3 O.D.M Computer & Mgt. Education
Thus above mentioned are the stages through which a consumer goes through before decidingupon which product to buy. The duration and the sequence of stages may differ from consumer toconsumer and from products to product.The study of the above mentioned process of consumer behaviour helps the marketer in choosing aright appeal to influence a customer.
The study of consumer behaviour entails the hierarchy of needs as discussed by A.H.Maslow. This model of need divides the needs of an individual in various levels. Depending uponwhich level of need is more dominating at a given point of time, the marketer can design thepromotional campaign accordingly.
The physiological needs are the first and the most basic level of human needs. These needswhich are required to sustain biological life, include food, water, air, shelter, clothing, sex etc. themarketers may appeal to the physiological needs of a customer by:-Promoting physical healthAppealing to taste buds etc.
b)Safety & Security Needs:-
These are the second level of needs which arise in a customer and may be tapped by amarketer. These needs are concerned with physical safety, order, stability, routine, familiarly andcontrol over ones life and environment. For example:-Insurance policiesSavings accountsEducation &Vocational training etc. are some products which generally use the appeals to the safety & securityneeds of a cunsumer.
These are the needs for love, warmth, affection, belongingness and acceptance. Peopleseek warm and satisfying human relationships with other people and are motivated by love for their families and friend.Toothpaste, Deodorants etc.Are some products, which appeal to the social need of the customer.
Inward-Self acceptanceSelf esteem SuccessIndependenceLogistic orientationOutward-Prestige reputationStatus & recognitionsThese needs presume the desire to show off one’s success and achievement through materialpossessions eg. Car, Suiting & Shirting’s, Jewellary etc.