Consumer Behaviors Chapter 8: Consumer Motivation and Knowledge

Consumer Behaviors Chapter 8: Consumer Motivation and Knowledge

Consumer motivation

It is mean the drive to satisfy both physiological and psychological needs through buying the good and service. It shows what people buying.

Type of consumer needs

Physiological need: It is the most basic consumer needs. For example water and drink. That is why there are many food industry and beverage in today’s world that can help to satisfy the basic need. Beside food and drink, the sleep is also one of our basic needs. So, it helps to increase the demand for the bed, mattress and pillow industry.Sex also the one of our basic need, this also help to increase the sales for Viagra and condom.

Safety and health needs

Threat to our safety such as natural disaster, criminal, territories and disease. This creates the need for the home security alarm and personal protect device. Also, computer virus will also post the threat to our computer. That increase the demand for the antivirus software industry.

The challenge of understanding consumer behavior

Research for the motivation behind the behavior is important to marketer. Consumer will not want to realize what the purposed for them to have this kind of action. Some will not really know what they do and why they do, this is known as unaware motivation.

As we known motivation change readily. For most of the consumer, they will not really tell out what their main motivation. So, it becomes a challenge to Marketer as they need to find out their motivation through intake interview.Throught hypnosis to make customer tell them what is their inner desire. So, Marketer then can design the appropriate strategic marketing strategic to target them.

Motivation intensive is mean how strongly consumer will satisfy their particular needs. For involvement, it is meaning the degree which object or behavior personally relevant. Motivate intensive and involvement to determine the amount of effort consumer is used to satisfy their need.

Motivation consumer

Some consumer they will have a lot of need but unable to satisfy their need because of they do not have enough money .To overcome this price barrier problem. Marketer then have to used price cut rebate and discount coupon to encourage consumer to buy the product especially price conscious person. Even thought this will increase their sales but the real problem is this will not increase any profit for company. Also, it will also rise up the consumer price sensitive which is not good to company.

Motivated through incentive.

 Given special or free product will consumer purchase the main product. Given luck draw to tell people they have the chance to win a prize and through this encourage consumer to buy more. Also, using limited edition product to attract consumer to buying their product.

Enhancing the perceived risk

Marketer can tell people what is the consequence of their buying behavior. Normally, the greater the risk, it will increase the searching information from consumer. Marketer also can tell people to make more choice to reduce the risk. For example, tell them if they do not consume product that provide nutrition (fruit, vegetable) they will suffer. Also, what is the problem they will faced if they do not buy quality product, tell them to find more information and choose for the good one.

Wake up consumer curiosity

Usually, the new product I launched, education the consumer is very important. New product usually will cause more curiosity for consumer, and they will usually need to get more information before buying it. Therefore, for marketer they can do the thing is increase advertising or television adv. Also, sale and direct promotion to increase their knowledge toward the product.

 Knowledge

Accessing awareness

Consumer knowledge is important to marketer; it is also one of the area marketer interests too. Consumer lack of knowledge is a bad and good thing. Bad thing is, they are less information to our company, and therefore they won’t not buy our product. The good thing is they are less knowledge to other too, so for marketer can now influence them to purchase our product instead of other.

Recognition

Recognition mean the identify known brand from a list. There are people may have less recognition of company name, this may due to they do not have enough knowledge of the consumer or they do not pay any attention toward this brand. Sometimes, they may have the knowing some brand due to advertising but not really familiar with, for marketer, they need to really increase advertising and promotion to increase consumer brand awarnees.As well as, using celebrity as a promotional strategic to increase their brand equity.

Recall based is more conservative than recognition based.

Top of the mind.

It is mean how many brand consumer can recall from their mind. Some company they have strong brand name and established their brand name into consumer mind. For example, coca-cola, they have kept using promotion, advertise to increase their brand equity in the world. This can increase their sale, as well as speed up consumer purchase.

Monopoly due to their have less competitor, they do not really need to care whether their brand name is established well for the consumer. However, for that company who face fierce competition will have to increase established their brand name toward consumer mind.

