Professional Documents
Culture Documents
a. Biological and Physiological needs - air, food, drink, shelter, warmth, sex,
sleep.
b. Safety needs - protection from elements, security, order, law, stability,
freedom from fear.
c. Love and belongingness needs - friendship, intimacy, affection and love, from work group, family, friends, romantic relationships.
d. Esteem needs - achievement, mastery, independence, status, dominance,
prestige, self-respect, respect from others.
e. Self-Actualization needs - realizing personal potential, self-fulfillment, seeking
personal growth and peak experiences.
Reference: http://www.simplypsychology.org/maslow.html
4. Explain what is motivation? What kind of motivation does shopper have
and and how does motivation affect shopper behavior?
A motive is an impulse that causes a person to act. Motivation is an internal process
that makes a person move toward a goal. Motivation, like intelligence, cant be
directly observed. Instead, motivation can only be inferred by noting a persons
behavior.
There are two kinds of motivation shopper have which are current dissatisfaction
and future promise.
a. Current dissatisfaction
Every purchase decision (every decision, no exceptions) begins with a buyer's
current dissatisfaction. Feeling dissatisfied with something
automatically makes a person a buyer. As soon as that dissatisfaction sets in,
buyers begin looking for a way to right the wrong. As a sales person, it
becomes your job to discover that "wrong" and lead buyers toward the new
"right." Current dissatisfaction serves as the primary motivating factor. The
greater the dissatisfaction, the higher the urgency.
b. Future promise
With a well-defined idea of what is wrong in your buyer's world, focus next on
what right looks like. Future promise is the mental picture buyers carry
around in their heads that helps to move them forward.
Reference:
http://www.sparknotes.com/psychology/psych101/motivation/section1.rhtml
https://www.entrepreneur.com/article/237192