Analysis for Marketing Decision

Analysis for Marketing Decision

PART 1: General Research

Question 1

Much has been said and written about Abraham Maslow and his famous theory of the pyramid of needs that attempts to explain human behavior. Maslow's pyramid is a theory that attempts to explain the reasons for human behavior, i.e. why do we do? And even why we think as we think? Therefore, if we understand Maslow, we can guess why we buy, what we buy and who we buy. Not surprisingly, this pattern is well known in companies doing marketing because it allows them to know their customers.

To motivate the individual, the manager should give you the opportunity to meet their basic needs through an action plan that promotes the goals of the organization. It was not long ago, leaders can motivate subordinates incentives almost exclusively economic, as determined by the behavior of people, especially the needs of its lowest levels (Russ & Ravi, 2011). Today, even people who are on the lower rungs of the hierarchy of the organization, are at relatively high levels of Maslow's hierarchy. However, Maslow's pyramid is a theory, i.e. there are other ways to explain what governs human behavior although it is similar to Maslow, have their differences.

Maslow theory help a marketing expert to adjust its product, its message, its communication to the step of need the customer thinks. In summary, the pyramid of Maslow's needs allows us to categorize human behavior. This information is the basis of marketing, since the main objective of marketing is to satisfy market needs.

Question 2

The understanding of consumer behavior is a key component that enables companies to better identify the customers to whom they are addressed and it is a real substantial benefit for them in that it allows them to better refine their actions policy while minimizing the risks. The objective of consumer behavior model is to elucidate the factors influencing the decision-making process at the most. The study of consumer behavior is also sometimes very complex because of the multitude of variables involved and their tendency to interact with each other and influence each other (Anderson, 2002). To address the complexity of the models are designed consumer behavior. The models serve to organize our ideas about consumers in a coherent whole, identifying relevant variables, to discover its fundamental characteristics and to specify them as the variables are related. A model consists of three main sections:

External environmental variables that influence behavior.

Individual determinants of behavior

Buyer Decision Process

External Variables

The external environment consists of six specific factors: culture, subculture, social class, social group, family and personal factors. This is a general category that includes the variables that influence the consumer. An example might be the effect of mass media that are not incorporated into any of the other categories, with the appointment of situational variables. Cultural factors includes knowledge, belief, art, morals, laws, customs and any other capabilities and habits acquired by man as a member of a society. Personal influence affects the amount and ...