Module Name Business and Management

Student ID Q1006107

Student Name Babandeep Singh

Date 22/05/2021

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 TASK – 1

What do you mean by motivation and perception? How it impacts the attitude
of a consumer towards a particular brand?

Motivation
Motivation is the procedure that initiates, guides, and continues goal-orientated behaviors. It is
what reasons you to act, whether or not it's far getting a pitcher of water to lessen thirst or
analyzing a book to advantage knowledge. Motivation includes the biological, emotional, social,
and cognitive forces that prompt behavior. (Kendra Cherry , 2020)
People frequently equate unmotivated humans with being lazy. Do you believe you studied that
is genuinely true? For instance, take into account Danny, a pupil that receives negative grades in
history. He’s now no longer inquisitive about his textbooks, doesn’t need to read. He’s intelligent,
sure, however he doesn’t do the analyzing had to get as or maybe. You would possibly say Danny
is unmotivated approximately analyzing or say that he’s lazy. But whilst the ultra-modern
comedian book in his favored collection comes out, he’s the primary in line to buy it, and he reads
it from cowl to cowl the primary hazard he receives after which multiple instances greater earlier
than he sooner or later places it down. He’s memorized lines, cautiously taken into consideration
the storyline, and messaged buddies speculating in which he thinks the storyline is probably
going.

Perception
Perception is the sensory enjoy of the sector. It includes each spotting environmental stimuli and moves
in reaction to those stimuli. Through the perceptual process, we benefit records approximately the
residences and factors of the surroundings which can be vital to our survival. Perception now no longer
simplest creates our enjoy of the sector round us; it lets in us to behave inside our surroundings.

The perceptual method is a series of steps that starts off evolved with the surroundings and ends
in our belief of a stimulus and movement in reaction to the stimulus. It happens continuously,
however you do now no longer spend a high-quality deal of time considering the real method
that happens whilst you understand the various stimuli that surround you at any given moment.
For example, the method of remodeling the mild that falls to your retinas into a real visible
picture takes place unconsciously and automatically. (Jennifer Levitas, 2014)

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Impact on Consumer Behavior
Motivation: The degree of motivation affects the shopping for conduct of the customers. It could
be very nicely defined via way of means of Maslow thru his want hierarchy idea comprising of
simple desires, protection desires, social desires, esteem desires and self-actualization desires.
Usually, the simple desires and the safety desires are greater urgent desires than the alternative
and hence, those desires emerge as a cause that directs the customer conduct to be looking for
satisfaction.
Perception: The customer notion toward a specific product and the logo additionally affects his
shopping for decision. The notion is the technique thru which the person selects, arrange and
interpret the records to attract a significant conclusion. Such as, Apple iPhone is perceived as a
top class logo and customers are influenced to shop for it to get related to the elite elegance of
the society.
Consumer behavior is that the study of how individual customers, groups or organizations select,
buy, use, and dispose ideas, goods, and services to satisfy their needs and needs . It refers to the
actions of the consumers within the marketplace and therefore the underlying motives for those
actions. Marketers expect that by understanding what causes the consumers to shop for
particular goods and services, they're going to be ready to determine—which products are
needed within the marketplace, which are obsolete, and the way best to present the products to
the consumers. ( Ruben Ugarte, 2020)
Consumer Behavior in a popular experience may be taken into consideration to be everything, as
every issue of our lives revolves across the intake of products and services. The field of client,
behavior covers a huge stretch of bases because it makes a specialty of the entire intake process,
regarding problems that affect a client before, after and at some point of a buy. Almost all
behaviors that humans take part in are in a single manner or every other connected to intake.
Whether it's travelling, shopping, or looking at television, People are immediately or in a
roundabout way conducting client behavior. It may be described because the approaches
worried whilst people select, buy and use services or products to fulfil their wishes and desires.
The marketers emphasize managing the perceptual processes, Viz. Selective Attention, Selective
Distortion, and Selective Retention. In selective attention, the marketer tries to realize the eye of
the customer towards his offerings. Different people have different perceptions about an
equivalent product counting on their individual beliefs and attitudes which produce to selective
distortion. Thus, the marketer should attempt to understand the attitudes and beliefs of people
and style the marketing campaigns to retain the consumers. (Wilson D'Souza,, 2010)
Learning: The individual’s learning depends on skills, knowledge, and intention. The talents are
developed through practice while the knowledge and intention are acquired with the experience.
There might be conditional learning or cognitive learning. In conditional learning, the buyer
derives learning from being conditioned to particular stimuli, i.e. when he's exposed to an

