The application of consumer behaviour theory in the practice of Essay

The application of consumer deportment theory in the practice of Marketing - Essay ExampleConsumer demeanor is an effective approach to analyse the stopping point making process of consumers individually and in groups. This concept gives particular focus to individual consumer characteristics including demographics and behavioural variables in order to identify consumers subscribe tos. This paper will address the application of consumer behaviour theories in the practice of marketing. For this purpose, the paper will consider two theories including Maslows hierarchy of inescapably and Noels consumer behaviour model. Maslows hierarchy of Needs Maslows hierarchy of take is a psychological approach developed by Abraham Maslow in his paper A Theory of Human pauperization published in 1943. When human behaviour is influenced by culture, family background, and other relationships, consumer behaviour is shaped by different needs. Maslows hierarchy of needs gives a sanctioned frame work to evaluate why a consumer makes a particular purchase decision. The visual representation of the Maslows model is given below. (Source Sorensen, n.d.) The Maslows model suggests that unmet need is the fundamental motivation for muckles every action. In addition, individuals try to meet their needs and desires in a particular hierarchy. According to the Maslows model, people should seek to meet their most fundamental needs before they can find solutions for their more sophisticated needs. In the pyramid above, most fundamental needs are portrayed at the bottom whereas the top part represents the need for self actualisation. Other layers reflect the need for security, love and belonging, and esteem. Maslow collectively calls the basic quaternary layers of the pyramid as deficiency needs. Here, psychological needs represent basic physical requirements (air, food, and water) necessary for the human survival. Security needs may include face-to-face security, financial security, health safety, security against unforeseen events corresponding accidents (Koontz & Weihrich 2006). Likewise, the love and belonging needs represent relationships like friendship, intimacy, and family. The esteems needs indicate the human desire to recover respected. In the view of Maslow, self actualisation reflects the human desire to know what his full potential is and to achieve everything that he can (ibid). Referring to this model, psychological needs accommodate the prime priority in an individuals life. If an individuals psychological needs are not met properly, he would de-prioritise all other needs and desires until these fundamental needs are met (ibid). For instance, breathing is more important for an individual to survive than financial security and friendship. If this highly prioritised need is not met, the individuals physical condition will become worse and he will die eventually. In other words, an individual cannot try to satisfy needs like security and love and belonging unless his most fundamental need (here breathing) is not met. Maslows hierarchy of needs can be used to explain consumer behaviour and hence it has greater applicability in the practice of marketing. This model is greatly assistable for marketers to determine what kinds of marketing efforts have to be taken to promote various products and services. Maslow claims that consumer behaviour and decision making are driven by any of the five levels of need in the hierarchy. Therefore, a marketer