Download Motivation, Values, and Influence

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Motivation, Values, and Influence
Kelvin O. Diaz
MKT435
07/15/2015
Prof. Richard Valdes
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Motivation, Values, and Influence
Motivation, Values, and Influence are factors that have to be
carefully measured and analyzed by businesses at all levels, the
ability of companies to understand their target markets in order
to communicate to the audience the products and services offered
to satisfy wants and needs is in direct relation to what motivates
consumers, what values
are present and the stimuli in their
environment.
How learning and memory theories apply to developing a
marketing strategy.
Learning
is
an
ongoing
process,
which
is
a
relatively
permanent change in behavior caused by experience (Solomon, 2013,
p.83). However, learner needs not learn from experience directly
but also can be learned from observation of events that affect
others.
Advertisement,
for
example,
impacts
individuals,
as
learners tend to remember the message that is delivered from the
repetitive ads. With this, the promotion of the product will
succeed
if
the
message
is
getting
across
to
the
audience
successfully. There is a close relationship between learning and
memory as learners are trying to connect the information from what
they
have
seen
and
store
them
as
memory.
In
the
case
of
commercials, learners learn from the repetitive advertisements
where the aim of the advert is for an audience to remember and
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learn from it. Basically, there are two main learning theories,
which
are
classical
and
operant
conditioning.
Classical
conditioning is a learning behavior by associating themselves with
a particular thing. For example, individual objects may remind
learners about the happy events, which cause the positive attitudes
towards
the
object.
If
this
were
applied
to
the
marketing,
marketers might use this concept to create a particular image for
their product or brand, which they associate their product with.
Lamborghini, for example, is a very expensive car. People will
always link this car to an enormous amount of money. This is how
classical conditioning is applied to. Operant conditioning is
where learners learn by reinforcement. In a simple word, this is
a learning attitude where learners are drawn from the punishment
or reward for doing certain things they do. In the case of
marketing, operant conditioning is used to create an association
between a reward such as discount, free items, reward card points
and a product. For example, if the purchaser were to buy a T-shirt
from a retail store, a free perfume tester or items seen in the
magazines will be given to the customers. The main idea of these
testers is to attract the customers to buy the item if they find
the tester or sample given is good.
Motivation process & techniques to influence consumers
“Consumer motivation is an internal state that drives
people to identify and buy products or services that fulfill
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conscious and unconscious needs or desires. The fulfillment
of those needs can then motivate them to make a repeat
purchase or to find different goods and services to fulfill
those needs” (Wilson, n.d.).
The motivation process consists of five steps: latent need,
drive, want or desire, goals and behavior. The process focuses on
the physiological needs, primary needs, and psychological needs,
secondary needs. The type of need such as positive, negative,
utilitarian,
conscious
or
unconscious,
determines
the
goals
formulated. Marketers need to know the motives influencing the
consumer
during
observation,
determine
a
depth
the
purchase.
Qualitative
interviews,
latent
motives
and
of
techniques
analysis
a
helps
consumer.
such
as
marketers
Marketers
understanding the stages of the motivation process and using the
stats from the qualitative techniques contributes to manipulating
consumers at different stages of the process.
Marketers must determine how interested the consumer is and
formulate a strategy and advertising to influence the consumer’s
motivation to purchase. Understanding the types of needs that
motivates consumers’ to purchase a product or service will help
marketing succeed.
Describe consumer involvement and how that might help or
hinder use of the product or service
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Consumer involvement comes in many ways; such as spending the
time and energy needed to make a decision about something. Next
would be the feelings and emotions; this is the driving force of
a person's influence in deciding what to purchase. There are many
different reasons that would cause a person to make a choice that
could help but if chosen under a different circumstance it could
cause them harm in purchasing the product or service. The human
ego can be a dangerous weapon or the best help in making some good
choices, good example
There are four consumer involvement theories such as
 High involvement / emotional
 High involvement / rational
 Low involvement / emotional
 Low involvement / rational
According to "Consumer Involvement Theory" (2002 - 2015), "On the
consumer side, high involvement / rational purchases tend to be
linked to a high cost. This category can include financial services
and products, the purchase of a home or car, as well as major
appliances and electronics. For individuals, high involvement /
emotional purchases can include jewelry, weddings, and holiday
travel plans - as can the purchase of a home or car. Again, much
depends on the culture, person, and how much purchasing power
she/he has. The gratification we
get from these products is
emotional or sensual. But that pleasure is fleeting; it doesn't
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last a long time. So we don't spend a lot of time thinking about
the
purchase.
