TAILIEUCHUNG - Lecture fundamentals of marketing - Lecture 9: Consumer markets and consumer buyer behavior (Part 2)

In this chapter, the following content will be discussed: Model of consumer behavior, characteristics affecting consumer behavior, types of buying decision behavior, the buyer decision process, the buyer decision process for new products. | Consumer Markets and Consumer Buyer Behavior (Part-2) LECTURE-9 1 PHYSIOLOGICAL OR SURVIVAL NEEDS Food, Water, Warmth, Rest SAFETY NEEDS Security and Safety LOVE, AFFECTION, AND BELONGINGNESS NEEDS ESTEEM NEEDS Prestige SELF ACTUALIZATION Characteristics Affecting Consumer Behavior Maslow’s Hierarchy of Needs 2 Abraham Maslow sought to explain why people are driven by particular needs at particular times. Why does one person spend a lot of time and energy on personal safety and another on gaining the esteem of others? Maslow’s answer is that human needs are arranged in a hierarchy, as shown in Figure , from the most pressing at the bottom to the least pressing at the top. They include physiological needs, safety needs, social needs, esteem needs, and self-actualization needs. A person tries to satisfy the most important need first. When that need is satisfied, it will stop being a motivator, and the person will then try to satisfy the next most important need. For example, starving people (physiological need) will not take an interest in the latest happenings in the art world (self-actualization needs) nor in how they are seen or esteemed by others (social or esteem needs) nor even in whether they are breathing clean air (safety needs). But as each important need is satisfied, the next most important need will come into play. See Abraham H. Maslow, “A Theory of Human Motivation,” Psychological Review, 50 (1943), pp. 370–396. Also see Maslow, Motivation and Personality, 3rd ed. (New York: HarperCollins Publishers, 1987); and Michael R. Solomon, Consumer Behavior, 9th ed. (Upper Saddle River, NJ: Prentice Hall, 2011), pp. 135-136. Characteristics Affecting Consumer Behavior Perception is the process by which people select, organize, and interpret information to form a meaningful picture of the world from three perceptual processes Selective attention Selective distortion Selective retention Psychological Factors Note to Instructor Discussion Question If you .

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