consumer behaviour assignment evaluating drivers of Motivation and Consumer Satisfaction

Question

Task: how to identify Motivation and Consumer Satisfactionfactors using consumer behaviour assignment research methodology

Answer

Introduction
The aim of this consumer behaviour assignment is to analyse the subject area “Motivation and Consumer Satisfaction”. In a business scenario, Customer Motivation is essential in influencing customers’ purchasing decisions and fulfilling satisfaction.According to many psychologists, happiness is the primary impetus for any individual. The majority of customers viewconsumption as a way to improve their quality of life and meet satisfaction. Therefore, it is essential for any business or company to connect the brand with customers not only with the loyalty program but also through positive word-of-mouth and long-term relationship.

Visionary businesses should view the satisfaction of their customers as both a strategic goal and a duty to succeed in a market that is becoming increasingly competitive. For example, purchasing and consumption of self-indulge products can increase the satisfaction rate of consumers as well as subjective well-being. On the other hand, consumers with a high ethical point-of-view always expect to get a positive atmosphere from a brand of their choice with emotion while availing of products from that particular brand. Moreover, if the focus is given to customers’ purchasing behaviour trends, it can be seen that consumer motivation cannot exist alone. The purchasing habit and selection process relied on several motivational factors. For example, budget, values, personal circumstances, lifestyle, the word-of-mouth of a brand, along with its service line and product ranges (Bakrta andDivanolu, 2013). These consumer behaviour assignment factors can help an organisation target the consumers based on priorities, segment the customers based on preferences and position the brand accordingly in marketing scenarios. While a brand will target the most potential customers based on the product line andcustomer preferences, it will help it develop a strong brand identity and emotion with consumers. And this scenario, in turn, can activate customer motivation as well as ensure to meet customer satisfaction (Anand et al., 2019). Therefore, it can be assumed that customer motivation and satisfaction are interrelated factors. This literature review will assess different articles to identify the correlation between customer motivation and consumer satisfaction and well-being.This consumer behaviour assignment will include coverage of varying consumer behaviour theories with which focus can be given tothe process of measuring customer motivation, customer satisfaction and segmentation. The main focus of this literature review article will be provided on different consumer behaviour approaches.For this proposed literature review, the fashion market of the UK has to be taken into consideration.

In the UK, the fast fashion market is such a marketplace, which in current times is growing exponentially. Not only in the UK but across European countries, the fast fashion industry is considered as an essential marketplace on which a country’s GDP depends to a considerable extent. According to the statistics, and a recent projection report, in 2022, the UK fast fashion market, specifically the apparel market, has reached to approximately £60 billion, with revenue of £55 billion in 2021. As per a consumer behaviour assignment market survey report, one-third of the young women in the country think that clothing gets “old” after they have worn for once or thrice (Kung et al., 2020). The primary target consumers of this marketplace in the UK are both men and women within the age group of 18 years to 24 years. This customer segment for this specific marketplace, mainly falls under the profession of students with low-incomerates, and the female population of this particular age group are the most potential consumers to this marketplace in comparison to any other demographics. Many research articles show that access-based consumption is one of the critical factors for customer satisfaction and motivation for purchasing from the Fast-fashion marketplace (DEMRHAN. and Eskiler, 2018). Access-based consumption can be considered a business model where products and services are combined with a use-oriented system, allowing multiple customers to access and purchase products and services for a limited time. Considering the area of study of this proposed consumer behaviour assignment, it can be stated that access-based consumption is now widely used in the UK’s fast fashion sector or marketplace to encourage consumers to access fashion apparel of their choice without ownership transfer. Additionally, with this business model, the respective marketplace of the UK can also increase the rate of consumer participation in purchasing, and this is one of the significant advantages of access-based consumptionbehaviour (Jia, 2018). Additionally, this approach also provides service-based experiences, which in turn can increase consumers’ motivation as well as satisfaction rate to a considerable extent.

consumer behaviour assignmentResearch outcome
Theoretical outcome:
By developing a theoretical framework by following a systematic literature review, the researcher can create a link between motivational and satisfaction theories. Additionally, the focus on consumer behaviour theories can establish the critical factors related to the segmentation, measurement of motivation and Customer satisfaction.

consumer behaviour assignment - Literature Review
Concept of consumer behaviour
The consumer behaviour assignmentanalysis of consumer attitudes, trends, and behaviours can take much time for marketers. They can better satisfy the requirements and wants of their target audience if they have a better understanding of that audience. Over time, many people have developed hypotheses to attempt and simplify what they think accounts for this customer behaviour.

