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Decision making and motivation

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Melissa j.
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case study
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  1. Introduction
  2. Consumer decision making model
  3. Role of motivation in decision making
  4. Attitude towards Canned food in Australia
  5. Conclusion

A study of consumer behavior helps the marketers to strategies the marketing goals and produce products that would guarantee customer satisfaction. Decision making is done by customers either in favor of the product or against buying the product. This level is highly influenced by motivations fueled by needs and goals. External and internal factors also influences the final decision made. My product for sale is canned food, which belongs to the category of physiological need. The existence of competitors makes the survival very difficult in the market.

The consumers are very selective when it comes to selecting canned food for consumption. This makes it difficult for the new competitors to gain trust from the customers and capture the market. Strategizing accordingly is very necessary to gain trust along with ensuring the quality of the product.

Consumer behavior can be defined as the combination of the decision process and physical activity engaged in by the individuals. The purchase action is visible to us where as the decision process is not. It can be said that consumer behavior and decision making are interdisciplinary. The behavior depicted by the consumers has changed dramatically in the past few decades.

[...] Arousal of motives is the best way to initiate actions from them. It can be done by initiating an internal stimuli found in the individuals physiological condition, by emotional or cognitive processes or by stimuli in the outside environment. Physiological arousal for food can happen when a person faints due to lack of food. Emotional arousal can happens when they pass through or witness parallel emotions. Cognitive arousal happens when something reminds them of an adverse effect that might be caused by rejecting a goal. [...]


[...] Socializes tend to stick on to brand names and highly adaptable to changes. The conservatives are traditional in nature and are reluctant to change. They are adamant about the nutritional values and decline using canned foods. Conservatives are the toughest target of all due to their superstitions and beliefs. Conclusion Motivation induced by need or goals forms the basic reason for purchase of a product that is followed by decision making. Motivation depends on external and internal factors experienced by the consumer. [...]


[...] Consumer Behavior and Culture. Consequences for Global Marketing and Advertising. London: Sage Publications. Schiffman, L. G & Kanuk, L. L. (2007). 9th ed. Consumer Behavior. Harlow: Prentice Hall. [...]


[...] But among needs they are especially aware of physiological needs. So awareness is the step that can be eliminated in my product marketing. Motivation can be either positive or negative in direction. And they are often related to emotions. When goals are set some of them are realized and some are not. A need is replaced by a greater need when it is fulfilled. The non fulfillment and fulfillment of the set goals leads to emotions like frustration and happiness that leads to making substitute goals or defensive reactions like regression, withdrawal, projection, day dreaming and repression. [...]

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