Report in Consumer Behaviour - Essay Example

INTRODUCTION All over the United Kingdom there are various events that promote the music industry. Amongst these numerous events the Glastonbury Festival stands out as the oldest and the largest green field music and performing arts festival not only in the UK but also in the world (Gig-Events Guide UK, 2009). The Festival site is divided into different socio-geographic regions. There are numerous music stages, dance stages, there is a cinema tent, a theatre and a circus. So it is nothing like the conventional musical performances and concerts.

Going to Glastonbury is an experience; it is like stepping into a city of tents and hip hop music (Glastonbury Festivals, 2009). But coming to the festival is not an easy task it involves a decision, fair bit of travel, standing in long queues and the determination to stay in a city of music and music loving people. MOTIVATIONMotivation plays a pivotal role and getting people to the festival (Motivation, Mood and Involvement, n.d). People have different acquired needs and in order to fulfil these needs they perform different actions.

When a need is unfulfilled it creates tension and the drive towards the goal. Similarly, in our case, people who are fond of music have many unfulfilled needs such as somebody wanted to be a singer but could not likewise someone else might want to become a guitarist but cannot due to different reasons. Furthermore, others may have a need to listen to quality music, attend a concert, see a live performance and feel the excitement of dancing to music with thousands of other music lovers. Therefore, when these needs are not fulfilled people turn to social events such as the Glastonbury festival, to feel better, even if their ultimate goal cannot be reached.

They will substitute their ultimate goal with a new goal and hence will feel relieved by accomplishing the newly set goal. As a result, a positive motivation is created towards the goal, i.e. the festival. Similarly, some people may have emotional motives to attend the festival yet others may be pulled towards it due environmental arousal (Schiffman & Kanuk, 2004). This can be explained using the Maslow’s hierarchy of needs, people have ego and social needs to cater to (Maslow, 1943). Attending the world’s biggest performing arts and music festival may fulfil the ego needs of some die hard music fans.

Likewise, others may end up coming to the festival because of their social needs, such as peer pressure and affection (Maslow’s Hierarchy, 2009).On the other hand, when the needs of people are not fulfilled they tend to get frustrated and then adhere to defence mechanism in order to protect their ego and self respect. There are numerous ways in which people express their frustration; the most common ones’ are aggression, regression, autism and projection (Ajzen & Fishbein, 1980). Hence, people find ways to either reason why they could not achieve their goals or they try to blame others for their failure.

Thus, negative motivation occurs and the drive that propels an individual towards the goal is eliminated (Positive and Negative Motivation, 2007). It happens to a lot of people, for example, people who try to become famous musicians but failed, ones’ who tried to master the art of playing a musical instrument but could not due to any reason and there may be several others. The only thing common in between them is that their goal was not fulfilled and it led to negative motivation. CONCLUSIONIn conclusion, it is evident that motivation plays an important role in guiding a person to achieve his goals and the attitude is strengthened or weakened by the outcome of the goal (Chaudhuri, 2009).

If there is a favourable outcome then the behaviour will be strengthened while the vice versa is also true. Therefore, in the music industry people who attend festivals, concerts and other performances are motivated in one way or another. They do so in order to fulfil their personal needs of affiliation, power and self actualization (McClelland Theory of Needs, 2007). REFRENCES (2009). Glastonbury Festivals. What is Glastonbury? [Internet]. Available from < http://www.glastonburyfestivals.co.

uk/information/what-is-glastonbury/> [4 March 2010]Sciffman, L. G. & Kanuk, L. L. (2004). Consumer Behavior 8th Edition. China: Pearson Prentice Hall.Chaudhuri, A (2006). Emotion and Reason in Consumer Behavior, Pg 39 [Internet]. Available from < http://www.sciencedirect.com/science?_ob=ArticleURL&_udi=B8NNY-4X4SDYJ-9&_rdoc=7&_hierId=283983000001&_refWorkId=54149&_orig=na&_docanchor=&_idxType=TC&view=c&_ct=15&_acct=C000050221&_version=1&_urlVersion=0&_userid=10&_pii=B9780750679763500075&_isbn=9780750679763&md5=c70a249a13b6b028615691a3139fd57d#PDFExcerpt> [4 March 2010]Maslow, A (1943) Motivation Theory.

Motivation Theories at Learning Theories. [Internet]. Available from [4 March 2010](2009) Maslow’s Hierarchy. Maslow’s Hierarchy. [Internet]. Available from [4 March 2010](2010) Gig-Events Guide UK. [Internet]. Available from [4 March 2010]Ajzen, I. & Fishbein, M. (1980). Understanding attitudes and predicting social behavior.Englewood Cliffs, NJ: Prentice-Hall, Inc. [4 March 2010](n.d) Motivation, Mood and Involvement. [Internet]. Available from [4 March 2010](2007) Positive and Negative Motivation.

[Internet]. Available from [4 March 2010](2007). McClelland Theory of Needs. [Internet]. Available from [4 March 2010]