Consumer behaviour theories:
1. Theory of Reasoned Action
According to the article (Widagdo. and Roz, 2021), Martin Fishbein and IcelAjzenhave propounded the Theory of Reasoned Action. This theory mainly focuses on the relationship between pre-existing attitudes of consumers and the marketing approach that can influence the consumers’ purchasing decision as a motivational factor. As per the Theory of Reasoned Action, Consumers take actions that they think, whether familiar or not, will result in a specific consequence or the creation of that outcome (Munaro et al., 2020). As a result, logical decision-making is the primary factor that influences why people buy things. This consumer behaviour concept is based on the significance of specificity over obtuseness.

In other words, as per this consumer behaviour assignment theory, consumers used to act on behavioursthat they believe can create a particular outcome on purchasing intentions or preferences. For example, decision-making is one of the critical factors based on which consumers use to make a purchasing decision. On the other hand, consumers always make a decision whether to move forwards based on the outcome oftheir previous experiences or actions. For example, consumers used to createa purchasing decision based on the course of action, like what experiences a consumer has gained from a brand while availing services or products from the respective company (Tielung and Untu, 2021). This can lead marketers to get an insight into the way they can involve the consumers with the brand with positive emotions. For example, Zara is one of the fastest growing fast fashion brands offering personalised appeals so that all young women can engage themselves with the brand. The consumer behaviour assignment theory also emphasises the significance of advancing customers along the sales funnel instead of keeping them stationary, where they might have the chance to talk themselves out of a purchase or spend their money on a competing brand.

Motivation Need Theory
In 1943, Abraham Maslow propounded the Motivation-NeedTheor. As per this theory, every individual used to act based on satisfaction and the level of fulfilment of needs. As per this theory, the requirement of an individual is based on five priorities, for example, physiological survival, safety, love, esteem, and self-actualisation. Considering the business and marking, this theory explains why customer-centric marketing messages are essential to improve customer satisfaction and increase customer motivation. According to the article, Bakrta, H. and Divanolu, (2013) Marketers knowledgeable about the motivation-need theory of consumer behaviour can effectively design campaigns and commercials around a manufactured demand that they are in control of creating in the consumer. As per the article (He, X. and Luo, 2020), a marketer should always focus on the consumers' safety, security, needs and preferences. This is the best way to convince consumers to spend money on the brand. On the other hand, Widagdo and Roz, (2021) argues that marketers should always focus on consumers’ needs so that proper designed goods and service range can make customers satisfied. And when a customer will get satisfaction and a positive emotional attachment with a brand, that will influence her purchasing motivation,which, in turn,n can help the brand lead avital customer segment.

