Consumer Behavior for Energy Saving Cars - Essay Example

? Marketing Table of Contents Introduction 3 Explanation of four subtopics 3 Relevance of subtopics to marketing in the electric car sector 5 Conclusion 7 Reference 9 Introduction It is essential for marketers to study the consumer behaviour of employees. The project seeks to study the motivational aspect of consumers in the context of launching battery operated car in the market that saves on energy and pollution. In the perspective of studying the driving force of consumers to purchase the product, it studies the four components of motivation in consumer behaviour, such as substitute goals, defence mechanism, needs and types of motives. Explanation of four subtopics Substitute goals are generated when an individual is not able to attain a particular goal which he anticipates to satisfy her needs. It is not necessarily the primary goal of the individual and can be adequate to avoid uncomfortable tension which can arise out of the absence of the primary goal. Deprivation of the primary goal generally results in the attainment of primary goal status of the substitute goal. This can be regarded as a defence mechanism for individuals in order to protect their ego. For example, an individual who cannot afford a very high priced and luxurious car may actually find contentment and satisfaction with less expensive car and consider its image as the one he clearly prefers (Schiffman, 1988, p.97). Defence mechanism is regarded as the way in which individuals cope with frustrations or a frustrating situation in order to protect their self esteem or self image. This can be explained by an example. When an individual cannot afford apparel that she craves for, she can satisfy her craving by a number of different ways. She might opt for less expensive apparel or she can also react to situation by showing anger and frustration towards her boss who does not provide her with the money she would like to have for buying the dress. The other alternative is that she could persuade herself to understand that that the dress does not look as good as it should be as per its price. The two cases can be regarded as aggression and rationalization respectively. These two are the defence mechanism which people adopt in order to protect their own ego from the feeling of failure when they are unable to accomplish their goals. The types of defence mechanisms that individuals undertake are numerous and far from being exhaustive. This is because of the fact that individuals generally develop their own ways of fighting frustrating situations to protect their self esteem arising from apprehensions and anxieties that result from the experience of failures. It is essential for marketers to consider these facts during constructing advertisements and selecting advertising appeals. In this marketers can emphasize on the product in which they portray an individual resolving a specific frustrating situation by the use of the advertised product. Needs are considered one of the most crucial essence of marketing concepts. Marketers do not generally create the need in individuals but rather make consumers aware of the needs. Needs and goals constantly keep changing in response to the changing environment, physical conditions, and interactions with people around and experiences. With the attainment of a goal, consumers strive to attain a new goal and consequently develop new needs. In case they are unable to attain a particular goal they keep striving for old goals or develop substitute goals. It is crucial for marketers to identify the people’s needs while producing a product. Additionally, when they launch a particular product marketers also have the important responsibility of generating awareness among the consumers about their need for the product (Prakashan, 2006, p.7.4). Types of motives of individuals, is an associated concept which marketers must understand along with needs. Motivation is the driving force within individuals which impels them to take a particular course of action. Many of the needs of individuals can remain dormant most of the time. However, the arousal or awakening of needs of individuals can be caused because of the internal stimuli existing in the external environment of the concerned person. The importance of the concept for marketers is to understand that which arouses the motives of individuals or consumers. Relevance of subtopics to marketing in the electric car sector Substitute goals accounts for an important aspect in the context of marketing. In the case of marketing of electric cars, it is important to note these cars are highly technology driven and apply the use of advanced and highly sophisticated technologies. Consequently they are also priced high in the market. Even though it comes at very high prices it is comparatively less popular with the masses who are more attracted towards other high priced luxurious cars. However, the concept of substitute goals can be applied for marketing of such a product. For those consumers who would like to have a possession of a highly branded car with an excellent design, however cannot afford them can be well satisfied with the possession of such a car which provides other value like fuel efficiency and is battery operated. They could be satisfied with the fact that they were contributing towards society in terms of saving energy and pollution. Thus the deprivation of primary goal, which is to own a luxury branded is taken over by the accomplishment of the substitute goal which is to own a car which is saves fuel and minimizes pollution (Business Today, 2012). Defence mechanism is considered as an important concept by marketers. This refers to the idea of studying and utilizing the emotions of consumers and the way take up different mechanisms for satisfying their craving for a product which they cannot afford. By studying the various reactions of consumers marketers can design and put forth their products or services in front of the consumers. In order to enhance the arsenal of weapons for executives while battling with competitors it is essential for marketers for study the emotions of consumers and then attempt to generate the right advertisements, merchandising and selling strategies. In the case of the electric car sector, marketers can focus on the emotional aspect of consumers by portraying the utility of the car as a fuel costs saver and that which causes minimum harm to the environment. This was they could win on the emotional appeal of the car for those would not afford to own very high quality and branded cars in the market. Needs are regarded as being the essence of marketing. Marketers play the important role of making consumers aware of their needs and requirements. The understanding of needs is important for marketers as they are required to know exactly how they could make their products important to the consumers in their daily lives and become as essential component of their household, businesses etc. For example, in the case of the electric cars, marketers can generate awareness of the need of consumers as citizen for possessing a car which is economical in terms of fuel costs since the cost of fuel in the country are increasingly on the rise. Marketers can hit on the personal experiences of consumers as to how the increasing fuel costs are emerging as an unbearable load on their daily consumption whose consumption must be curtailed as much as possible. Arousal of this need in the minds of consumers would then drive them towards purchasing electric cars instead of fuel driven cars with the intension of bringing down fuel expenses and maintaining the normal standards of expenses in the households. Studying the types of motives of consumers are important components of consumer buying behaviours. Marketers needs to have the knowledge of motivation techniques and practices which they can then employ on consumers in order to increase their product sale. For example, in the case of the electric cars, marketers can motivate consumers by demonstrating the fact that not only use of this car would be economical but would also allow them to spend the saved costs on other items. In this case, purchase of a car would be monitored by the rational motives of consumers in which an individual engages himself in extensive thinking before buying a product. The company must hit on the rational buying motive of the consumers and then put forward their advertising strategies based on this rational motive. Conclusion The project reveals the importance of some of the aspects of consumers’ behaviour for marketers, such as the importance of substitute goals, defence mechanisms used by consumers, the needs and requirements of consumers and the various motives which influence their buying behaviours. Awareness of these concepts can help marketers attract consumers towards their product rather than a different product. For example, they can generate the needs in the minds of consumers by explaining how the consumption of a particular product would help their regular activities. Other aspects can be highlighted, such as the economical aspect associated with the product which would help to curtail their expenses and maintain consistency in their living standards. In the case of the electric car producer which operates on battery, marketers can emphasize on the need of customers to possess a fuel efficient car and generate their awareness of consumers as being responsible citizens and how their purchase behaviour can minimise damage of the external environment by using the company’s product. Reference Schiffman L. G. (1988). Consumer Behavior. Pearson Education India. Prakashan, N. (2006). Retail & Distribution Management. Nirali Prakashan. Business Today. (2012). Auto Expo 2012: Hybrid and electric cars in vogue. [Online]. Available at: http://businesstoday.intoday.in/story/auto-expo-2012-hybrid-and-electric-cars-in-vogue/1/21531.html. [Accessed on June 22, 2012]. Read More