BS2535 Buyer Behaviour Coursework 2017

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 Table of Contents
Application of consumer Behaviour Theories...........................................................................3
Explanation of the purchase of a new car such BMWi using Maslow Hierarchy of Needs. .3
Psychological Needs..........................................................................................................3
Safety Needs.......................................................................................................................4
Love, friendship and Sense of Belonging..........................................................................4
Esteem Needs.....................................................................................................................5
Self-Actualisation Needs....................................................................................................5
Explanation of the purchase of a new car such BMWi using Sensory Systems (perception)5
Explanation of the purchase of a new car such BMWi using Classical Conditioning
(learning)................................................................................................................................7
Explanation of the purchase of a new car such BMWi using Self-Image Congruence (self-
concept)..................................................................................................................................8
Reflective Statement................................................................................................................10
References................................................................................................................................12

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Application of consumer Behaviour Theories

Explanation of the purchase of a new car such BMWi using Maslow Hierarchy of Needs

Maslow hierarchy of needs articulates that specific needs of an individual are to be fulfilled

prior to meeting the higher order needs. The psychological needs are placed at the bottom of

the pyramid of the Maslow hierarchy of needs, which is followed by safety needs, Esteem

needs, and self-actualization needs (Taormina & Gao, 2013; Solomon et al., 2009). The

subsequent section explains the purchase of new care such as such BMWi using Maslow

hierarchy of needs.

Psychological Needs

Psychological needs of an individual are placed at the bottom of the pyramid and it signifies

the basic needs of an individual that all individuals continuously strive to satisfy. The

psychological needs are a priority and thus all individuals in a given market strive to satisfy it

(Rakowski, 2011). Consumers cannot satisfy other needs unless the psychological needs are

satisfied. Correspondingly, unless the psychological needs of the customers are fulfilled, they

will continuously strive to satisfy these needs and thus other needs in the hierarchy provide

insufficient motivation to customers (Rakowski, 2011). However, in the case of high-end

products such as BMWi cars, it is quite difficult to create demand for the product. In this

regard, cost or prices of BMWi can be regarded as a major determinant that influences the

ability of the consumer to purchase the BMWi cars. Notably, the satisfaction of the

psychological needs requires a low cost for individuals. However, when purchase decision for

the consumers, BMWi cars may not be ideal choice although it satisfies the individual's needs

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but not cheaply. There are several other companies that sell cars and position itself in such a

way that it is perceived by consumers to meet their needs of transportation at the best price.

Safety Needs

As far as safety needs are concerned, it can be argued that safety needs more complex than

psychological needs. In this regard, it can be stated that unlike psychological needs, the safety

needs do not focus on short-term or immediate needs satisfaction rather it deals with long-

term issues (Barling, 1977; Oleson, 2004). Given the importance of safety needs, consumers

can be identified to spend considerable time in making their choice for products. Though it

can be argued that cost serves as the most important determinants of consumers purchase

decisions, but safety is another important aspect for which consumers are often willing to

spend huge sum in order to ensure they are safe (Nagar & Sharma, 2016). Given the case

study, it has been found that BMWi cars make use of more advanced technologies compared

to those used in the conventional cars which also ensure adequate safety features and meet

the demand of everyday use of the consumers. The increased safety feature can also be

argued to influence the other needs in the hierarchy pyramid. It is therefore, BMW can easily

convince the customers that the product it is offering is best in the category.

Love, friendship and Sense of Belonging

Love, friendship and sense of belonging are some of the important aspects that significantly

influence how individuals feel and perceives. The need of support and love, in fact, forms an

integral element of the everyday life of an individual. It is quite difficult to lead a life without

any connection (Baumeister & Leary, 1995). Currently, organizations have identified the

importance of these needs and are articulating it in their products to attract potential

customers (Kreitner, R. & Kinicki, 2003). Concerning the BMWi cars, it has been ascertained

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that the company has elegantly designed the cars and offer ample of space for passengers to

travel with their family. Besides, the BMWi car offers customers with an opportunity to

demonstrate their love and care for the environment. Correspondingly, the eco-friendly nature

of the car might appeal the customers to purchase it.

Esteem Needs

Esteem needs are the fourth layer of Maslow hierarchy of needs that deals with aspects

related to respect, appreciation and achievement. In the current business environment, the

aspects of self-esteem, respect, and appreciation play an important role in making a purchase

decision by consumers. This is because some of the buying decisions are driven by

personality attributes as well as how they want to be perceived by others (Rakowski, 2011;

Truong, & McColl, 2011). Given the case study, BMW is a huge brand and is perceived as a

symbol of status by people. Moreover, BMWi comes with exclusive features and

technologies that distinguish it from other conventional cars. The interior of the BMWi, the

dashboard, seats, and doors reflect exclusive touch. Hence, these factors are more likely to

influence the purchase decision of consumers looking to buy BMWi cars.

