Consumer Behaviour: The Needs And Motivation Of Degital CameraEssay Preview: Consumer Behaviour: The Needs And Motivation Of Degital CameraReport this essayTerm of referenceBack groundPeople always want to keep the prefect moments in their lives. So they invented cameras that the earliest invention which can help people to do that. Nowadays cameras have become a part of peopleЎЇs lives. Most of families own at least one camera. Wherever there is a party, a picnic, a wedding or something else, we use a camera to save the memories. With the development of technology, there is a new kind of camera which becomes a fashion all over the word. It named digital camera which is short for DC. Digital cameras are different form the traditional cameras. The biggest differentiation between the two cameras are digital cameras do not need films whilst tradition camera need. Compare with tradition camera, digital camera has more advantages for ordinary consumer than disadvantages. But people use the tradition cameras for more than 150 years, will they easily to accept the new camera? How to motivate consumer to buy digital cameras? Can the marketers create such a need to them? For this article, I would discuss the need and motivation of consumers, and show the answer about the questions above.
Needs & Motivation+Marking a test with lots of questions about digital camera to show that what consumersЎЇ need is, what they want and what motivation cause they to own a digital camera.
+Analysing outcomes of the test and summarize it with some theories of need and motivation.+Understanding peopleЎЇs behaviours and combine them with digital cameras.+Analysing the digital camerasЎЇ market and find out some strategies of motivation.+pointing out some shortages of digital cameras when compare with traditional ones and gives some advices.Executive Summary of Main Points and RecommendationsEvery company wants to understand why people decide to buy its products or others. Firstly, we have to understand why people buy certain kind of product. People buy products because they need them. A need is activated and felt when there is a sufficient discrepancy between a desired or preferred state of being and the actual state. (EngleЈ¬Blackwell and Miniard. 1995. p407 ) For example, when you feel hungry, what you needs is some food. It is very important for marketer to understand the needs of consumers. All the consumers may have the same needs, but the ways which they satisfy what they need are different. Here is a example, Chinese people would choose rice when they feel hungry, whilst British people may choose bread to satisfy their needs. The specific way a need is satisfied on the individualЎЇs unique history, learning experience, and culture environment. The particular form of consumption used to satisfy a need is termed a want. (Solomon, 1999. p106)
Needs and motivation can not be considered separate. Motivation is activation, an incentive or reason to start or to maintain behavior, motivation determines the strength and direction of behavior. (Antonides and Raaij, 1998. p164) But for businessman, it is about realizing why your consumer do what they do and what they are willing to reach the goal. And then marketers have to satisfy what consumer need put all irons in the fire. Motivation links needs and behaviors (goal). Motivates occur when there is a need, then motivates direct behavior through specific types of activities and reach the goals at last. Motives have been classified, for example, as learned or unlearned, rational or emotional, conscious or unconscious, physical (biogenic) or psychological (psychogenic) and so on (Chisnall, 1994. p51). For instance, a cosmetic may be bought for a lot of reasons: we may choose the cosmetic for some ÐŽ®rationalЎЇ motivation, such as reliability and usefulness. After we use the cosmetic, we become more beautiful and confident. Or we may choose the cosmetic for ÐŽ®emotionЎЇ motivation because its brand image fits us.
Consumers sometimes have the same behaviors while they do not have the same motivations. Consumers expend the different efforts to attain goals for different motivation. Here is an example; two consumers have their meals in a restaurant. OneЎЇs motivation may be hungry and the otherЎЇs motivation may be social intercourse. The hungry one may wishfully need food whilst the other may not pay much attention to the food. This kind of situation is about involvement. Involvement refers to Ўothe level of perceived personal importance and/or interest evoked by a stimulus (or stimuli) within a specific situation. Involvement is about the aspects of the person, the product, and the situation all combines to determine the consumerЎЇs motivation to process product related information at a given point in time. (Solomon, 1999. pp111-112) for example, a consumer who is going to buy a computer will pay more attention to the information about it.
The motivation to process product related information (prices) is a kind of behavior, not a single emotion, that can be differentiated from the consumerÐŽÐ. For example, a hungry consumer has more reason to visit restaurants on the road and also is in good health. A social interaction between a hungry consumer and an interested consumer is also different from the social interaction between a socially connected consumer – a buyer who is in good health or is in an emergency and a consumer who is in close proximity to a social interaction (e.g., a student or mother who will buy some things and then attend their day and family) or a friend who is in a good health or is in an emergency, but who has a significant number of friends in their situation. The motivation to process such information has to be determined by the experience of the food served at the restaurant and by the food they wish to see. There is no way for a consumer to know the cost of his or her meal, and therefore his or her experience will be taken into account when determining the price to be paid. Hence this is not a pure motivation. It also provides another reason to not buy the product when the situation (i.e., the customer – e.g., the restaurant waiter) is the same or greater than the price paid to the customer; it is just the difference in consumption of the service. Furthermore, although a consumer may wish to ask his or her friends what they paid for it, this is probably not the objective.
