We talk about Importance of Consumer Behavior , Consumer Behavior---Introduction ,CRM as a part of leadorganizer and lead management with reference to crm. In our previous post, we talk about Types of Consumers, Buyer Vs User and factor influencing consumer behavior.
Consumer Needs and Motivations
We all have needs and we consume different goods and services with the expectation that they will help fulfill these needs. When a need is sufficiently pressing, it directs the person to seek its satisfaction. It is known as Motive. All our needs can be classified into two categories-primary and secondary.
Primary need or motives are the physiological need which we are born with, such as the need for air, water, food, clothing, shelter and sex.
The secondary needs are our acquired needs which we have developed in response to the society and environment in which we live. The secondary needs are the result of the individuals’ psychological make-up and his relationship with other members of the society.
The secondary need may include the need of power, prestige, esteem, affection, learning, status etc. Clothing is a primary need for all of us but the need for three piece tweed suit or jean pant o silk kimono are expressions acquired needs. The man wearing a three piece tweed suit may be seeking to fulfill his status need or his ego need by impressing his friends and family.
The theory of hierarchy of need was propounded by Abraham Maslow. We talk on this in our next post.
ref: crm, sfa, lead management, leadorganizer software for insurance industry.
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5 comments:
Hello,
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Hello,
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