Consumer behaviour is basically social in nature, hence, social-environment plays an important role in shaping consumer behaviour. Factors influencing affecting consumer behaviour importance and definition of consumer behaviour consumer decision making process, ... each has a unique relevance to consumer motivation. For example, food is a need and type of food is our want. By understanding consumer behaviour, it becomes easy to determine whether the customer is price concerned or quality concerned. The nature of the needs is that, some of the needs are more important than the others. This theory signifies the … Following are the levels of human needs −. Segmentation helps in serving the customer better. They are known as the basic necessities or primary needs. Marketer can take appropriate actions accordingly to attract customers. Consumer behaviour is different for different region, states and countries. It defines the way in which consumers purchase products & services for satisfying their wants. Esteem Needs − Then comes esteem needs such as self-esteem, status, prestige. They have full information about their customer’s likes & dislikes. This information helps in understanding the behaviour of the customers. Every person has different needs such as physiological needs, social needs, esteem needs, safety needs and so on. It is a database which collects & store different information about their customers. The level of motivation can affect the buying behaviour of customers. Commerce Mates is a free resource site that presents a collection of accounting, banking, business management, economics, finance, human resource, investment, marketing, and others. In such cases the marketers can readily help their customers by changing their marketing strategy so that the conflict is resolved. Consumer motivation is an internal state that drives people to identify and buy products or services that fulfill conscious and unconscious needs or desires. Nature and Importance of Consumer Behaviour, Marketing Research – Meaning, Scope, Objectives & Process, Consumer Awareness:- Consumer Rights and Responsibilities. They are known as self-actualizers. Following are the major conflicts that may arise −. If the business is able to forecast about the future it can easily take several advantages. Consumer behaviour varies from product to product. It becomes difficult to attract customers towards your products. Segmentation & Targeting helps in serving customers properly. It segments the customers according to their taste & class. Rural population tends to spend less and are basically conservative in nature. Motivation is the driving force within individuals that impels them to action. Dr. Abraham Maslow formulated a widely accepted theory of human motivation. Physical safety, security, stability and protection are the security needs. This help in facing the competition in a better way. After understanding consumer behaviour, it becomes easy to segment different customers into different classes. They have a different approach from an urban population related to buying decision. According to this theory, dissatisfaction motivates the consumer. People who spend more and buy luxury items are considered rich and high-status people by society. This will increase sales & revenue for business. in consumer behavior, such as acquisition, achievement, recognition, and exhibition. It basically consists of likes & dislikes of customers which influence his decision while purchasing products. In practice, motivation research has yielded provocative and sometimes strange conclusions.