator factors to initiate trial of new products or services, and over time reinforce purchases until loyalty is developed (Brumann, Benz, Riley, 2009). When Herzberg's Motivation Hygiene Theory is applied to off- and online shopping strategies, the need for a consistent, high level of service is critical for ensuring each experience a customer has with a business is a good, positive one. Hygiene Factors may satiate the fundamental or baseline needs of a consumer but Motivators are the strongest contributors to customer loyalty over time (Turner, Krizek, 2006) (Brumann, Benz, Riley, 2009).

Applying Maslow's Hierarchy Of Needs To Consumer Behavior

Contrary to Herzberg's Motivation Hygiene Theory that concentrates on defining satiators vs. motivators, Maslow's Hierarchy of Needs takes a more hierarchical view of what motivates people to fulfill their unmet needs and expectations. Maslow has defined needs into five levels starting with physiological, progressing to safety, social, ego and finally self-actualization. In the context of consumer behavior, researchers have shown that a consumer will traverse this entire range of levels in determining to be loyal or not to a specific brand or product (Turner, Krizek, 2006). Effective marketing campaigns aimed at off- and online shoppers therefore need to concentrate on creating opportunities for new and existing customers to have their expectations met or exceeded at each phase o the buying process. Another interesting aspect of the Maslow Model is that consumers tend to congregate at specific levels of the hierarchy based on the perceptions and needs. This creates psychographic-based segmentation criteria which can be used for communicating with specific audiences of prospective customers that are consistent with their self-concept, needs and wants (Liu, Wang, 2008).

Implications of Consumer Behavior on Shopper Marketing