The paper "Burger Project Restaurant Marketing" is a great example of a marketing case study. In marketing, it is important for the marketers and owners of the business to have knowledge of the different theories about consumer behaviours. This kind of knowledge enhances the creativity among the marketers because marketing is not only an art but also a partial science (D'Esopo and Almquist, 2007). The theories also lay a good foundation for setting marketing strategies. There are four basic theories that discuss consumer behaviours: 4.1 Need and/or motivation-based consumer behaviour People do make purchases in order to meet their needs.
The needs are satisfied in the order of priorities made by the consumer. The most pressing needs are met first before the less pressing needs. Consumers will always have to meet those needs that are a must for their survival and are also said to be physiological, mostly food, clothing and shelter. Consumers will always think of what to eat before they think of their security and safety. Other needs placed below the physiological needs are Love, self-actualization and esteem, whose satisfaction is only for making one comfortable but not to survive.
The marketing activities even if they are for luxurious products, must be presented in a manner that shows the products meet the physiological needs. 4.2 Impulse Purchasing Theory This is where a consumer goes ahead to buy commodities or services that they did not plan for prior to going to the market. They buy because of an external pull or push force. This force is rarely related to the consumers’ financial or purchasing plans. Comparing this theory to the Need-Motivation theory, we will find that the consumer is driven by the motivation and not the need for impulse purchasing.
This is a ladder for the marketers to reach their best because they only need to make little efforts to lure the consumer into purchasing (D'Esopo and Almquist, 2007). 4.3 Reasoned Action Theory of Consumer Behaviour This is where the consumers do purchases based on the traditional budgeting and they do not buy anything outside their plans. This gives the marketers a hard time because the consumer pattern is so predictable such that making an inducement to change their minds remains an uphill task, becoming unsuccessful in most cases because the consumers have a fixed mindset on what to purchase every time they are at the market (Sandhusen, 2008). 4.4 EKB Model Consumer Behaviour Theory E stands for Engel, K for Kollet and B for Bakewell who were the formulators of the theory.
The theory outlines the process through which the consumers reach the decision of purchasing. The process starts with knowing the products then compare and process a choice in mind, thinking on what level of satisfaction they will get after the purchase.
The marketing activities can only be successful if the description of satisfaction one will get after buying unlike in the impulse purchasing behaviour. EKB is much similar to reasoned action behaviour. 5.0 Problems faced by the marketers and the possible solutions All the marketers have one common goal which is making sure the products are sold but different marketers face different challenges in pursuing their goal.
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