Consumer Behavior Essay Example | Topics and Well Written Essays - 1000 words - 4

Consumer Behavior - Essay ExampleKollner (2008) states that pauperization is a function of two things a) drive or arousal and b) goal-object. The drive is the want that results in appearance directed towards the goal. Kollner says that automatic arousal causes behavior without much thought, which is a likely result of learning. For small-ticket products, this type of motivation comes into play at the supermarket, the decision to purchase a particular brand of napkins for baby is very well-to-do and does not require much thought, except perhaps the very first time when the diapers choice was made. Conversely, for lavishly end, expensive products, the needs are different and solutions also require detailed analyses and information search, which is also called extensive problem solving.In a marketing context, motivation plays a very important role in understanding the consumer. When there is a want or need, the consumer feels conflict and unrest to appease that feeling he or she looks at various solutions. The marketer must be able to satisfy that feeling by making available the right solution (product or service), at the right time and through an handy channel. Once the marketer understands what drives the customer to act in a certain way, a lot of insights drop be added into the marketing process which will assist in making it more targeted and satisfactory to the consumer. For the diaper example discussed previously, a marketer must know that he need not provide additional information to the customer at the supermarket but make him buy the product by making it comfortably accessible (eye level rack) and offer him deals and savings (e.g. 10% extra).The process of learning involves assessing and acquiring new noesis and information about things and utilizing that information for future decisions and behaviors. Learning happens as a result of study as well as experience. This process does not have to be consciously done. Kardes, Cronley and Cline expla in