Understanding motivational concepts

While at university, I never realised the importance of theories of motivation that one day will be used in industry. It was a mistake of the system that our learning process was traditional and designed to secure marks.

It is true that I did not feel the application of some powerful concepts that will later be used for decision-making. Out of so many theories of consumer behaviour, Maslow's hierarchy model is applied in the sales and marketing process.

The theory of motivation proposed by Abraham Maslow is in the form of a ranking of a individual's needs. He considered the factors which led to an ultimate goal of achieving self-actualisation or fulfillment.

The model emphasised that if some of the higher needs in the hierarchy were not satisfied, then the lower needs - the physiological ones - would dominate behaviour.

If a lower need or needs were satisfied, however, they would no longer motivate. Of course, the next level in the hierarchy would motivate the individual.

Fine! How do we use his concept in business? Let us study the application in business.

Directly or indirectly, the buying behaviour is influenced. The recent trend, which may be linked to Maslow's need for improvement in self–esteem, is the compulsive shopper.

Compulsive buyers obtain emotional release or improved mood states when they purchase. Usually the urge to purchase is stronger than their decision not to purchase.

It is found women who have low self–esteem do compulsive buying. It is quite natural that they try to reward themselves through conspicuous consumption and to gain recognition.

Some multinational companies understand the value of economic buyer who are commonly found more in Third World countries. These companies are aware that their stay in the Middle East depends more on the economic buyer. Why?

Purchasing power is less among some expatriates of some Gulf States. More sales volumes are done by the huge expatriate workforce. These shoppers are heavily focused on the value of purchases. The economic consumer is often careful and use their resources and time in a careful manner.

In order to attract more customers and increase the volume of business, the big stores are embarking on sales and marketing promotions. They give more discounts and sell at competitive prices.

They always try to add value to the buyer. They force shoppers to buy certain goods. Depending upon the season, requirement, and changing needs, they promote goods. Though they do not directly apply Maslow's theory, intangibly, the business process gains from the concept.

Another type of customer likes to develop strong personal attachments with a business location or a hotel as a substitute for social contact.

Motivations are an important clue to the purpose and type of shopping individuals will undertake. Understanding motivation concepts help businessmen position their role in the market and to appeal to the different preferences based upon merchandise, price and quality.

This knowledge leads to decisions in terms of which type or types of shoppers to attract and how they are to be targeted.