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CHAPTER 2 : UNDERSTANDING NEEDS,GOAL AND MOTIVATION ((2) THE NATURE OF…
CHAPTER 2 : UNDERSTANDING NEEDS,GOAL AND MOTIVATION
(1) NEEDS
Feeling people experience when they lack something/would like to have more of something
(2) THE NATURE OF NEEDS
1) Need are dynamic
Can be repeated (Ex: Sleep)
2) Needs can be caused by external and internal factors
Ex: Smell the burger and suddenly feel like to eat burger
3) Needs can be ranked
Choose the important one
4) Needs can conflict with each other
1) Approach-Avoidance Conflict
2) Approach-Approach Conflict
3) Avoidance-Avoidance Conflict
(3) GOALS
Anything that a person would like to achieve
Goal are important because we focused on achieving them. So that we can satisfy our needs
(4) NEEDS & GOALS ARE RELATED EACH OTHER
Use by marketer to attract customer
(5) THEORIES OF CONSUMER NEEDS
1) Maslow's Hierachy of needs
Social needs
Esteem needs
Safety needs
Self Actualization
Physilogical needs
2) Functional, Symbolic & Hedonic needs
Social Need
Symbolic
Hedonic
Functional
Non-social need
Functonal
Symbolic
Hedonic
(6) MOTIVATION
What a consumer goes through from the moment
b) How strong the needs is
c) How they satisfy that needs
a) Consumer release that they have a needs
Process of motivation
b) A month - Waiting to see a Kathy Perry concert
c) A year - Graduating from university
a) A day - Hungry for food
(7) CONSUMERS HAVE NEEDS
All human being have many need (starting from born till dies)