Chapter 5: Final Consumers and Their Buying Behavior
A “need” is the basic force that motivates a person to do something, while a “want” is a need that is learned during a person’s life. As humans we are motivated by either a “need” or a “want” which has been psychologically proven. Chapter 5 analyzes the “PSSP Hierarchy of Needs” that explains the physiological needs, safety needs, social needs, and personal needs in attempt to explain why people buy certain things. It’s important to know the basics of what drives us as humans to purchase things in order to find the ideal method of marketing and reaching out to potential customers. As society grows, social influences have had a greater affect on consumer behavior. “Essentials of Marketing” chapter 5 has an Exhibit (5-7) that explains the “Stages in Modern Family Life Cycles” and the “usual flow”, “recycled flow”, and “traditional family flow”. The reasoning that family members influence consumer behavior is because of their shared values and attitudes. An example is simply thinking about a time that you have had an influence on a family member or even friend for the smallest thing. Now that I’ve thought about it, I realize that I influence my family members all the time without even making a huge effort. The fact that my family trusts my judgement on food places plays a huge part when I attempt to influence them to eat at one place over another. When our stomach growls, we are programmed to first follow our “needs” and find food, but over time we have also developed a “want” which motivates us to favor one thing over another in order to fulfill our “needs”.