Consumer Behaviour Essay Example | Topics and Well Written Essays - 1500 words

Consumer Behaviour - Essay Example It is not necessarily the primary goal of the individual and can be adequate to avoid uncomfortable tension which can arise out of the absence of the primary goal. Deprivation of the primary goal generally results in the attainment of primary goal status of the substitute goal. This can be regarded as a defence mechanism for individuals in order to protect their ego. For example, an individual who cannot afford a very high priced and luxurious car may actually find contentment and satisfaction with less expensive car and consider its image as the one he clearly prefers (Schiffman, 1988, p.97). Defence mechanism is regarded as the way in which individuals cope with frustrations or a frustrating situation in order to protect their self esteem or self image. This can be explained by an example. When an individual cannot afford apparel that she craves for, she can satisfy her craving by a number of different ways. She might opt for less expensive apparel or she can also react to situatio n by showing anger and frustration towards her boss who does not provide her with the money she would like to have for buying the dress. The other alternative is that she could persuade herself to understand that that the dress does not look as good as it should be as per its price. The two cases can be regarded as aggression and rationalization respectively. These two are the defence mechanism which people adopt in order to protect their own ego from the feeling of failure when they are unable to accomplish their goals. The types of defence mechanisms that individuals undertake are numerous and far from being exhaustive. This is because of the fact that individuals generally develop their own ways of fighting frustrating situations to protect their self esteem arising from apprehensions and anxieties that result from the experience of failures. It is essential for marketers to consider these facts during constructing advertisements and selecting advertising appeals. In this markete rs can emphasize on the product in which they portray an individual resolving a specific frustrating situation by the use of the advertised product. Needs are considered one of the most crucial essence of marketing concepts. Marketers do not generally create the need in individuals but rather make consumers aware of the needs. Needs and goals constantly keep changing in response to the changing environment, physical conditions, and interactions with people around and experiences. With the attainment of a goal, consumers strive to attain a new goal and consequently develop new needs. In case they are unable to attain a particular goal they keep striving for old goals or develop substitute goals. It is crucial for marketers to identify the people’s needs while producing a product. Additionally, when they launch a particular product marketers also have the important responsibility of generating awareness among the consumers about their need for the product (Prakashan, 2006, p.7. 4). Types of motives of individuals, is an associated concept which marketers must understand along with needs. Motivation is the driving force within individuals which impels them to take a particular course of action. Many of the needs of individuals can remain dormant most of