Determining Consumer Behavior - Essay Example

Consumer Behavior The aspect of motivation plays a major role in determining consumer behavior. Analysts and researchersargue that the instincts and needs of individuals have to be manipulated in such a way that they are inclined towards convincing individuals to making purchases. This is an interpretation of the fact that purchases can not only be manipulated, but also predicted by psychologists. Behaviors are, therefore, inborn and can be manipulated to assess if the individuals will behave in any way. Among such aspects that can be influenced to assess behavior are inclusive of arousal feelings that emanate from within the individual and can be directed towards making purchases by the consumers. In light to this argument, the essay shall endeavor to highlight the motivation behind making purchases of tea and champagne, and, caviars and beef burgers by the consumers. One of the motivational models that describe consumer behavior is the equity model. According to the equity model, consumers tend to purchase products that are equivalent to the value of their money. In this case an employee pays a huge amount of money; in return, they expect that the goods they get are of high quality (Kirenz, pp.21). Consumers may end up purchasing caviars so as to get good value for their money, not necessarily for taste. This is due to the fact that there exists cheaper versions of caviars as well as ‘almost equivalents’ of the original. From this fact, consumers are much more concerned with the need to acquire the best caviars. As Kirenz (pp.21), indicates, the equity model is much more concerned with having the best among other products that might be of equivalent to that specific product. The example of caviar can be attributed to some confines of consumption; that is, a quality product from the seller. Need achievement is yet another motivation model that determines consumer behavior (Jansson-Boyd, .pp.115). This model works on the basis that consumers purchase goods so as to get to self actualization. This can be compared to Maslow’s hierarchy of needs on self actualization of needs. However, need achievement, according to Moonj (pp.138), allows for a chance that may lead to the consumer not getting the exact satisfaction that they may need. In essence, the need achievement model refers to a situation whereby the expectations of the consumer drive them towards making a purchase. This model may be applicable in the purchases of beef burgers by the consumers. After consumption of beef burgers, the consumers expect that they will manage to quench their hunger for food, but on the other hand, the consumers may not pleased with the burgers, a fact that explains that the consumers may not quench their need for food or appetite for burgers. An analysis of the consumer behaviors in terms of purchases regarding the beef burgers, the Herzberg theory of motivation has a great correlation with the behavior. The avoidance aspect of the Herzberg theory is related to the chances that the consumers may not be satisfied with beef burgers while; the approach aspect refers to a situation whereby, there is a great likelihood that the consumer may attain self actualization after consumption of the beef burgers. Consumer behaviors are motivated by the expectancy value model. According to Macinnis & Hoyer (pp.128), the expectancy value model relates to the desirability aspect of products by the consumer, and the expectations of the consumers as compared to the alternatives of the product. The expectancy value model also operates under the basics of the outcomes that the consumers expect from the product. This refers to the attitudes of the consumer on the particular product as well as the dilemmas that come along with the consumption of the product. This model works for purchases on tea, a product that if many consumers would have the funds, would go for coffee. This justifies the fact that this theory works with questions. On one hand, the consumers may be in a fix in terms of the price of tea and coffee. If the consumers cannot afford coffee, a greater percentage of them will result to purchasing tea as an alternative. On the other hand, other consumers will purchase tea for the reason that; they achieve satisfaction from consumption of the product, unlike in any other product. Tea evokes an aspect of satisfaction in the product, an aspect that explains why some consumers end up purchasing tea. The expectancy value model, therefore, acts on the grounds that motivation is driven by finding alternatives to a particular product, and the desirability of an individual on a particular product (Kardes, et al., pp.6). Purchase of champagne would be motivated by the need by the consumer to be associated with a specific class of people. Most clients of champagne are concerned with their class, luxurious aspect of the product as well as what comes along with the brand of the product. Not any other alternative, for instance beer would match the quality of champagne. In the case of consumers having the need to maintain their class, they will endeavor to strive to sustain their class by purchasing high class products to match their status. Analysts and researchers argue that consumers are likely to give up anything so as to maintain their class and status. It is at this moment in their lives that they attain self actualization. This concurs to Maslow’s theory of motivation that explains that, individuals can only be comfortable if their goals and objectives in life are attained (Koontz & Weihrich, pp.291). Conclusively, motivational models play an imperative role in determining the consumer purchase behaviors. These motivational models revolve around issues of class, financial ability, desirability of the product, and the alternatives that are existent in the market. This essay has endeavored to relate motivational theories with purchases on various products in the market, and the implications that come along with making choices by the consumers. It is justified to argue that motivational models have a great impact in determining the reasons behind making purchases by the consumers. Works cited Jansson-Boyd, Catherine. Consumer Psychology. New York: McGraw-Hill International, 2010. Print. Kardes, et al. Consumer Behavior. London: Cengage Learning, 2010. Print. Kirenz, Jan. Linking Consumer Mindset Metrics to Consumer Behavior and Capital Market Valuation. New York: BoD – Books on Demand, 2010. Print. Koontz, Harold. & Weihrich, Heinz. Essentials Of Management. New York: McGraw-Hill International, 2006. Print. Macinnis, Deborah. & Hoyer, Wayne. Consumer Behavior. London: Cengage Learning, 2009. Print. Moonj, Marieke. Consumer behavior and culture: consequences for global marketing and advertising. London: Sage Publications, 2004. Print. Read More