Unit III IMBA 6 Sem Consumer Motivation Scholars

luanne-stotts
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Unit III IMBA 6 Sem Consumer Motivation Scholars and researchers have identified four major psychological factors motivation, perception, learning, beliefs and attitudes that influence consumers buying behaviour. Motivation is said to be

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Unit III IMBA 6 Sem<br>
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Consumer Motivation Scholars and researchers have identified four major psychological factors – motivation, perception, learning, beliefs and attitudes that influence consumers' buying behaviour.

Motivation is said to be the driving force within us. It is produced by a state of tension caused by our unfulfilled needs and wants. We strive to reduce this tension through appropriate behaviour that we expect will satisfy our needs.<br>
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Level of Motivation The level of motivation would depend on the intensity of our need.
Our motivational levels may vary from low to high depending on how important is that purchase. Influences include familiarity with the purchase, status factors and overall expense and value.

Where fulfillment rewards are low, as with routine purchases like salt, sugar, tea, shampoo etc., motivation levels are also relatively low and involve little decision-making behavior.

On the other hand, with a complex, risky and emotionally-charged process such as buying a new car, the drive to achieve
the best result is high.<br>