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Assignment: Consumer Behavior (A need becomes a motive when it is aroused to a

Our buying behavior is affected by a number of psychological elements. One of these

elements is motivation. Motivation acts as a driving force that induces us to take action to fulfill
our needs. It becomes one of the internal components impacting our behavior as a consumer
(Hawkins & Mothersbaugh, 2010).
 
From the marketing perspective, the statement “a need becomes a motive when it is
aroused to a sufficient level of intensity to drive us to act” (Kotler, 2002) means that the
motivation drives us to develop a purchasing attitude as a consumer. It functions at a
subconscious level and is often difficult to gauge. A need is our desire for a product or service.
We all have plenty of needs at any specified time. Some needs are biogenic, such as
inconvenience, hunger, thirst, and so on. Other needs are psychogenic such as the need for
recognition, honor, or belonging (Kendra Cherry, 2020).

An example of a real-life situation would be:

In accelerating the process of change in the agriculture sector of Afghanistan and the
prospects of our farmers to produce surplus and added values crops, I co-founded an agriculture-
based service company (NAASC) in late 2014 in Balkh province, Afghanistan, with a
commitment to improving the economy and livelihood of the communities especially women and
farmers (The process of change in the agriculture sector was the motivating factor to establish
the company in order to contribute to the needs of the farmers).

It was one of my ultimate motivations to bring a clear vision for the sector's immediate
and future development at the national level. With this intensity, we have expanded our services
to other parts of the county to create a platform for the subsistence farmers that are responsive
and supportive of their needs. Thus, we were able to expand our company branch offices in three
regional provinces.
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References

Hawkins, D & Mothersbaugh, D 2010. Consumer Behaviour. Building Marketing Strategy.

Eleventh Edition. McGraw Hill Irwin.

Kotler, P. (2002). Marketing Management, Millenium Edition, Prentice-Hall, Inc., New

Jersey,Tenth Edition,p. 95.

Kendra Cherry. (2020, September 17). How different types of needs might influence your

personality. Verywell Mind. https://www.verywellmind.com/murrays-theory-of-

psychogenic-needs-2795952