Product Image is meaning the entire range of the association. Product attribute it is the feature and benefit the consumer will get when they consume a product. For example, when you think of coca-cola, you will think of carbohydrate drink, Mc Donald will let you think of junk and fast food. Image analysis is to analysis how well consumer knows about product attribute and association.

Symbol, logo is marketer used to increase consumer knowledge as well as remember company name when they purchase their product. For marketer, they need to evaluate the strength and what an association represents in consumer mind.Strenght is to tell us how true it is.

2) Purchase knowledge

Knowledge about buying the product includes all the information. Firstly, the price of the product, where to purchase and when to purchase.

 How much does it cost

With the range of knowledge, consumer enables to find out which is the most fairness price of particular brand. The fewer knowledge or information of the product price, the less concern for company to care about their competitor price differnet.Conversely, if consumer is very concern about the price, the company then have to focus more on the consumer price. For example, if both company A and B  sell similar product , yet company A sell more cheaper than company B , then if they consumer is price sensitive , they will shift toward buying company A product. Normally, if a person is affordable with a product, they will buy so company can reduce the price of the product through discount coupon or price cut. Image analysis includes what consumers know about the absolute and relative product.

When to buy the product.

Knowledge will determine when to buy the product. For example, when there is a sale promotion held in future, the consumer will usually delay buying now and buy in future. Moreover, when they have a new product launched, those customer will the knowledge will usually not buying now, the reason is because they believed the price of the product will drop over time.Futhermore, if a person know a product price will drop when there is a new product launching by the same company, then consumer will not buy the product first, they will buy it after a new product is launched. For  example, Iphone 4  is going to out , consumer will not buy the Iphone 3G now, because they know once the Iphone 4 is out , the price for the Iphone 3g is definitely drop, so in the  end they will not buy an expensive product.

Where to buy

Many products have multiplier channel allow consumer to buy the product. For example, you can buy the book on the book store; can buy the book from the online by suing internet. To increase of the knowledge for consumer where to buy the product, marketer can used advertise to signal customer where can purchase their product. For example, when some company launching new product, they will used television ad or advertising through newspaper to promote their product and they will usually tell people where they can find and buy the product. Also, with the advance of internet, consumer will now really need to find the store; they can just buy the product through internet.

 Moreover, Knowledge about a product location can also affect consumer buying behavior. If consumer feel they have less information about the store, they will rely much on the in store information. Therefore, marketer can employ sales person in the store, this can help consumer know more information about their company product, and this can increased the chance for consumer to buy their product.

3) Consumption and usage knowledge

Consumer memories contain information on how product can be consumed and what is requiring using it. Consumer is unlikely to buy a product when they have lack of information about how to use. For example, when company launched a new product, consumer usually lack of the information for the product on how to use it, therefore they will less attraction from the consumer.

It is the company responsible to tell consumer the information on how to use a product. For example, company can used road show to introduce their new product. Sometime, the product has additional use which not the entire consumer knows. Therefore, through road show marketer can ensure they can give consumer enough idea, consumer know how to use the product and increase the chance for consumer to buy the product.

4) Persuasion Knowledge

Consumer knows the goal and tactics for those people who want to persuade them to buy the product. Persuasion knowledge influence how consumer responds to their persuasion. If consumer knows how marketer has trying to persuade them they will try to avoid it. For example, if one of your old classmates find you and you known he is a financial salesperson, so it is easily understand that when they ask you go out, they are usually want to introduce some insurance policy to you. If people know that, they will not go out with him.

Lack of knowledge

Knowledge gap is meaning the lack of information from the memory. Usually knowledge gap occur when company launching new product.

Undesired knowledge

Sometime, consumer may have the knowledge that is undesired from what firm want consumer to have.Thign that they believe is true but in real they are not this is known as misperception. Firm then have to influence consumer the true meaning and fight those misperception which make brand unattractive.

Testing Position of success

 Marketer has to testing whether their brand has achieved want they want them to be position in the marketplace. Examine the product image among target consumer.

Discover the new use

Marketer understands how consumer use the product is important because they then can find out the new uses of a product and extend their appeal.