Consumer Mind Set: Motivation

Nonfiction, Entertainment, Drama, Anthologies
Cover of the book Consumer Mind Set: Motivation by Christoph Stockstrom, GRIN Publishing
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Christoph Stockstrom ISBN: 9783638403993
Publisher: GRIN Publishing Publication: July 29, 2005
Imprint: GRIN Publishing Language: English
Author: Christoph Stockstrom
ISBN: 9783638403993
Publisher: GRIN Publishing
Publication: July 29, 2005
Imprint: GRIN Publishing
Language: English

Seminar paper from the year 2003 in the subject American Studies - Culture and Applied Geography, grade: 1,0, University of Hamburg, 9 entries in the bibliography, language: English, abstract: Introduction We know nothing about motivation. All we can do is write books about it. PETER F. DRUCKER Motivation is a hypothetical construct serving to explain the stimuli of human behavior1, i.e. it describes what 'makes people tick'. Hence, understanding motivation is of vital importance whenever one interacts with other people. In the field of business it is especially relevant in organization science and marketing. While organization science emphasizes the motivation of employees, marketing focuses on the motivation of consumers in order to enable a company to design products which meet consumers' needs and wants. In this context '[t]he investigation of motivation is central to understanding the acquisition, consumption, and disposition of goods, services, and ideas.'2 Taking into account the fundamental role of motivation as a key driver of human behavior, PROFESSOR DRUCKER'S claim would indicate that marketing managers would largely have to rely on luck when designing and marketing their products. However, the situation concerning targeted marketing activities does not seem to be so bleak, if one considers that some companies consistently outperform others. Merely attributing this to a luckier marketing department therefore seems inappropriate. Hence, it is the aim of this paper to probe PROFESSOR DRUCKER'S opinion and shed some light on the different aspects of motivation in consumer research. This requires taking into account the theoretical background of motivation, as well as an analysis of the problems practitioners face when measuring this hypothetical construct. Moreover, one has to investigate how they use these results to derive appropriate marketing strategies. For this purpose, the paper is organized as follows: The second section - without claiming to be exhaustive - provides an overview of the theory necessary to appreciate the importance of motivation. The third section turns to the practical implications considering the collection of information on motivation and the exploitation of this data for marketing purposes. The paper finishes with a summary of the obtained results.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Seminar paper from the year 2003 in the subject American Studies - Culture and Applied Geography, grade: 1,0, University of Hamburg, 9 entries in the bibliography, language: English, abstract: Introduction We know nothing about motivation. All we can do is write books about it. PETER F. DRUCKER Motivation is a hypothetical construct serving to explain the stimuli of human behavior1, i.e. it describes what 'makes people tick'. Hence, understanding motivation is of vital importance whenever one interacts with other people. In the field of business it is especially relevant in organization science and marketing. While organization science emphasizes the motivation of employees, marketing focuses on the motivation of consumers in order to enable a company to design products which meet consumers' needs and wants. In this context '[t]he investigation of motivation is central to understanding the acquisition, consumption, and disposition of goods, services, and ideas.'2 Taking into account the fundamental role of motivation as a key driver of human behavior, PROFESSOR DRUCKER'S claim would indicate that marketing managers would largely have to rely on luck when designing and marketing their products. However, the situation concerning targeted marketing activities does not seem to be so bleak, if one considers that some companies consistently outperform others. Merely attributing this to a luckier marketing department therefore seems inappropriate. Hence, it is the aim of this paper to probe PROFESSOR DRUCKER'S opinion and shed some light on the different aspects of motivation in consumer research. This requires taking into account the theoretical background of motivation, as well as an analysis of the problems practitioners face when measuring this hypothetical construct. Moreover, one has to investigate how they use these results to derive appropriate marketing strategies. For this purpose, the paper is organized as follows: The second section - without claiming to be exhaustive - provides an overview of the theory necessary to appreciate the importance of motivation. The third section turns to the practical implications considering the collection of information on motivation and the exploitation of this data for marketing purposes. The paper finishes with a summary of the obtained results.

More books from GRIN Publishing

Cover of the book South African foreign policy and SADC goals - lockstep or deadlock? by Christoph Stockstrom
Cover of the book What's worth a university? Changes in the lifestyle and status of post-2000 European graduates by Christoph Stockstrom
Cover of the book Sustainable Supply Chain Management in the chocolate industry by Christoph Stockstrom
Cover of the book Tackling the Farmer-to-Market-Linkage Problem for Small-Scale-Farmers in Sub-Saharan Africa by Christoph Stockstrom
Cover of the book Immigration and the policy of language by Christoph Stockstrom
Cover of the book Transport policy in Europe by Christoph Stockstrom
Cover of the book Brasília - an analogy of modernism by Christoph Stockstrom
Cover of the book Food, Fitness, Fun - trends in hospitality today by Christoph Stockstrom
Cover of the book Censorship in contemporary Russia by Christoph Stockstrom
Cover of the book Harmonization of company law in Europe by Christoph Stockstrom
Cover of the book Sarah, ein Leben zwischen Geborgenheit, Liebe und Anspannung by Christoph Stockstrom
Cover of the book The importance of Henry Ford in the evolution of modern business practice by Christoph Stockstrom
Cover of the book Analysis of Shelley's 'Ode to the West Wind' by Christoph Stockstrom
Cover of the book Chong Son - The development of true-view landscape painting by Christoph Stockstrom
Cover of the book Problems of the Victorian Age as reflected in the poetry of Matthew Arnold, Elizabeth Barrett Browning, and Alfred Tennyson by Christoph Stockstrom
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy