Theories Of Consumer Behaviour

stating that a man plays more than one role in his life. For example a father or mother to his children, a lover to his spouse, a brother or sister to his siblings, a friend to his peers and so on ,showing the different personalities carried by one individual. The same way the consumer decision, making will be different for each type of personality carried on by the same individual. There will always be a great difference of personalities especially during a vacation and work. For example a survey conducted in the UK us and Pacific Rim countries proved that the different aspects of their personalities played a crucial role depending on whether they were making decisions from work or home. Consumers in their homes produces favorable results …show more content…
(Solomon, bamossy and k.hogg)
Second theory
Psychological Motivation for consumption is more commonly observed in shopaholic’s .There is a stereotype where a large number of them are always refereed to be women but this is all mainly about the mentality of the consumer . These type of consumers are usually influenced by the marketing stimuli well laid by the different brands .motivation is the process that causes people to behave in the specific manner they do. It is the reason which creates a want which is developed and aroused into a drive to reach the specific goal. (Solomon, bamossy and k.hogg)
Motivation is basically the force that drives us to take some particular action which keeps us projected towards psychological equilibriums. The need for satisfaction and the feeling of deprivation forms the two extremes of the equilibrium. (Evans, Jamal and foxhall)
The first extreme of psychological equilibrium was the need for satisfaction which the author states in his entry where he prefers Indian food rather than sandwiches available as it gives the author a satisfaction on his choice. He has a strong relation to his food preference and a connection which gives the elation on …show more content…
The consumer needs to motivate in correspondence to Maslow’s hierarchy, where internal motivation must be focused on his primary needs rather than getting succumbed to his less important desires. The theory of self-concept and motivation are two different theories which plays a crucial role in consumer decision making, these concepts are reflections of their attitudes towards themselves and irrespective of their nature they bolster the self-esteem of the consumer. The internal motivation along with a positive self-esteem will direct the consumer to take the best decisions for