ANALYSIS OF INTERNAL INFLUNCE ON CONSUMER BEHAVIOR

SECTION 1: MOTIVATION AND INVOLVEMENT INTRODUCTION.

This is a report on a level of motivation and involvement that a typical customer would display on the purchase of a TV set.

The task required that i consider one level from Maslow’s hierarchy of human needs that can be used to segment the market and position the product of my own choice for instance a TV set, explain  my choice  and justify the application of Maslow’s need hierarchy for segmentation and positioning of the product.

Identify possible motivational conflicts that a prospective consumer if my product may have. Discuss how the market can reduce or resolve these motivational conflicts.

Develop an involvement profile for typical consumer of my product and discuss any key issues that would be relevant to a market.

METHODS USED.

Information was collected through direct observation of the behavior of a typical consumer on purchasing of a TV set; consumers were interviewed concerning the TV set and questionnaires issued to some the consumers.

Survey; investigated the options and experience with the product by asking questions.

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FINDINGS.

1. Molly, T. (2018) Maslow’s hierarchy of needs was developed by Abram Maslow, a specialist in human behavioral psychology.

It contains five level; physiological needs, safety needs, social needs Esteem needs and self-actualization.

Esteem needs encompass confidence, strength, self _belief personal and social acceptance, personal status prestige and respect from others.

Human behavior is driven by needs, one which is the need for a scense of personal importance, valued or self _esteem.

Mooji, M.(2009)Esteem is born out in our desire for social acceptance and status. Regardless of how big or small our group is and the nature of the groups we are affliated with, we have a deep rooted need for approval and validation from other members of society. A TV set will fall under the esteem needs which is regarded as an achievement. When a customer or an individual owns digital Television screen he will develop a positive feeling about himself. This also earns respect from others and confidence.

2. Motivational conflicts.

Sometimes the urge to do something worthy or good are pleasurable is opposed by the fact that it involves pain or inconvenience or hard work.it is an important source of frustration; it results when two or more motives drive behavior towards incompatible goals.

Davidson, J. (1980) there are four major types of conflicts.

(1) Approach _approach conflict.

In this type of conflict a person is faced with two attractive alternatives, only one of which can be selected.

(2)Avoidance _avoidance conflict.

It involves two negative and is a fairly common experiences.

A customer must buy a Dell type if a TV which is low quality or and spend little cash or buy a Samsung TV which is very expensive, and spend all the cash.

There two types of conflicts that occurs in this type of conflict:

(a)  Vacillation of behavior and thought.

(b)Desire to leave the conflict situation altogether.

(3)Approach _avoidance conflict.