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identical situation, again and again, he develops a specific response towards it. While in cognitive
learning the individual applies all his knowledge, skill, attitudes, values, and beliefs to seek out
the answer of a drag and derive satisfaction out of it.
Attitudes and Beliefs: Individuals have certain beliefs and attitudes towards products on which
their purchase decisions rests. These attitudes and beliefs are the tendency to reply to a given
product during a particular way, and these structure the brand image that influences the buyer
buying behavior. Thus, the marketers attempt to understand the attitudes and beliefs of the
individuals and modify these through several marketing campaigns. Thus, these are a number of
the psychological factors that the marketer must take into consideration before undertaking the
strategic marketing decision.
In all consumers’ attitudes are the iconic evaluation they make approximately a product or
emblem or firm, primarily based totally on their private experiences. They are composed of
feelings, ideals, and movements. Further, they're influenced via way of means of the relative
significance of those feelings, ideals and movements and their sequence. Understanding this,
entrepreneurs can are trying to find to steer client attitudes to have an effect on their buy
decisions.

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 TASK – 2

What is the difference between a need, want and desire for a consumer? What
strategies do companies implement to influence the consumers for purchasing?
Needs, wants and demands are 3 important terms in marketing. No matter how similar they
might seem, there are more differences in these terms that you might think. There are many
layers within them and they play a vital role in arriving at segmenting the TG, targeting a
particular target group and most importantly defining a sharp positioning for a brand.

Needs
Needs are the basic human requirements like shelter, clothes, food, water, etc. which are
essential for human beings to survive. If we extend this further, other needs are education,
healthcare or even a social thing, for example, belonging to a certain society or self-expression.
One can say that the products which fall under the needs category of products do not require a
push. Instead the customer buys it themselves. But it’s actually not true. In today’s world with
thousands of brands competing in the same categories with identical offerings satisfying the
same needs, even the “needs category product” has to be pushed in the consumers’ mind.
Example of needs category products / sectors – Agriculture sector, Real Estate, Healthcare etc.
We all know about Maslow’s hierarchy of needs which categorizes needs into 5 levels starting
from physiological needs at the bottom and going up to self-actualization needs. But what’s
important as a marketer to know which level of need is your brand targeted to. Let’s look at some
of the examples of brands which are targeting different levels of needs (Prateek Vasisht, 2017)
1. Physiological Needs – Food companies (Nestle, Pepsi, and Coca Cola)
2. Safety Needs – Insurance companies (ICICI Prudential, Tata AIG, and HDFC Life)
3. Social Needs – Social networking sites (Facebook, Twitter, and Instagram)
4. Esteem Needs – Luxury brands (iPhone, Mercedes, Estee Lauder)
5. Self-actualization needs – Non-Profit organizations and NGOs.

In marketing, there is another way to categorize needs. There are basically five types of
consumers’ needs:
Stated Needs – As the name suggests, in this case, the consumer explicitly states what he wants.
For e.g. “I need a phone”.

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Real needs – This is more specific. So when the consumer wants a phone to remain connected
to his friends, family and colleagues, the actual need be a phone with high battery backup and
not high camera resolution.
Unstated needs – The consumer also expects warranty and other sorts of after sales service when
buying a phone which he might not say explicitly.
Delight needs – The consumer would like the phone manufacturer or the dealer to give him some
free gift or a promotional item (phone case, tempered glass, free SIM etc.), but he doesn’t clearly
express that he wants something with the phone.
Secret Needs – These are the needs which the consumer feels reluctant to admit; for example
the consumer wants the phone for his status symbol but he feels uncomfortable to admit that
status is important to him.
In the above example, responding to only stated need i.e., “I need a phone” doesn’t help in
arriving at a right product proposition. As a marketer, it is important to dig deeper and uncover
not only the real, but also his other needs: unstated need, delight need and secret needs.

Wants
"Wants" are a step ahead of needs Wants aren’t essential for humans to survive, but it’s
associated with needs Simply put, A want is a product desired by a customer that is not required
for us to survive. So, want is the complete opposite of need, which is essential for our survival.
Wants aren’t permanent and it regularly changes. As time passes, people and location change,
wants change accordingly.
Wants are directed by our surrounding towards reaching certain needs. Therefore, human’s
wants can be varied depending on each individual’s perception, environment, culture, and
society. For example, an Indian needs food but he may want a Dosa or Paratha while an American
may want Burger or Sandwich. Example of wants category products / sectors – Hospitality
industry, Electronics, FMCG, Consumer Durables etc.

