Buyer Behaviour Analysis - The Psychology of Buying Coursework

Buyer Behaviour Analysis - The Psychology of Buying - Coursework ExampleIt is therefore important to get a line how they arrive at a decision to purchase in order for a marketer to build an offering that would attract them. This paper focuses on how mental factors motivation, perception, learning and attitude could influence purchasing decision of luxury cars.A motive can be defined as the internal energizing posture that directs individuals activities towards achieving a goal or satisfying a need. Actions atomic number 18 however affected by several motives thus marketers aptitude to set these motives forms the basis of developing a successful marketing mix. Motivation is the internal force that reorients our demeanour towards the decision making process and purchasing behaviour. According toYalch& patsy (1996, p.406), once an individual recognizes that they have a need, there is normal a state of tension existing that drives the consumer to achieving the goal by eliminating the need and reducing the tension. In this regard, it is important to note that only unmet needs motivates an individual and once they are eliminated there could only be another motivation emanating from another need.Maslows power structure of needs identifies five levels of needs that are likely to determine the level of hierarchy the consumers are and determine what motivates their purchases. According to Maslows hierarchy of needs, purchasing behaviour is mainly driven by the lowest need that has not been met by a buyer. The five primary areas of needs identified by Maslow model are physiological, safety and security, love and belongingness, self esteem and finally self actualization. This model postulates that as the needs of consumers are met in the first level say physiological, they sham towards the next and so on (Lester, 2013 p.15). In this model, consumer buyer decisions are motivated by one of the 5 needs level in their hierarchy. In this regard, ability of a marketer t o appeal to one of five motivational