Factors related with Consume purchasing behaviour
According toconsumer behaviourassignmentfindings, consumer behaviour of an individual is guided by different types of factors, inclusing psychological factors, economic factor, personal factors, cultural factors and social factors. Marketers needed to identify the nature of the factors in terms of a particular goods or services for designing the appropriate marketing mix of that product. The study conducted byLichev(2017) suggests that psychological factor is one such factor, which the marketers target to influence through their promotional strategies. The promotional strategies are simply design to positive influence the purchasing behaviour of the targeted customers. The components of psychological factors are motivation, perception, learning and attitude & beliefs. Cultural factors plays and crucial role in determine the psychological aspects such as perception and belief, due to which it is important for the businesses to effectively analyse and understand the cultural aspects of the consumers of a target market. While culture deals with the values and belief of a particular society and community, personal factors emphasises of the individual aspects of the consumer including, age, income, occupation, taste and preference of the consumers. Consumers with same cultural backgrounds hold different types of consumer behaviour due to the impact of personal factors(Dootson., 2016). The economic factors are another major factor of consumer behaviour. The economic state of a nation or market has a big impact on consumer purchasing patterns and choices. A healthy economy, which increases the amount of money available on the market and increases consumer spending power, is a sign that a country is doing well. Consumers are more inclined to spend money on goods when they perceive a healthy economic climate. Segmentation and different motivating factors: budget, values, lifestyle, personal satisfaction Segmentation is a crucial aspect of the marketing strategy of business organisations, it enables the businesses to utilise its effort and resources in the appropriate direction in terms of its targeted marketed. Companies consider different motivating factors for effectively segments its targeted market (Orji et al., 2017). The four highly used motivating factors by the marketers identified on this consumer behaviour assignment are budget, values, life style and personal satisfaction.

Budgetis the maximum amount of money, a customer ready to spend in the purchase of a product or service. In terms of making every purchase, customer generally holds and budget which also reflect the perception, want and need of the product to the customer. In segmentation, marketers need to set the price considering the budget of the targeted customers

Customer value is the estimation of a product or service's value to a customer in comparison to potential substitutes. Value refers to whether the customer feels that the advantages and services outweighed the price they paid. It is one of the most difficult segmentation aspect to determine by the marketers, as the values change with person to person.

A person's lifestyle is their mentality and how they interact with the world. A consumer's lifestyle has a big impact on their purchasing habits. For instance, when a customer adopts a healthy lifestyle, the things he purchases will be related to healthier substitutes for fast food(Nguyen et al., 2019). Every products targets people from a particular lifestyle, which needed to be effectively incorporated in the segmentation strategy. People consume to gain satisfaction. Personal satisfaction can be described as the individual’s experience of a sense of fulfilment. Markers needed to identify that, the offered products and services in which respects ensure customer satisfaction, which lead the customer to make purchase the product.

Strategy to attract stakeholders and customer satisfaction
The consumer behaviour assignment study conducted by shows thatKo et al(2016), organisations which hold a well integrated customer satisfaction strategy perform better in terms of customer engagement and customer retention. In terms of attracting stakeholders and ensuring customer satisfactions, it is important for the businesses to communicate with the customers and build an effective policy of customer feedback. In terms of customer satisfaction, the luxury fashion brands emphasis on the strategy offering quality products along with an effective follow-up customer service. According toRyding et al(2016) it is crucial to employees give the time they need to engage with clients and render the kind of respectful, considerate service that they are due. Customers now anticipate compassion from luxury businesses at every turn.

Understanding the consumers’ different priorities and needs is helpful for the marketing program
According to the consumer behaviour assignment article written by Tielungand Untu, (2021), a business should always understand the needs and preferences or requirements of customers if the marketers want to be successful in a competitive marketplace. Considering the UK’s fast fashion marketplace, it is an essential aspect for a business or a brand when it comes to meeting customer satisfaction and enhancing purchasing motivation. When it comes to understandingcustomers' different needs and priorities, it emphasises the market or a conscious feeling of deprivation of the customers to a brand. In order words, Bakrtaand Divanolu, (2013) has mentioned that it is something that a customerneeds to be satisfied with a brand. Anand et al., (2019) argues that not every customer needs proper or personalised products or services from a brand to be satisfied- a warm welcome, a better customer service experience, good staff behaviour, and affordability of products can influence the customers’ motivation. So, when it comes to making a marketing program by using a marketing mix tool, it should be necessary for a brand in any marketplace to understand the customers’ different needs and priorities. For example, the 4P’s model includes four factors: price, place, product and people. Price refers to the affordability of a product; place refers to the accessibility of a product, and product refers to the service and goods a brand offers its customers. Peoplerefer to the customer whom the brand will serve (DEMRHAN. and Eskiler, 2018).