Self-Actualisation Needs

Once all the needs are satisfied, consumers move towards self-actualization, which means

that they are less likely to influence by outside forces. The consumers at this stage exactly

know what they want and who they are. It is difficult for many companies to change the

minds of the consumer. Though they may purchase the products found at other levels they are

less likely to be influenced by outside forces (Wolfe & Sisodia, 2003).

Explanation of the purchase of a new car such BMWi using Sensory Systems

(perception)

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In the recent years, sensory system is gaining immense importance in explaining most of the

consumer purchasing decisions. Accordingly, sensory system is argued to have a significant

impact on the buying perception of consumers towards particular brand or products (Latasha

et al., 2016; Rathee & Rajain, 2017). Notably, sensory system is based on the aspects that

consumers are more likely to form, memorize and discover the mind where all five senses

including sight, smell, sound, taste, and touch are involved. These senses allow consumers to

develop strong and long lasting emotional connection with the particular brand such as

Porsche cars and triggers consumer perceptions of an abstract idea about the cars (Hussain,

2014). In other words, the sensory system leads the consumer to self-generate attribute

regarding Porsche cars rather than those provided by the advertisers or marketers (Krishna,

2011). It affects the perceived notions of abstract attributes related to Porsche cars such as

elegance, sophistication, and innovativeness among others. For example, when a consumer

hears the sound of a care, the consumer is more likely to perceive physical feature of the car.

When the sound of the care is found to be congruent with expectations of the consumers, they

tend to perceive and evaluate the car positively and are more willing spend money for

purchasing the product. On the contrary, when consumers find that the sound does not meet

their expectations, they tend to develop negative perception regarding Porsche cars and are

less likely to purchase the car. Similar explanations can also be attributed to other senses

including visual, smell, taste and touch (Latasha et al., 2016; Krishna, 2011).

BMWi, it is produced by one of the most popular and most trusted automobile brands that is

the BMW Group, which is also known for its elegant automobile design and innovation.

Correspondingly, consumers who are intending to purchase BMWi are more likely to develop

positive perception (Hussain, 2014). In addition, consumers are also more likely to self-

generate certain abstract attributes based on their past experience with BMW products. In this

context, consumers are more likely to relate BMWi with a powerful engine, elegant interior,

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and comfort among others. Such perceptions of the consumers towards the BMWi cars are

more likely provide consumers with the reasons to make a purchase decision. In addition, the

visual perception of the consumers also helps consumers to judge or perceive the quality of

BMWi cars as well as other features of the cars which can have a considerable impact on the

consumer buying behavior (Latasha et al., 2016; Krishna, 2011).

Explanation of the purchase of a new car such BMWi using Classical Conditioning

(learning)

The theory of classical condition was first coined by Russian physiologist Pavlov in 1927

(Foxall, 2002). The theory deals with an unconditioned stimulus that is related to a biological

stimulus which elicit certain response due to the repeated paired with the stimulus which

generates stimulus. In this regard, the stimuli that cause unconscious and automatic response

are called unconditioned stimuli. In addition, the theory of classical conditioning further

notes that when a neutral stimulus triggers similar response due to repeated pairings, it results

in conditioned stimulus. Likewise, the responses that are triggered by the conditioned

stimulus are called conditioned response. In addition, this theory notes that classical

conditioning can be achieved not only through unconditioned stimulus but also through a

conditioned stimulus that has been previously experienced by an individual. Moreover, this

theory firmly argues that classical conditioning behavior is largely controlled by a stimulus

that tends to occur prior to displaying certain behavior (Pornpitakpan, 2012).

It can be strongly argued that classical conditioning theory plays an important role in the field

of consumer behavior as well as marketing strategy of car manufacturers such as Porsche and

BMW. In this regard, it has been argued that when a new car is launched in the market,

consumers generally have neutral feeling but when the products are repeatedly advertised in

it associations with certain exciting events, it is highly possible that the cars may also

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generate excitement among the customers on its own due to its repeated pairing with the

event. It is, therefore, car companies across the world often use stimuli to their advertisement

with the objective to generate emotions among the potential customers conditioning (Stuart et

al., 1987; Stahl et al. 2009). At the same time, it has been argued that classical condition has

considerable implications on the consumer behavior, which can be attributed to positive,

negative or neutral behaviors (Pornpitakpan, 2012). Correspondingly, due to the impact of

classical conditioning, consumers may demonstrate behavior to purchase, avoid or to be

indifferent towards certain products like Porsche or BMW cars. Considering the product

related stimuli in the context of BMWi, it can be argued that external stimuli such as eco-

friendly nature of BMWi can be paired with the BMWi cars so that the cars trigger the

positive effect. Thus, the behavior that emerged can facilitate the company to bring the

customers closer contact to the BMWi cars. Correspondingly, if the product triggers positive

effect, the customers exposed to the cars are more likely to display positive behavior and if

the negative emotions are triggers, it can lead to an unfavorable response to the cars. To that

extent, the classical conditioning has the tendency to influence the product purchase and other

related behaviors.