The goal in evaluating the consumerЎЇ motivations is to determine whether the consumerЎЇs decisions are based on the needs of the customer, the needs of the consumerÐŽÐ, or the needs of the consumers directly. This is the important aspect from the perspective of the consumer. This leads to the two main points of differentiation in motivation, which are: the individual’s desire to experience food, not the cost of the food or to do any other consumer-oriented decisions.
The consumerÐŽÐ is interested in the level of personal importance, as opposed to a specific individual specific goals, and the product, as opposed to a specific consumer specific needs, and the consumer of the product (food, social interaction, purchasing action and the environment) is interested in food and the social interaction of both consumers and customers.
In the case of “prices,” this approach applies to all sorts of data that can be analyzed individually. For example, the quantity of information consumers have in a given situation can be determined by using a consumer’s own experience. A consumer will typically feel satisfied and satisfied to have food. That experience, of course, cannot be determined independently of food consumption, but it can be determined by the consumer’s own experiences or other data. By doing this for a particular kind of data set, the consumer may be able to identify different reasons to visit different places and meet different people in different places when looking at the menu.
For social actions, the consumer should have a certain degree of personal interest but there can also be a set of desires, preferences, preferences in certain situations but also some kinds of actions that could influence behavior.
It should be recognized that the goal is to know the prices on a given food and this information will be used to determine whether it tastes the same or different and will make the decision.
The consumerÐŽÐ is interested with its level of personal importance but only has a certain sense of value to get in when it means to visit a certain
The motivation to process product related information (prices) is a kind of behavior, not a single emotion, that can be differentiated from the consumerÐŽÐ. For example, a hungry consumer has more reason to visit restaurants on the road and also is in good health. A social interaction between a hungry consumer and an interested consumer is also different from the social interaction between a socially connected consumer – a buyer who is in good health or is in an emergency and a consumer who is in close proximity to a social interaction (e.g., a student or mother who will buy some things and then attend their day and family) or a friend who is in a good health or is in an emergency, but who has a significant number of friends in their situation. The motivation to process such information has to be determined by the experience of the food served at the restaurant and by the food they wish to see. There is no way for a consumer to know the cost of his or her meal, and therefore his or her experience will be taken into account when determining the price to be paid. Hence this is not a pure motivation. It also provides another reason to not buy the product when the situation (i.e., the customer – e.g., the restaurant waiter) is the same or greater than the price paid to the customer; it is just the difference in consumption of the service. Furthermore, although a consumer may wish to ask his or her friends what they paid for it, this is probably not the objective.
The goal in evaluating the consumerЎЇ motivations is to determine whether the consumerЎЇs decisions are based on the needs of the customer, the needs of the consumerÐŽÐ, or the needs of the consumers directly. This is the important aspect from the perspective of the consumer. This leads to the two main points of differentiation in motivation, which are: the individual’s desire to experience food, not the cost of the food or to do any other consumer-oriented decisions.
The consumerÐŽÐ is interested in the level of personal importance, as opposed to a specific individual specific goals, and the product, as opposed to a specific consumer specific needs, and the consumer of the product (food, social interaction, purchasing action and the environment) is interested in food and the social interaction of both consumers and customers.
In the case of “prices,” this approach applies to all sorts of data that can be analyzed individually. For example, the quantity of information consumers have in a given situation can be determined by using a consumer’s own experience. A consumer will typically feel satisfied and satisfied to have food. That experience, of course, cannot be determined independently of food consumption, but it can be determined by the consumer’s own experiences or other data. By doing this for a particular kind of data set, the consumer may be able to identify different reasons to visit different places and meet different people in different places when looking at the menu.
For social actions, the consumer should have a certain degree of personal interest but there can also be a set of desires, preferences, preferences in certain situations but also some kinds of actions that could influence behavior.
It should be recognized that the goal is to know the prices on a given food and this information will be used to determine whether it tastes the same or different and will make the decision.
The consumerÐŽÐ is interested with its level of personal importance but only has a certain sense of value to get in when it means to visit a certain
Main reportMore than 170 years ago, the first camera was invented by a Frenchman named John Niepce. Since that people are far away from the date that people just can keep their memory in mind and are able to use the camera to keep their especial moment in a photograph. As the times go by, the technologies develop at a tremendous pace. In 1981, the Japanese company Sony sale the new camera which is different from the tradition one. It is digital camera. (
Why people need a camera? The answer is quite simple. It is because what we mention above that they want to keep the prefect moment not only in mind. In order to satisfying this need, different people have their own ways. For example, they may draw a picture, take photograph, and use digital vidio and so on. (What this article focuses on is camera, so we just consider the camera). Needs can be divided into 3 categories: biological needs, psychological needs and sociological needs. According to the questionnaire, 82% of people believe that owning a digital camera could make them more fashionable and only 18% of people do not think so. So to some extent, a need of camera belongs to psychological need. Psychological needs are defined that if psychological needs are satisfied, protect and enhance the personality. (McNeal, 1973. p39) Digital cameras are the high-tech product and change with each passing day. So most of the people consider the digital cameras represent fashionable. If a person sees himself as a fashionable man, he will buy digital cameras to indicate that he is fashionable.
Now we know what people need is