Movies,
candy,
an
entertaining
magazine,
or
a
birthday card fall into this category. For some, selecting a
restaurant for a special occasion.
Here the typical role of
advertising is to get people to switch - to break the automatic
habit of spending their money with the competitor. Consider coupons
and other incentives. Free samples can work well. Also, look at
ways to differentiate or re-position the product. Give the audience
compelling
reasons
to
give
your
service
a
try
("Consumer
Involvement Theory", 2002 - 2015)."
According to "Consumer's Decision-Making Process" (1999 - 2008),
"Now the stages in a consumer's purchasing process is 6 steps:
1. Need Recognition
2. Searches for Information
3. Product Evaluation
4. Product Choice and Purchase
5. Post-purchase Use and Evaluation
6.
Disposal
of
the
Product
("Consumer’s
Decision-Making
Process", 1999 - 2008).”
Identifying consumer values and determining if they are
congruent with organizational values.
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Creating superior customer value is necessary because it
focuses on the buyers’ evaluation of the products purchase at the
time of buying. The gain that the consumer receives
the benefit
is weighed against the cost the consumer must pay. The value that
the consumer places on a product or service becomes the customer
values. The organizational value is to provide the customer with
the best cost so that he or she will feel that the product is
reliable and at its most reasonable price. Having the best product
for the consumer is achieved by providing a high benefit that
exceeds the high cost. For example, a luxury car like a BMW can
charge a high price because they produce high quality in the minds
of their consumers. Also an organizational value is congruent with
consumer values by having the best service; consumers will pay
more to be treated with exceptional service. Organizations seek to
establish
congruence
significant
affective
direct,
between
positive
commitment,
and
the
social
effects
on
loyalty.
values
that
satisfaction,
That's
why
they
has
trust,
promote
salespeople as a way to influence the service and quality goals of
an organization.
Implications of conclusion
Individuals
tend
to
collect
as
much
information
as
possible, both from our memories and from outside sources in most
cases external sources such as the Internet. Once each source is
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evaluated these products, we review attributes from one brand to
another. We carefully examine these attributes and relate to the
results we see fit to make our choices (Solomon, 2013). We have
come to the conclusion that people do not always make the greatest
rational decisions. A marketing strategy that brings great appeal
is the membership reference. This tactic is the most effective
route versus the traditional route. The membership references used
celebrity spokesperson to do the advertisement making this a more
persuasive move versus having a standard person use the product
and advertize it (Solomon, 2013).
By being able to identify patterns in consumptions, marketers
can obtain useful knowledge about individuals and their purchasing
decisions
allowing
for
organizations
to
create
a
marketing
strategy. One great process that organizations are using to build
brand loyalty organizations are starting to incorporate music in
their advertisement (Solomon, 2013). Since music tells a lot of
one’s lifestyle and today brands that are looking forward are
connecting their products with popular artist and songs allowing
for consumers to make that connection between artist and brand.
This a great move for businesses because it allows consumers feel,
as they are a part of a community of product users. Consumers often
chose a product precisely when it is associated with a certain
lifestyle, and for this reason organizations attempt to position
a product and to fit it into an existing pattern of consumption
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(Solomon, 2013). This creates a brand personality, which becomes
relevant with a variety of goods and situations. Marketers all
around the globe monitor past, current, and emerging trends online
and offline in hopes to attempt to shape consumer behavior. Live
styles are made of choices; marketing allows consumers to pursue
a style that expresses their way of thoughts and feelings. A sense
of self-identity that is a critical aspect of a marketing strategy
that is socially desirable is a long-standing goal for advertisers
and will allow advertisers to promote the product around the globe
(Solomon, 2013).
In a Nut Shell
A successful marketing strategy should be connected to what
motivates consumer, directly playing on their emotions and
belief system in order to attract attention and influence
consumers to choose products and services that will bring value
and solve problems in their lives.
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References
Solomon,
M.
(2013).
Consumer
Behavior
Buying,
Having
and
Being (10th ed., pp. 83-86). Prentice Hall.
Wilson, D. B. (n.d.). Definition of Consumer Motivation Read
more:http://www.ehow.com/about_6572429_definition-consumermotivation.html.
Retrieved
from
http://www.ehow.com/about_6572429_definition-consumermotivation.html
Consumer
Involvement
Theory.
(2002
-
2015).
Retrieved
from
http://www.adcracker.com/involvement/Consumer_Involvement_Theory
.html
Consumer’s Decision-Making Process. (1999 - 2008). Retrieved from
http://2012books.lardbucket.org/books/marketing-principlesv2.0/s06-02-low-involvement-versus-high-in.html