CONSUMER

BEHAVIOUR
Consumer Behaviour is a STUdy , which deals with the
various stages a consumer goes through before purchasing
product or services for his end use.
 Consumer behaviour involves the
psychological process that consumer
go through in recognizing needs, finding
ways to solve these needs, making
purchase decisions.
 Motivation is concerned with inspiring the man to work to get the best result.
Motivation may be of two types:-

1) Positive motivation:-
i. Positive motivation induces people to do work in the best possible manner and to
improve their performance.
ii. Positive motivation seeks to create a brighter, more cheerful and optimistic
atmosphere in the enterprise.
iii. Under this better facilities and rewards are provided for their better performance.

1) Negative motivation:-
i. Negative motivation aims at controlling the negative efforts of the work and seeks
to create a sense of fear for the worker, which he has to suffer for lack of good
performance.
ii. Punishments, fear of loss of job, reprimands ,etc… are usually taken to direct the
worker in the desired direction.
iii. Negative motivation may be monetary, or non-monetary, wages may be cut in case
he produces below the standard fixed!
 Theories of Motivation
 Maslow’s theory of motivation
 Theory X
 Theory Y
 Herzberg’s theory of motivation
According to Maslow the behaviour of
an individual at particular moment is
usually determined by his strongest
need.
 According to him, the basic human

needs are set in a hierarchy as follows:-

1) Physiological needs :-These needs are basic for human survival and
include need for food, water, air, shelter, etc…

2) Safety needs:- These includes need for safety of person and property,
security of job and need for a predictable, secure and safe environment.

3) Social needs:- These are needs for belongingness , friendship, love,

affection, attention and social acceptance.

4) Esteem needs:- These are needs for self-esteem and need for other esteem
needs. Self-esteem needs include needs for self respect, self confidence, autonomy and
knowledge.

5) Self-actualisation needs:-These is the need “to be what one is

capable of becoming” and include need for optional development of potential abilities,
knowledge and skills, need to be creative and achieve self-fulfillment.
Diagrammatic
representation
of Maslow's needs
theory
Self actualisation needs
Esteem needs
Social needs
Safety needs
Physiological needs
 Theory X

 Given by McGregor, this theory says about he human

behaviour. According to this workers are inherently lazy,
passive and unambitious. Therefore there is a need for
control and direction over workers.
 Theory Y
McGregor realized that theory X’s assumptions about
human behaviour are not always true therefore he
developed an alternate theory of human behaviour called
“Theory Y” .This theory represents the democratic
approach. it indicates the individual and organization
both and highlights the needs for improving and utilizing
inner motivation.
 COMPARATIVE STUDY OF
ASSUMPTIONS BETWEEN THEORY
X AND Y.
The average worker of a The average human being
firm dislikes work and does not inherently
by nature is indolent. dislikes work.
Usually self centered External control is not
and cares less for only means for bringing
organization. about efforts towards
Lazy and have no organization objectives.
ambitions. Average human being
Tries to avoid learns not only to accept
responsibilities and and but to seek responsibility.
only desires security.
 HERZBERG’S THEORY OF
MOTIVATION
In 1950s Herzberg and his associates conducted extensive
interviews of about 200 engineers and accountants to find
forces which motivate them to work. The conclusion based
on this survey is called Herzberg theory of motivation.
According to this theory there are two types of factors
which affect motivation.
These factors include:-
Hygiene factors
Motivators
 HYGIENE FACTORS
They relate to the environment and are external to job. They
include:-
 Company policy and administration
 Technical aspects of supervision
 Working condition
 salary and status
 job security
 Interpersonal relation with subordinates
The second class of factors are referred as intrinsic,
job content or motivators or satisfiers.
These factors include:-
 Achievement
 Recognition
 Responsibility
 Advancement
 Growth and work itself
 Summary
THIS TOPIC SAYS ABOUT THE MOTIVATION AND
ITS VARIOUS FACTORS AND MOST
IMPORTANTLY ITS IMPORTANCE IN AN
ORGANISATION. AND OFCOURSE THE
VARIOUS THEORIES WHICH MAKES US
POSSIBLE TO LEARN ABOUT IT EASILY.