Buyer Behaviour Analysis - The Psychology of Buying Coursework

Buyer Behaviour Analysis - The Psychology of Buying - Coursework Example It is therefore important to understand 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 psychological factors; motivation, perception, learning and attitude could influence purchasing decision of luxury cars. A motive can be defined as the internal energizing force that directs individual’s activities towards achieving a goal or satisfying a need. Actions are however affected by several motives thus marketers’ ability to identify these motives forms the basis of developing a successful marketing mix. Motivation is the internal force that reorients our behaviour towards the decision making process and purchasing behaviour. According toYalch& Brand (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. Maslow’s hierarchy 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 Maslow’s 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 move 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 to appeal to one of five motivational

You are a health psychologist working in a smoking cessation Essay

You are a health psychologist working in a smoking cessation programme. You are asked to design a research project to promote non-smoking in a group of smokers - Essay Example ished by the National Statistics Online (UK, 2008) it is revealed that ‘in 2006, 68 per cent of smokers who were asked said they wanted to give up; nine in ten mentioned at least one health related reason for doing so’. In accordance with the above, the expansion of smoking as a common daily activity for millions of people cannot be doubted. In fact, smoking has been closely related with all aspects of daily life. For this reason, in the above survey it has been found that ‘in 2006, 59 per cent of smokers felt that it would be difficult to go without smoking for a whole day’ (National Statistics Online, UK, 2008). Although the above statistics refer to Britain, it has to be noticed that smoking is not related with a particular country. In a similar survey conducted in USA it was revealed that in the specific country ‘an estimated  25.9 million men (23.9 percent) and  20.7 million women (18.1 percent) are smokers’ (National Health Interview S urvey (NHIS),  2005, National Center for Health Statistics, in American Health Association, 2008). It is clear from the above statistics that smoking is a severe problem the expansion of which cannot be easily controlled. The specific problem has a series of consequences that are not limited to the damages of health but they can also take the form of the financial damage the person involved (cost of cigarettes – cost of treatment for diseases developed because of smoking). For the countries around the world, smoking has been proved to be a severe problem leading to a continuous increase of the cases handled by the hospitals and other medical treatment providers internationally. As an example, for England the cost of medical treatment provided to smokers has been proved to be extremely high. In a relevant survey it has been found that ‘in England, 364,000 patients are admitted to NHS hospitals each year due to diseases caused by smoking; this translates into 7,000 hosp ital admissions per week, or 1,000 day; for