Name: Sania Mushtaq ASSIGNMENT 2020-bba-016

Subject: Marketing

“Consumer Markets and Buyer Behavior”

Discussion Topic: How (Freud’s, Maslow’s hierarchy and Herzberg two factor theories) these theories
effect the components of consumer behavior

Freud’s Theory
This motivation theory posits that unconscious psychological force’s, such as
hidden desires and motives, shape an individual’s behavior, like their purchasing pattern.

 Apply to consumer behavior

 It highlights the consumer’s ability to identify his or her motivation when choosing a
product.
 It eliminates the connection between product symbolism and motivation.
 It suggests the people can verbalize their latent desires.

 Example

The Freudian motivation theory explains the sales process in terms of consumer fulfilling
conscious, functional needs, such as blinds to cover a window, as well as unconscious neends,
such as the fear of being seen naked by those outside. A sales person trying to get a consumer to
purchased furniture, for example, may ask if this is the first home that consumer has lived in on
their own. If the consumer indicates yes, this may prompt the salesperson to mention how the
furniture is warm or comfortable, triggering a feeling of safety.

Maslow’s Hierarchy of needs theory

Maslow’s hierarchy of needs is a theory of motivation which
states that five categories of human needs dictate on individual needs, safety needs, esteem
needs and self actualization needs.
Customers generally focus on the needs at the bottom of the
hierarchy first. When those lower-level needs have been met, their focus shifts to the need in the
next higher tier. The hierarchy is a representation of how customers think and evaluate their
experiences with a company, product, or service.
  Apply to consumer behavior

 It helps to understand what

people need-and how peoples
need differ
 A person tries to satisfy the
most important need first.
When that need is satisfied it
will stop being motivator and
the person will then try to
satisfy the next most important need

Example

 If a lower need is not met, then the higher once will be ignored. For example starving people
(physiological need) will not take an interest in the latest happening in the art world (self
actualization) need nor in how they are seen or esteemed by others (social or esteem needs) nor
even in whether they are breathing clean air (safety needs) .But as such important need is
satisfied the next most important need will come into play

 If employees lack job security and are worried that they will be fired, they will be far more
concerned about financial well-being and meeting lower needs such as paying rent, bills, etc.

Herzberg’s two factors theory

 Motivating Factors: The presence of motivator’s causes employs to work harder. They
are found within the actual job itself.

 Hygiene Factors. The absence of hygiene factors will cause employees to work
less hard.

 Apply to consumer behavior

With the help of example we understand the consumer behavior like how this theory
effect on consumer behavior.
 Example

Customer service is a fantastic example. Unique insight can be gained by

viewing service interactions through’’ two factors’’ lens. In a service environment we can
consider:

 Motivators- Such as free products, convenient social media support channels, and
‘’WOW” moments in service transactions can grow satisfaction/brand and loyalty.
 Hygiene Factors-Such as extended phone trees, long hold times, channel switching, or
inconsistency between analyses can reduce customer satisfaction.

There are many hygiene factors in service interaction that take the form of Customer
expectations. These are elements that will rarely build report (even when done very
well), when done poorly they are major dissatisfy. Expectations will vary from service
center to service based on your specific customers.