Consumer Needs, Motivations And Goals

Consumer behaviour is "an examination of the behaviour of people and households who buy goods and services for personal consumption". (Elliot, et al 2010 pp. 103) Make Fishbein's Theory of Reasoned Action states that "a consumer's ingestion behaviour depends upon the individual's intention to execute the behaviour and that behaviour is a combo of the consumer's frame of mind and subjective norm. " (Abraham and Sheeran, 2003, pp. 271). Adapting this theory shows that a key facet for marketers is to interpret consumer behavior, which can be achieved by understanding and adapting the basics of consumers' needs, motivations and goals Over time of research, interpreting consumer behaviour has changed from a straightforward hierarchal process to differing theories on cultural constructs which yield consumption behavior. The continuing plethora of research in modern society has motivated that consumption behaviour is a intricate marketing relationship which may be influenced by internal, biological and communal affects. Recognising these influences and their results provides marketers with the opportunity of surviving and growing in a point out competitive market as seen through Commonwealth Loan company and Apple gadgets.

Consumer Needs

A need can be categorized as a required daily need (Elliot, et al 2010). The need for a need is the fact it starts the chain response which results in intake behaviour. Consumption behavior can be captured through steps within the consumer decision making model as mentioned by Gordon (2004). Step one of this model is that of problem popularity. That's where a consumer, recognises a void exists with regards to an individual need or want whether it be in the required state or actual talk about. Gordon (2004) demonstrates that a desired state identifies the manner in which a person anticipates a have to be achieved, whereas a genuine express is a reflection of the real approach that has been taken to fulfill the current need.

Regardless of the industry, each manufacturer aims to gratify the needs of the consumer. As consumer needs vary between individuals, analysts have found it difficult to create a link between the different needs of any consumer and the result it relays on use behaviour. A good example of providing such a web link is obvious in Maslow's hierarchy of needs as explained in Elliot, et al (2010). This theory postulates that individual needs that contain yet to be satisfied influence consumption behavior, whether these needs be "physical or biological". In coherence to Maslow's theory, Cherrier and Murray (2004) illustrate that regardless of differing ethnic and social worth, all consumers attempt to fill these needs as a means to achieve self applied actualization. Green and Burke (2007) in relation to Maslow's theory, emphasise that self actualization is the highest need that can be satisfied by a person. This idea is apparent when evaluating the service of Commonwealth Loan company. Over the years of its existence, Commonwealth Bank has built up a reputation in which the organisation classified customer support its main concern. Establishing a quest statement consequently, allows consumers to feel as though their individual needs will be attended to and they will in the end reach a level of self actualization. The unwavering determination and success of Commonwealth Lender in the past facilitates the consumer's beliefs that these needs will be satisfied.

However, Pepper, et al (2009) shows that the method where individuals try to meet their needs is closely influenced by societal principles and the classification of interpersonal norms. Pepper, et al (2009) further claims that the effect of social norms creates turmoil between individual passions and social hobbies. This ideology can be mirrored upon the merchandise of Apple gadgets. The Apple revolution is dominating the electric industry in a manner which shows the fads and social norms of world. Whilst there were several specialized problems reported with each product released by Apple, this craze appeal is the one that has proven to be heavily influential as many consumers are purchasing the Apple range, ignoring the fact that there are other products in the marketplace, which may satisfy individual needs a higher level. Such an analysis demonstrates that brands which have been labeled as the cultural norm, have an influential influence on that of the consumer, and the manner in which they consume a product as a means to gratify their needs.

Consumer Motivation

Elliot (2010) recognizes motivation as the inner driving power that sparks an individual to fulfill an unfulfilled need. Motivation develops when the intensity of fulfilling a need significantly increases forcing the individual to rectify this personal disequilibrium. Together, Maslow's hierarchy of needs illustrates the manner in which individuals attempt to fulfill their pending needs. Green and Burke (2007) parallel Maslow's notion with the ideology that once needs have been satisfied, motivation no longer is available. This immediately establishes the immediate relationship between the two factors. Drive occurs as a result of your need which is not longer present once a need has been satisfied.

The direct marriage between consumer needs and motivations highlights the importance of producers being conscious of a consumer's desire. Identifying the principal motivation enables the maker to supply the consumer with appropriate information which may source their satisfaction in a competitive software industry (Give, et al 2007). Through referral of Maslow's theory, Pincus (2004) supports this claim as he shows that folks are motivated in all degrees of Maslow's theory. However, the prevailing desire is dependant upon which lower need in the hierarchy has been fulfilled (Pincus 2004). This ideology is present in the service of the Commonwealth Standard bank. As the Commonwealth Loan provider caters for a broad customer basic, it is imperative for the service to invoke a number of motivations that stem from different ethnicities, genders and years as a way to persuade and appeal to customers towards the service (McEachern and Warnaby, 2008). The high standard of customer service present within the Commonwealth Bank or investment company establishes strong connections between your service and consumer. Therefore triggers the feelings of the consumer as the service knows their needs and hence can further their desire. A recently available article in the Sydney Day Herald "Customer Warm to the top Four" shows the upsurge in customer satisfaction on behalf of the Commonwealth Loan provider which includes been brought about through successful motivational charm. This service shows the necessity in figuring out the direct romantic relationship between needs and motivations as both factors impact a consumer's usage behaviour.

