There are various theories of motivation listed in textbooks. For this activity, you need to identify different ways of motivating consumers to buy a mobile phone and to visit a particular restaurant. To help you with this activity, an example has already been provided for you.
ACTIVITY/TASK
|
Motivation Level |
For a car |
For a restaurant |
For a mobile phone? |
|
Everyday living, survival |
Economical, ideal family car, simple to drive – easy to park and ability to get around |
||
|
Security, safety |
Safety features, trusted name, well engineered, reliable |
||
|
Friendships, acceptance |
Most popular car, great first car, show groups in ads |
||
|
Demonstrate success |
Luxury, strong brand, exclusive options, high price |
QUESTIONS
- Start by completing the above table.
- How helpful is it to review the consumer’s motivation for a purchase? How can mobile phone marketers and restauranteurs use this information?
- Would this information affect a firm’s promotional mix only, or would it influence the design of their overall marketing mix?
