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Understanding needs, Goals and Consumer Motivation (THE DYNAMICS OF…
Understanding needs, Goals and Consumer Motivation
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TYPES OF NEEDS
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Acquired Needs : Learned in response to our culture or environment. Are generally psychological and considered secondary needs
GOALS
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Product-specific goals : are specifically branded products or services that consumers select as their goals
THE SELECTION OF GOALS
-Personal experiences
-Physical capacity
-Prevailing cultural norms and values
-Goal’s accessibility in the physical and social environment
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