Explanation of the purchase of a new car such BMWi using Self-Image Congruence

(self-concept)

The self-image of customers is argued by many scholars to have a significant impact on the

consumer purchase decision. As per this theory of self-image congruence, consumers are

more likely to buy products when their self-image is similar to that of the product or brand

image. In the past, the theory of self-image congruence has been widely used by the scholars

and marketers to understand and predict consumer behaviors (Sirgy et al. 1997). Self-image

congruence in its broad meaning is defined as the match between the self-concept of the

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customers with the product or brand image (Sirgy, 1985). It has been noted that consumers

purchase or consumes products or services not only for functional value but also because of

symbolic meaning. In this regard, it has been noted that every customer has certain symbolic

image towards particular brand or products which is basically a stereotypic personality image

held by customers towards a product. Notably, the purchase of a product by a customer

reflects certain social patterns, motivation, and personal attributes. For example, people often

purchase and use luxury brands in order to reinforce their status in the society (Hosany &

Martin, 2012). Correspondingly, a certain group of customers purchases a particular product

for self-expression. This theory of self-image congruence can also be identified to make

similar assumptions of esteem needs of the theory of Maslow’s hierarchy of needs.

In addition, it has been contended that customers are usually motivated to purchase and

consume products which facilitate in maintaining and enhancing the self-concept of the

customers. In marketing research, four different dimensions of self-concept are identified that

include actual self-concept, idea self-concept, social self-concept and ideal social self-concept

(Ekinci & Riley, 2003). According to Sirgy (1982), when the product image interacts with

one or more self-concepts (actual self-concept, idea self-concept, social self-concept, and

ideal social self-concept) customers tends to develop a positive, negative or indifferent image

which influences the consumer purchase behavior and their choice.

In addition, Sirgy & Danes (1982) identified four distinct situations that might arise due to

the interaction of consumer’s self-image and the product image which has the tendency to

influence the consumer purchase behavior. Applying those four conditions in the case of

BMWi it can be comprehended that when the positive self-image of customers match with

the positive product image it can lead a situation of positive self-congruity which has the

greater possibility to satisfy their self-concept and thus motivate them to purchase the BMWi

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cars. On the other hand, if the negative self-image corresponds with the positive product

image, it can lead to the condition of positive self-incongruity. In such situation, customers

may still approach to purchase BMWi cars in order to satisfy their unmet ideal image.

Notwithstanding, if the negative product image interacts with the negative self-image held by

the customers, it can lead to the emergence of the negative self-congruity condition, in which

they are less likely to be motivated to purchase BMWi cars. Similarly, if the negative product

image interacts with the positive self-image, it can lead to a situation referred as negative

self-incongruity. In such situation, customers are more likely to avoid the product as they may

find the product to be lacking desired image necessary for satisfying their self-esteem (Sirgy

& Danes, 1982).

Reflective Statement

Attending the tutorials in the autumn semester was a unique experience for me, which

allowed me to deepen my knowledge and understanding regarding different concepts of

consumer behavior. Before attending these tutorials, I have very limited understanding

regarding the concepts of consumer behavior but these tutorials undoubtedly enhanced by

knowledge and understanding of consumer behavior theories and concepts as well as their

relevance in the marketing practice. These tutorials offered me valuable understanding

regarding the facts that consumer behavior is a dynamic concept and is influenced by several

factors. Marketers in order to ensure the effectiveness of their marketing strategies, it is

essential for them to develop a comprehensive understanding regarding various factors and

variables influencing the consumer behavior.

More importantly, the tutorials offered significant opportunity for me to apply a variety of c

theories to understand the consumer behavior in the marketplace. Notably, prior to these

tutorials I have strong beloved that Maslow’ hierarchy needs can only be applied in the
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human resource domain, but after attending these tutorials I was able to comprehend that

motivational theories like Maslow’s hierarchy needs can also be applied in the field of

consumer behaviour to acquire better insight and knowledge about the consumer behaviour.

In addition, these tutorials also facilitated in deriving knowledge pertaining to the importance

of customer perceptions while making product offerings to them and how consumer

perceptions towards products can contribute in influencing their purchase behavior.

Moreover, it is worth mentioning that the tutorials also contributed in understanding the

importance of symbolic image such as brand and logo which the customers attached to their

lifestyle and how this symbolic or stereotype feelings shape the consumer purchase behavior.

Notably, it has been learned that customers purchase decision is not only influenced by the

functional value of the product but is strongly related to the symbolic meaning that they

attach with the product. Particularly, in the context of automobile products such as BMWi

cars, it has been learned that customers are more likely to place significant importance on the

symbolic aspect of the product.

Notwithstanding, the knowledge and insight that I acquired from the tutorials were indeed

very helpful for me for constructing the essay. It made it quite easier for me to understand a

variety of concepts related to consumer behavior and effectively relate with the given case

study to draw arguments and discussions. On a further note, I would like to state that I am

looking forward to attending such tutorials in future as well as and sharpen my knowledge

base by implementing the understand thus derived from the tutorials in practice scenario.

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