As previously mentioned, Give, et al (2007), highlights the differing motivations fuelled by consumers. Rather than adapting to all kinds of motivations, Apple consumer electronics has centered on two main types - brand and the function of the merchandise. In coherence with the public norms that affect the needs of consumers, Apple has created a positive mental reference to the brand which pushes consumers to post to the image that they have created. This sociable influence sparks the inspiration of the consumer and provides Apple gadgets success compared to other competitors in the marketplace as consumers flourish to attain the status associated with the Apple image. Furthermore to image, the focus on product functionality is accessible for the demographic who aren't affiliated with communal norms. These consumers can still reap the benefits of purchasing Apple products although spark for his or her motivation may be different than others. As this product's consumer platform continues to grow, producers might need to develop the types of motivations that they cater for, to be able to continually meet both new and current consumers. Such an expansion will continuously enable Apple electronics to endure and grow in the marketplace as factors which influence consumption behaviour continue to be catered for.

Consumer Goals

Many theorists have argued that goals are increasingly becoming the main influencer in use behaviour. An objective is a measureable consequence which can contain a number of objectives, which is achieved within a specific time frame, determined by the individual. Mitchel and Zhang (2005) show that goals are cognitive principles which reflect the inner mother nature of a person. In turn, it could be identified, that drive must be performed in order for a goal to advance and ultimately be achieved, thus, demonstrating the immediate relationship between the two factors.

A key facet to indentifying goals is building whether or not these goals are conscious or non mindful (Bargh 2002). A mindful goal is one where in fact the consumer knows what they are reaching and what aspects in their environment are influencing their decision. Alternatively, and unconscious goal is one that stems from specific beliefs and values that have often been passed down from decades and which impact a consumer's life, though, they may not be full alert to it. Huge amounts of research have proven the usage decisions created by consumers are in fact inspired by factors that are undiscovered to the individuals. In addition, researchers have discovered that the goals developed by a consumer include a mixture of both mindful and nonconscious aspects (Roberts and Pirog, 2004). Paralleling this theory, Abraham and Sheeran (2003) emphasises the main element cognitive aspect induces goals setting, hence further demonstrating the immediate relationship that exists within determination and goal setting techniques and getting. Commonwealth Standard bank is a specific example of a service which has understood the idea of conscious and nonconscious goals inside a consumer and the cognitive factors that promote a consumer. As previously discussed, Commonwealth lender successful attend to the motivation aspect of their consumers through ensuring high standard of customer support, which attends to all or any forms of culture, genders and age range. Understanding such a wide demographic allows the service to recognize with the nonconscious areas of consumer goals. These aspects include varying beliefs, values, behaviour and needs, all which effect a consumer in some form or another. Furthermore, Commonwealth Standard bank thrives to present their consumers with the best resources and technology. This is visible through the life of Commonwealth Bank's large IT bottom, and execution of smarter sourcing. Accommodating consumers with facilities such as internet banking and ATM's is vital as individuals are now aware that the service is equipped with the best technology or resources necessary to satisfy their all their goals. Hence forcing consumers to continually use this service as opposed to others that may be within the competitive market.

Abraham and Sheeran (2003) found the often consumers fail to act on the intentions or adjust their goals because of the external environment, creating goal conflict to occur. This is evident in the merchandise made by Apple consumer electronics. Whilst there are many consumers who have made a mindful goal to acquire and Apple product, there are numerous who've not consciously made this decision, but are compelled to because of their nonconscious goals. As mentioned, this is due to the dominating image that is created by Apple gadgets. The encompassing environment in society is heavily influenced by brands and image which affects consumer principles and beliefs. When it comes to Apple, many consumers have made a mindful goal to purchase an electronic, however, research has shown, that such a consumer purchases an Apple product over another electronic digital, as there are swayed by nonconscious goals that happen to be influenced by current environment. This shows the direct hyperlink between drive and goals as the brand and image determination pursued by Apple, has successfully compelled their consumer to purchase a produce and therefore, provide Apple with expansion and survival in the competitive market.


Through the differing theories that have been applied and the conversation of products and services, it could be seen that consumer behaviour is a complex relationship which is determined by a mixture of factors. Fishbein and Maslow's ideas form a basis for marketers to interpret and understand the direct and interdependent romance between consumer needs, goals and motivations. Further research with regards to consumer behaviour demonstrates the various influences that manipulate a person's decision as they impact these three main factors. The differing communal, biological and physiological affects that contain been illustrated highlight the way in which in which consumers can operate with regards to mindful and nonconscious decisions. Inevitably in the present day day society that we reside in a consumer's decision to acquire a product or use something is heavily inspired by marketing. Therefore, responsibility rests after marketers to market a interpersonal environment and positive image, that may modify and persuade the usage behaviour or population.

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