Therefore, to use the 4P model and using marketingstrategy, it should be necessary for any brand to identify the different needs or preferences of customers from specific marketplacesand brands. Customers needs can be divided into two groups, “tangible” and “psychological” wants (Kung et al., 2020). In the fast fashion marketplace, product and price are two important and influential factors in choosing brands. Fast-Fashion Brands' targeted population is usually young people and students with low income. Therefore,excellent and personalised fashion apparel and clotheswith affordability can influence the purchasing need of a group of consumers. In contrast, another group may need good customer service experiences for choosing a brand over price.

consumer behaviour assignment Literature table

Conclusion
The consumer behaviour assignment has concluded the factors of consumer satisfaction by fulfilling their demands while purchasing any goods and services. Customer satisfaction plays an effective role on the development of business growth and enhancing the reputation of the enterprise in an effective manner. The study majorly shed light on maintain good relationship with consumers and business organisers for ameliorating brand image in the business market. Concept of consumer behaviour is one of the significant aspects of this study to review this literature in a proper manner. Consumer behaviour, trends, and attitudes are vastly discussed in the literature and it make the discussion more relevant. In addition, different factors related to customer purchasing behaviour is demonstrated here to understand the way customer behave while purchasing a new product from an organisation.

On a contrary note, it is found that lifestyle, values, personal satisfaction, and lifestyle also related to the buying behaviour of customers. All these factors motivate consumers to buy any products and it also helps to segment the attitudes of a consumers towards its products. In addition, it evaluated different strategies to allure consumers towards a goods or services. Enhancing different effective strategies for making consumers attract is crucial elements for a firm to make its business successful globally. The paper also analysed varieties priority of customers and requirements of efficacious marketing program for increasing customer purchasing behaviour towards any products or services. Further, it will provide recommendation based on marketing practitioners to revamp consumer behaviour.

consumer behaviour assignmentRecommendation
Recommendation for implying some marketing practitioners in order to make consumers to purchase products and develop an effective consumer base within the market.
• Revamping consumer service speed is essential for the organisation in order to attract consumers towards any products or services (Learyet al. 2021). Hence, organisations need to be agile with innovative marketing strategies to execute proper marketing operation within a firm.
• Introducing products in different social media channel is one of the crucial parts for modern business organisers.
As a result, it will be helpful to reach to a large number of consumers in a limited period (Spenceet al. 2019). Uses of artificial intelligence is effective way to know consumer preferences for any particular products, which will help the company to revamp its business reputation in different social-media channels.
• Luring consumers with attractive content is necessary to develop an effective market base within the organisation. Besides that, search engine creates advanced process and it helps company to understand consumer choices in a proper way. As a result, consumers are able to be more informed for purchasing any products in an effective way.
• Luring consumers with attractive content is necessary to develop an effective market base within the organisation. Besides that, search engine creates advanced process and it helps company to understand consumer choices in a proper way. As a result, consumers are able to be more informed for purchasing any products in an effective way (Mehtaet al. 2020). However, application of these strategies will be effective for the companies to attracting its consumers in different products and improving besides revenue in global market.

Literature gap to identify further improvement
This study could analyse the role of different stakeholders within an organisation and how they influence in consumer development of a company in an effective way, however, it creates a gap in this literature. On a contrary note, uses of consumer segmentation will be also helpful for this litearutre and it may help this study to make more relevant for the future (Voramontri and Klieb, 2019). Moreover, focus on the literature gap identified on this consumer behaviour assignment will help this research to make more effective in the future and maintain authenticity of this research in an effective way.

References
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Widagdo, B. and Roz, K., (2021). Hedonic shopping motivation and impulse buying: the effect of website quality on customer satisfaction. The Journal of Asian Finance, Economics, and Business, 8(1), pp.395-405.https://eprints.umm.ac.id/83120/
Widagdo, B. and Roz, K., (2021). Hedonic shopping motivation and impulse buying: the effect of website quality on customer satisfaction. The Journal of Asian Finance, Economics, and Business, consumer behaviour assignment8(1), pp.395-405.https://eprints.umm.ac.id/83120/