Motivation And Value Analysis In Marketing

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3.2. Motivations
It is said that “Customers don’t buy features; customers buy benefits” (Graham, 2010, p.146). From consumer’s perspective, the benefits are often not an end but a means to achieving a desired end state. Given that, marketers try to understand why consumers do what they do in order to successfully launch the marketing strategy. The table below is the motivation and value analysis which represents a means-end chain model and gives an insight of consumer’s desired end state/ goal.
Attributes Benefits/ Disadvantages Value end states
Appearance Becoming more fashionable Self-esteem
Appearance Receiving compliments from others Acceptance by others
Stability Feeling comfortable when walking or running Pleasure
Stability Supporting
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• Achievement
• Recognition and reward Ego need
Innovator • High self-esteem
• Accept new ideas and technologies
• Image is important as an expression of their taste, independence, and personality
• Active consumers
(Strategic Business Insights, 2015) • Wearing shoes that make her confident and comfortable
• Looking for trendy shoes
• Selecting shoes that fit her appearance
• Carefully searching information before making decision. • Self-fulfillment
• Problem-solving
• Authentic product Self-actualization
Source Appendix 3
From the table above, it is understandable that T fall into these lifestyle’s category since her lifestyles are characterized by her consume behavior. Notably, the result is also consistent with her motivation to achieve her specific needs in the previous part.
Marketing implication
• The combination between personality and lifestyles can create brand
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And there is a controversy about whether consumer behavior is driven by feeling or learning. Therefore, a hierarchy of effects, which explain the relationship between consumer feelings, thoughts and behaviors in relation to marketing communication, is used to identify a fixed sequence of steps leading to an attitude. In this case, T approach a product decision as a problem-solving process, which is the standard learning hierarchy: learn-feel-do. T formed a belief about a product by accumulating knowledge about product’s attributes from some brands. Then, she evaluated these belief and formed a feeling about each brand. Finally, from this evaluation, the consumer involve in a relevant behavior. Besides, this hierarchy comply with T’s personality (the satisfaction of gathering information) and lifestyle (high involvement in finding

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