Consumer Behaviour and Advertising Management by Matin Khan
By Matin Khan
Compatible for college students pursuing classes in administration in universities and scholars in India, this paintings explains the basics of the themes and is illustrated with useful examples in Indian setting.
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Motivation is that internal force that activates some needs and provides direction of behaviour towards fulfilment of these needs. Fig. PM5 28 CONSUMER BEHAVIOUR While talking of motivation, we cannot afford to forget the Maslow’s Hierarchy of needs which tells us about the primary and secondary needs. First the biological needs of hunger, thirst, shelter are satisfied then the safety needs and then the psychological desires of being accepted in society, seeking status, esteem, etc. are satisfied.
People in South India have a certain style of consumption of food, clothing, savings, etc. This differs from the people in the North of India. Different cultures and habits are predominant in different parts of the world. Japanese have a different culture from that of USA, England or Arabian countries. Therefore, in consumer behaviour culture plays a very important part. Sub-cultural Influences Within a culture, there are many groups or segments of people with distinct customs, traditions and behaviour.
1 Monochronic culture Polychronic culture Do one thing at a time. Do many things at once. Concentrate on the job. Highly distractible and subject to interruption. Take deadlines and schedules seriously. Consider deadlines and schedules secondary. Committed to job. Committed to people and relationships. Adhere religiously to plans. Change plan often and easily. Emphasise promptness. Base promptness on relationship. Accustomed to short-term relationships. Prefer long-term relationships. Source: Adapted from Hawkins, Best and Coney.