The application of consumer behaviour theory in the practice of Essay

The application of consumer behaviour theory in the practice of Marketing - Essay ExampleConsumer behaviour is an effective approach to analyse the finding reservation process of consumers personly and in groups. This concept gives stopicular focus to individual consumer characteristics including demographics and behavioural variables in score to identify consumers needs. This wallpaper allow discuss the application of consumer behaviour theories in the practice of marketing. For this purpose, the paper will consider two theories including Maslows hierarchy of needs and Noels consumer behaviour pattern. Maslows Hierarchy of demand Maslows hierarchy of needs is a psychological approach developed by Abraham Maslow in his paper A Theory of Human Motivation published in 1943. When human behaviour is influenced by culture, family background, and former(a) relationships, consumer behaviour is shaped by different needs. Maslows hierarchy of needs gives a basic good example to eval uate why a consumer makes a particular purchase decision. The visual representation of the Maslows type is given below. (Source Sorensen, n.d.) The Maslows model suggests that unmet need is the unsounded motivation for peoples every action. In addition, individuals try to meet their needs and desires in a particular hierarchy. According to the Maslows model, people should search to meet their most fundamental needs before they jackpot find solutions for their more sophisticated needs. In the profit above, most fundamental needs are portrayed at the bottom whereas the top part represents the need for self actualisation. Other layers reflect the need for certificate, tell apart and belonging, and esteem. Maslow collectively calls the basic four layers of the pyramid as deficiency needs. Here, psychological needs represent basic physical requirements (air, food, and water) necessary for the human survival. protective covering needs may include personal security, financial securi ty, health safety, security against unforeseen events like accidents (Koontz & Weihrich 2006). Likewise, the love and belonging needs represent relationships like friendship, intimacy, and family. The esteems needs indicate the human desire to feel respected. In the view of Maslow, self actualisation reflects the human desire to know what his full potential is and to achieve everything that he can (ibid). Referring to this model, psychological needs have the prime priority in an individuals life. If an individuals psychological needs are not met properly, he would de-prioritise all other needs and desires until these fundamental needs are met (ibid). For instance, breathing is more important for an individual to survive than financial security and friendship. If this exceedingly prioritised need is not met, the individuals physical condition will become worse and he will die eventually. In other words, an individual cannot try to satisfy needs like security and love and belonging u nless his most fundamental need (here breathing) is not met. Maslows hierarchy of needs can be used to explain consumer behaviour and hence it has greater applicability in the practice of marketing. This model is greatly assistable for venders to determine what kinds of marketing efforts have to be taken to promote various products and services. Maslow claims that consumer behaviour and decision making are driven by any of the five levels of need in the hierarchy. Therefore, a marketer