Marketing Consumer Behaviour and Motivation

Question: Discuss about the Marketing Consumer Behaviour and Motivation. Answer: Introduction: Motivation is a driving force for individuals and keeps people moving. According to the dynamic nature of motivation, needs are never fully satisfied. As the old needs are satisfied, new needs emerge. The Tasmanian wine producers identify the consumer desire for physiological and psychological needs. As seen above, wine and culture go beyond fulfilling the physiological needs of the consumers as it connects emotionally and creates hedonistic desire such as experiences (Hoyer and MacInnis 2013). From the above figure, it is interpreted that the unfulfilled needs and wants create tension and drive that impacts behaviour. There is a realization that the desire needs to be fulfilled that reduces tension. The same cycle is repeated. The Tasmanian wine producers target these needs and position their products in a way that motivates consumers (Thomas 2014). Arousal of motives Any particular need is aroused due to development of stimuli. Below are the factors that arouse motives among the consumers of Tasmanian wine producers. Physiological arousal- For the people who regularly consume wine may feel aroused or experience craving for wine. It may create a state of stress if the consumers do not consume wine (Hoyer and MacInnis 2013). Emotional arousal- There is emotional arousal when people feel emotions on a regular basis. The wine consumers are connected emotionally. According to the case study, there is a combination of art exhibition and spectacular scenery at the cellar door. The premium wine and good music create a great ambience which motivates or arouses the consumers (Hoyer and MacInnis 2013). Cognitive arousal- According to the case study, producers launched series of print advertisement within vineyard pictures and music radio that leads the consumers to a cognitive awareness of needs. The random thoughts arising from these factors or cognitive awareness leads to cognitive arousal (Hoyer and MacInnis 2013). Maslows Need Hierarchy Theory According to the Maslows theory of need and motivation, a person attempts to fulfil five basic needs- physiological, safety and security, social, self-esteem and self-actualization. Physiological needs- The physiological needs are important for sustaining life. Maslow states that food, warmth, medicine, education and sleep are the basic needs. For living a happy life, the wine consumers need wine for satisfying their craving. According to the case study, the cuisine made on site is made of local quality produce. There is provision of on-site accommodation that provides rest and warmth to the consumers. There is wine tasting and the venue serves as a weekend getaway location (Taormina and Gao 2013). Safety and security needs- These needs are free of physical danger or fear of losing property, food or shelter that can protect against emotional harm. According to the case study, the history gallery appeals the consumers who look forward to gather maximum knowledge. There is adequate storage and the consumers have disposable income to consume wine. The above needs are important but not as important as the basic physiological needs (Cofer and Appley 2013). Social needs- Social needs refer to love, belonging and other feelings that create a sense of acceptance and affection. According to the case study, there is hosting club to appeal consumers who desire love, belonging and social needs. The people become more knowledgeable among the opinion leaders and peers in their clique. There is group tastings and discussions that encourage the social life of wine consumers. As all wine lovers have it in common, there is one common interest that makes people feel accepted (Singh and Behera 2016). Esteem needs- According to the theory, after feeling the need to belong, people feel the need to be held in esteem both by themselves and others. According to the case study, there is increased use of social media and people exhibit the understanding of wine. The people are on first name basis with the experts that enhances self-esteem. With premium Tasmanian wine, renowned music concerts and excellent food, the self-esteem needs are fulfilled (Piche?re, Cadiat and Probert 2015). Self-actualization- This is considered as the highest need in the hierarchy. According to the case study, there are different art exhibition, multiple theme festivals, music concerts and others by the wine producers that help wine consumers in attaining self-fulfilment need. These events enhance the experience of art and culture (Hoyer and MacInnis 2013). Therefore, the above motivational factors are used by Tasmanian wine producers and influence the consumer behaviour. The Tasmanian wine producers predict the consumer needs and motivations. The high involvement and enthusiasm combined with culture makes the Tasmanian wine successful. References Cofer, C. and Appley, M., 2013.Motivation: theory and research. 1st ed. New York: Wiley. Hoyer, W. and MacInnis, D., 2013.Consumer behavior. 1st ed. Australia: South-Western Cengage Learning. Piche?re, P., Cadiat, A. and Probert, C., 2015.Maslow's Hierarchy of needs. 1st ed. New York: 50 minutes. Singh, T. and Behera, M., 2016. Application of the Maslow's Hierarchy of Need Theory: Impacts and Implications on Employee's Career Stages.Training Development Journal, 7(2), p.43. Taormina, and Gao, 2013. Maslow and the Motivation Hierarchy: Measuring Satisfaction of the Needs.The American Journal of Psychology, 126(2), p.155. Thomas, K., 2014.Intrinsic motivation at work. 1st ed. San Francisco: Berrett-Koehler Publishers.