Alyssa Shenk
Professor Bechkoff
Bus 134A Sec 80
14 January 2015
Utilitarian Motivation Utilitarian consumer motivation can be described as a push to do and purchase things based on its utility and functionality (Dhar & Wertenbroch, 2000). Utilitarian motivation usually leads to purchases such as refrigerators, air conditioners, and strollers rather than designer handbags and diamond earrings (hedonic motivated purchases). Items purchased with utilitarian motivation serve a purpose and solve problems rather than satiating a need for “fun, pleasure, and excitement” (2000). VS. The image above is one that many men struggle with in their head when they are looking to buy a car and have a family. The minivan that can seat up to 8 people usually trumps the much sexier mustang or sports car that many men grow to lust over. This example illustrates how male consumers make a choice based on utilitarian motivation. Even if a man has one child it is very difficult to put a car seat in a vehicle with only two doors. Also, the chances of his family growing or being involved in his child’s future high school sports career may influence his decision to purchase a vehicle with much more room. Therefore, since he will be able to accomplish more things with the minivan, he is more likely to put off the sports car until his “mid-life crisis” stage of life. Purchasing things with utilitarian motivation can benefit consumers in several ways. Utilitarian motivated purchases help “maintain behavior” and solve problems (Babin & Harris, 2013). Therefore, they are beneficial to consumers when essential things need to be purchased. When people run out of things like deodorant and milk, they usually replace them on their next shopping trip. If utilitarian motivation didn’t play a role in the lives of consumers there is a chance that these purchases wouldn’t be made. Consumers would perhaps only make purchasing decisions that brought joy or pleasure to their lives (hedonic motivators) and refrigerators or toothpaste may not exactly be the most emotionally gratifying products on the market. Utilitarian motivators are also beneficial because unless someone is a millionaire, purchases need to be made based on functionality and utility rather than appeal. Therefore, financially it can be beneficial to not buy the prettiest things but the most useful for one’s specific needs. Utilitarian motivations aren’t always the most beneficial consumer motivators. They can also hurt consumers when looking for items to buy that need to be a little more gratifying. For example, when looking for a birthday gift for young child a consumer may be inclined to purchase a more practical item like a gift card so that the child may buy whatever they want. However, in this instance, something more fun and personal would be appropriate, like a Hot Wheels racetrack set or doll house. A gift card may come off as impersonal, last minute, and cheap even though it was purchased on the basis
Class # 3 Agenda: Chapter 5 (Consumer Behavior) Chapter 6 (Business Buyer Behavior) Dr. Rebecca Reczek Autumn 2014 What is Consumer Behavior? • Consumer buyer behavior: the buying behavior of final consumers, individuals and households, who buy goods and services for personal consumption Model of Consumer Behavior Characteristics Affecting Consumer Behavior Factors Influencing Consumer Behavior Characteristics Affecting Consumer Behavior: Culture • What is culture? LEARNED set of meanings…
Consumer Behavior Understanding how consumers, feel, think, reason, and choose between different brands or products is an important factor for any company to be aware of when trying to gain market share. When you purchase a service or a good you are a consumer. Consumers have attitudes, thoughts, believes, habits, and reason behind every product or service purchased. The consumers’ behavior is important to be aware study so you can gear your product or service to what they are will buy…
so that consumers are truly intrigued in their company is setting high goals as a company so that consumers notice them in a way that keeps Johnson and Johnson at the top of their game. The way that john and Johnson keeps close with all of their consumers is relating with them as much as possible so that they can build a relationship with their customers and the same reasons why people want to work at Johnson and Johnson. By keeping in top ranks of all types of categories shows consumers how much…
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extent to which the consumer is uncertain about the consequences of an action Inconsistency with attitudes: extent to which new info is consistent with previously acquired knowledge or attitudes MASLOW’S HIERARCHY OF NEEDS GOALS A goal is a particular end state (outcome) that we would like to achieve (concrete or abstract) CONCRETE: specific to a given behaviour or action & determined by situation ABSTRACT: e.g. to be a good student Promotion focused: consumer motivated to achieve…
Marketing and Consumer Behaviour –MEMBERSHIP # ?????? Marketing and Consumer Behaviour I confirm that in forwarding this assessment for marking, I understand and have applied the CIM policies relating to word count, plagiarism and collusion for all tasks. This assignment/ project is the result of my own independent work/investigation except where otherwise stated. Other sources are acknowledged in the body of the text and/or a bibliography is appended. The work that I have submitted has…
South American and Latin-American region. With a population of just over 40 million people, the Spanish speaking country has multiple aspects of consumer behavior that influence the way that people spend. Marketing in Argentina is communicated in ways very similar to the United States. Radio and television are large factors in how marketers reach consumers in Argentina. There are 170 AM radio stations and 2000 FM radio stations in Argentina with about twelve million radio sets in use and 46 television…
these newly acquired female fans. In the following pages we will introduce the events that led to this possible rift, explain how that translates into a marketing problem for the NFL brand, identify specific consumer behavior issues that are related to the marketing problem, analyze consumer behavior that we have observed in our research, and make recommendations for fixing this marketing problem. Recently, the NFL’s brand image has been damaged by the unfortunate decisions of a few high-profile players…
different items, how much he spends for these items and if he’s price conscious, if the prices affects his purchasing decisions, and lastly why he makes the purchases. A consumer’s buying behavior is influenced by four major factors; cultural, social, personal, and psychological factors. These factors cause consumers to develop product and brand preferences. Although many of these factors cannot be directly controlled by marketers, understanding of their impact is essential as marketing mix strategies…