Demands
Wants turn to be Demands when a customer is willing and having the ability to buy that needs
or wants. The basic difference between wants and demands is desire. A customer may desire
something but he may not be able to fulfill his desire. Consequently, for people, who can afford
a desirable product are transforming their wants into demands. In other words, if a customer is
willing and able to buy a need or a want, it means that they have a demand for that need or a
want. You might want a BMW for a car or an iPhone for a phone. But can you actually buy a BMW
or an IPhone? You can, provided you have the ability to buy them. (Hitesh Bhasin, 2017)

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Example of demands –Luxury cars, 5 star hotels etc.
Many people want a BMW, but only a few can buy one. So, it’s very crucial that one must measure
not only how many people want their product, but also how many are willing and have the ability
to buy it. So, it’s not only important to discover different consumer needs, but also to figure out
what consumer actually wants and how much is he able to pay i.e. how much demand can be
created for the product or service.
Lastly, let’s try to answer Can marketing create a need. I believe that marketers do not create
needs. They might promote some specific products or services, and make people want those
products or services for their needs. For example, Marketers might promote the idea that an
Insurance can satisfy a person’s need for safety; they do not create the need for safety.

Organizational Strategies

Identify Customer Expectations

Interview customers and understand, from their perspective, what they are expecting and what’s
driving it. This will help you to educate and prepare your sales reps to adapt to and address the
changing behaviors among their clients. But don’t just do this once — rather, create an ongoing
dialogue to keep your finger on the pulse of your customers and their demands. ( BY
RICHARDSON SALES PERFORMANCE, 2013)
Engage Prospects
Create conversations with aspirational customers, and explore what they value about the
relationships they have with your competitors. With the potential for just a little business, it will
benefit you to try to understand their ideal customer-vendor relationship and how you can best
present your value proposition to meet their needs.
Evaluate Processes and Metrics
Identify which process and metric changes are necessary for you to effectively monitor and
respond to changes in buyer behavior. A recent statistic indicates that the amount of face time
sales reps spend in front of customers today versus three years ago is approximately 40% less. If
your company is using the same processes as three years ago, you might question whether what
you are doing is adequate or if you are engaging your customers properly. (Peep Laja, 2019)
Mobilize Your Leader
Work with line leadership in a planning session to help them understand and address the
changing business environment. Lay out a timeline for behavior in the past, how you are
addressing the behavior now, and what you will be expected to change in the future.

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Look to the Future Now. Identify goals for the future and talent skills necessary to successfully
achieve those goals. Be willing to test trends, and be on the forefront rather than constantly
playing catch up and watching from behind. Take a proactive posture that promotes interacting
with clients and prospects to not only stay in touch but also anticipate future changes.

TASK – 3

If you are part of an ecommerce company who sells the product online in
multiple geographies, how will you use analytics to help increasing revenue?
Please make any assumptions about the size, type, geography, age etc. of this
company.
There are certain elements every ecommerce site should have to stay relevant and competitive.
Here are 15 must-have features to attract online shoppers. We’ve seen trends in ecommerce
website design like animation, 360-degree product previews, advanced filtering, and dynamic
product search. However, trends don’t guarantee conversion rates or robust user experiences.
There are certain elements that every ecommerce site should have to stay relevant and
competitive.

1. User-Friendly
Simplicity should be a goal in good design and you don’t have to sacrifice elegance to achieve it.
As a matter of fact, studies show that 76% of consumers say the most important characteristic of
a website is ease of use. The objective is to help shoppers get to what they want faster and
without running into unnecessary complexity that can clog up the path to purchase. Online sellers
have minutes, if not seconds, to make a sale. Focus on the user experience by providing shopping
categories, filters, and comparison capabilities.

2. Mobile-Friendly Website
Mobile shopping accounts for 50% of online transactions. With a responsive website, content
intuitively adapts to whatever device is accessing it to provide the most user-friendly experience.
Walmart increased mobile sales by 98% after optimizing its mobile site.

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3. Walmart-mobile
And Intelligentsia created a better purchase experience on mobile that led to a 16% increase in
mobile transactions. Creating a mobile-friendly experience for your shoppers will improve sales
and potentially your rankings.

