Essays on Psychological State of Consumer Behavior Coursework

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The paper "Psychological State of Consumer Behavior" is an outstanding example of marketing coursework.   Any marketing campaign is aimed at convincing the consumers that certain goods meet and satisfy their needs and wants. But what drives the consumers in selecting the product they buy is determined by consumer behaviors. The field of consumer behaviors specializes in studying how individual consumers or firms decide to buy and select certain goods or services that they believe satisfy their needs and wants (Hausman 2000, p. 404). The psychological state of the consumer is influenced by such factors as perception, motivation, attitude, learning, personality and emotions.

These factors act differently in different individuals or groups and can influence the consumer’ s decision in the last minute of purchase (Sandy & Minjeong 2009, p. 23). This paper will look at motivation and how it influences the consumer’ s decision. The paper will review five different articles and comment on the implications of the findings in developing a strategy to manage consumers. Marketers need to understand what motivates consumers to satisfy their needs. Discussion Veronika 2013 article focuses on the buyer behaviors on the web.

Veronica argues that even though there are many internal and external factors that influence the consumer, the company plays the final role in influencing the decision-making process. Veronika’ s article uses the basic terminology and Maslow’ s theory of motivation to explain the buyer’ s motives of online shopping. In her research, questionnaires are used to conduct a survey which examines the motive and the experience of the consumers while shopping online. Independent tests are also carried out to determine whether there is any relationship between the age of the consumers and motivation while doing online shopping. Veronika employees quantitative research and use questionnaires to collect data.

She later compared her results with those of other researchers and performed independent tests that verified the hypothesis. The study that was conducted in February of 2011 involved a survey of buyer’ s motives of some selected respondents on the internet the Czech Republic’ s Pardubice district. The research’ s main aim was to acquire data of consumer’ s opinions of buyer’ s behavior when shopping online. A total of 206 respondents were involved in the research; 122 out 138 respondents who were interviewed directly were involved in the processing while 84 out of the total 96 questionnaires were returned. The results of the research showed that Maslow’ s hierarchy of needs is an important theory in current business conception.

Its was further found out that motives cannot be easily deduced as motivation is highly dynamic and is a process that changes with life experience. According to Veronika (2013), the success of any online shopping stores depends on the satisfaction the consumers based on the Maslow’ s five independent grades. An independent test of the hypothesis on the relationship between age and consumer motives, the hypothesis was not rejected since it was found out that there is no such relationship.

Instead, it was found out that people of different age groups shop online driven by different motives and are guided by special-exclusive products which are cost-effective. 48 percent of the respondents indicated that they have shopped online and their motives are driven by low prices, a wide range of products and convenient shopping.

References

Durmaz, Y. & Diyarbakirlioglu, Y. 2011, ‘A theoretical approach to the strength of motivation in customer behavior’ Global Journal of Human Social Science, vol.11, no.10, pp 1-8.

Guo, L. (2011). A Research on Influencing Factors of Consumer Purchasing Behaviors in Cyberspace. International Journal of Marketing Studies 3(3): 182-88.

Hausman, A, 2000 ‘A multi-method investigation of consumer motivations in impulse buying behavior’, Journal of Consumer Marketing, Vol. 17, no. 5, pp.403 – 426.

Sandy, D. & Minjeong. K., (2009). External and internal trigger cues of impulse buying online. Direct Marketing: An International Journal, 3 (1) 20 – 34.

Shrivastava, A. & Lanjewar, U. 2011, ‘A Business Intelligence Model for Indian Consumers‘Behaviour with respect to Motivation’, International Journal of Computing and ICT Research, Vol. 5, No. 2, pp.11-31.

Veltkamp, M., Custers, R., & Aarts, H., 2011, Motivating consumer behavior by subliminal conditioning in the absence of basic needs: Striking even while the iron is cold. Journal of Consumer Psychology, vol.21, pp 49-56.

Veronika, S, 2013, ‘Motivation of Online Buyer Behavior’, Journal of Competitiveness, vol.5, no.3, pp 14-30.

Zanoli, R. & Naspetti, S. 2002, ‘Consumer motivation in the purchase of organic food’ British Food Journal, vol.104, no.8, pp. 643-653.

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