Consumer Behavior Essay Example | Topics and Well Written Essays - 1000 words - 4

Consumer Behavior - Essay Example Kollner (2008) states that motivation is a function of two things: a) drive or arousal and b) goal-object. The drive is the motivation that results in behavior directed towards the goal. Kollner says that automatic arousal causes behavior without much thought, which is a likely result of learning. For small-ticket products, this type of motivation comes into play: at the supermarket, the decision to purchase a particular brand of diapers for baby is very easy and does not require much thought, except perhaps the very first time when the diapers choice was made. Conversely, for high end, expensive products, the needs are different and solutions also require detailed analyses and information search, which is also called extended problem solving. In a marketing context, motivation plays a very important role in understanding the consumer. When there is a want or need, the consumer feels conflict and unrest; to appease that feeling he or she looks at various solutions. The marketer must be able to satisfy that feeling by making available the right solution (product or service), at the right time and through an accessible channel. Once the marketer understands what drives the customer to act in a certain way, a lot of insights can be added into the marketing process which will assist in making it more targeted and satisfactory to the consumer. For the diaper example discussed previously, a marketer must know that he need not provide additional information to the customer at the supermarket but make him buy the product by making it easily accessible (eye level rack) and offer him deals and savings (e.g. 10% extra). The process of learning involves assessing and acquiring new knowledge and information about things and utilizing that information for future decisions and behaviors. Learning happens as a result of study as well as experience. This process does not have to be consciously done. Kardes, Cronley and Cline explain