4. High-Resolution Photos & Video

Gone are the days of posting one photo with a few bullet points and a price tag. Shoppers want
to see multiple angles and people using the product in different environments. They want to be
able to zoom in and get a feel for the product. Technical considerations for images are crucial.
Images that don’t load or take too long to load will see a consumer drop-off rate of 39%,
according to Adobe. And, we’re not talking about just professional photos. Vanity Planet found
that adding Instagram photos to their product pages increased checkouts by 24%.
Images sell, not text. Make sure you optimize for user experience metrics. Are you optimizing for
user experience? Enhancing site speed, content stability and interactivity can boost organic
rankings, brand awareness and sales. Ecommerce websites should display multiple photos per
product. The photos need to be high-resolution and optimized for page load.

6. User-Generated Reviews
Shoppers read reviews. About 95% of them, in fact. And 57% of consumers will only use a
business if it has 4 or more stars. You might think that having negative reviews is a sale killer. The
opposite is actually true. Having negative reviews can often be positive. It’s shown that products
without negative reviews are seen as censored and, in turn, shoppers will assume the positive
reviews are fake.

5. Special Offers
Most ecommerce sites are using special offers in their standard marketing practices via email,
social, text, etc. Next-level ecommerce sites take advantage of the prime real estate in the header
section to promote special offers. When shoppers realize they’re getting a special deal, it
motivates them to buy more and spend more time searching the site. If ecommerce sites are
using ongoing promotions,

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6. Wish Lists
Oh, how I love wish lists. One for fashion, one for books to read, one for holiday gift ideas. Shop,
save, and share! Ecommerce sites that aren’t using wish lists are leaving revenue on the virtual
desktop table. What’s better than having customers bookmark items they want and will most
likely buy in the future? That’s just gold in the pocket. And a remarketing campaign dream.

7. Find-in-Store
Not all ecommerce sites have brick-and-mortar stores. However, those that do must have a find-
in-store feature. Sometimes you don’t want to wait for an item to ship. You want instant
gratification. Shoppers are going online just to research and then complete the purchase in
person. This is especially true for millennials, as they tend to research online before purchasing
in a store. This makes it incredibly helpful to see which local stores have products in stock.

8. Related Items
Simply seeing the phrase, “you might like this” causes a serotonin release signaling curiosity and
excitement. A ‘Related Items’ feature on an ecommerce site creates the desirable stickiness
effect that so many marketers strive to achieve.

9. Frequently Asked Questions (FAQ)

Complex purchases require confidence with a seller and detailed information when buying
products online versus face-to-face. Fine Watch Bank (disclosure: they were a client) sells
expertly crafted high-end watches. The company’s buyers need confirmation of watch
authenticity and detailed product information to feel comfortable when making a purchase. An
additional information section details frequently asked information, which establishes credibility
and builds confidence with the buyer.

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References
BY RICHARDSON SALES PERFORMANCE, 2013. BY RICHARDSON SALES PERFORMANCE. [Online]
Available at: https://www.richardson.com/blog/strategies-for-changing-customer-behaviors/
[Accessed May 2021].

Ruben Ugarte, 2020. Ruben Ugarte. [Online]

Available at: https://rubenugarte.com/factors-influencing-consumer-behaviour/
[Accessed May 2021].

Hitesh Bhasin, 2017. Marketing 91. [Online]

Available at: https://www.marketing91.com/needs-wants-and-demands/
[Accessed may 2021].

Jennifer Levitas, 2014. Study.com. [Online]

Available at: https://study.com/academy/lesson/what-is-perception-in-psychology-definition-theory-
quiz-video.html
[Accessed May 2021].

Kendra Cherry , 2020. Very Well Mind. [Online]

Available at: https://www.verywellmind.com/what-is-motivation-
2795378#:~:text=Motivation%20is%20the%20process%20that,cognitive%20forces%20that%20activate
%20behavior.
[Accessed May 2021].

Peep Laja, 2019. CXL Optimization Company. [Online]

Available at: https://cxl.com/blog/9-things-to-know-about-influencing-purchasing-decisions/
[Accessed May 2021].

Prateek Vasisht, 2017. Medium. [Online]

Available at: https://medium.com/indian-thoughts/wants-vs-needs-understanding-ourselves-better-
96a2c35fbc23
[Accessed May 2021].

Wilson D'Souza,, 2010. Consumer Behavior. [Online]

Available at: http://consumerbehaviour4vtu.blogspot.com/2009/03/motivation.html
[Accessed May 2021].

Babandeep Singh
22/05/2021

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