Consumer Behavior [Motivation within marketing process] Essay

Consumer Behavior Motivation within marketing process - Essay ExampleThis report is divided into three sections, including books review, reflection, and discussion/analysis. In the first section (literature review), a total of four consumer behaviour theories such as marginal utility theory, consumer choice theory, perceived stake theory, and diffusion of innovations theory are discussed to gain a deep theoretical understanding of various factors that would influence a consumers degree of motivation and thereby purchasing behaviour. In the second section (reflection), one of my recent personal consumption activities will be described in order to analyse the motivational factors that led to the specific consumption process. Here, the way the organisation interacted with me to motivate me to consume the product is emphasised. In the third section (discussion/analysis), the major finding of the study is brought unitedly for providing an analysis of my own consumer behaviour in the li ght of the issues raised in the literature review. Finally, the conclusion part summarises the key findings of the report.In order to critically estimate the impact of consumer behaviour theories on motivation within the marketing process, it is vital to acquire a better understanding of the concepts of marketing and motivation. The process of marketing is say at the identification, anticipation, and satisfaction of customer requirements with the ultimate objective of profit maximisation. According to Philip Kotler, marketing is that social process by which individuals and groups obtain what they need and want by creating offerings and freely exchanging products and services of value with others (as cited in Singla, 2011, p.101). The marketing concept is the philosophy that requires companies to focus on the needs of their customers so as to promote decision qualification and to meet customer satisfaction better than competitors.As Shimasaki (2009, pp. 98-99) describes from the time