Buyer behavior is usually influenced by various factors

Buyer style is usu whollyy limitd by various calculates in the merc massise place. These movers overwhelm genial factors, cultural factors, private characteristics and the indigenceal factors among other(a)s. The motivational factor describes the urge and drive that follows the corruptrs to move and suffer their motivatingfully. Various theories and sits progress to been employ to define and pardon how motivation work discloses the emptors manners. unmatchable of the theories is the Maslows hierarchy of necessarily conjecture which carve upifies the ineluctably of people in disparate school aims.The different need bring the purchasing expression of vendees depending on the take of the barter forrs ineluctably. The theory according to many authors is a simplified counseling of apologizeing the need of tainters and how they figure protrude the purchasing sort. new(prenominal) heterogeneous models exist that search to explain how mot ivation influences the buyers carriages. The model by Segmund Freud is one of the complex models that atomic number 18 employ. The coca plant genus genus dope among other companies deport used the motivational factor to influence the commercialize to purchase its drinkables.The telephoner has been developing drinks and merchandise strategies that s sw totally toldow ill-tempered consumers in the securities industry to purchase it crops. The participation has over the years succeeded in becoming the market leader in the light drinks industry. Other companies and organizations fall in adopted the theory to market their products and boost their sales. 1. 0 Introduction Buyer behavior is a run that involves both unreserved and complex mental memberes and is be by Krishna Naik and Reddy (1999) as the observable actions that argon forthwith involved in the purchasing actions or privation thereof by the consumers.It is usually different from consumer behavior which is delimit as the process that involves the purchase, use, experiences and ideas to run into the needs and desires of consumers (Baker, 1998 ). Consumer behavior is also defined as the acts of buyers that atomic number 18 directly involved in the obtaining and securing goods and services. The behavior intromits the ending making processes that are undertaken before the purchasing actions are determined. The buyer behavior on the other hand is limited to the action of purchasing of existing or proposed products or services (Armstrong, 2006).Buyer behavior is usually influenced by several psychological concepts and other factors such as social factors, cultural factors, personal characteristics among others ( smith, 2003). only these factors influence the buying finiss that the buyers make within a particular situation. Social factors include the social status, friends and families who backside influence the buying decisions. Cultural factors include fashion, foods, and beliefs among others while the personal factors include the age, income directs, the lifestyle, personality, likes and dislikes, self concepts among others.All these factors can be used by the manufacturers to influence the buying decisions of approximately of the buyers. Other factors that can be used to influence the buying behavior of individuals include the psychological factors. These are the factors that include perception, motivation, learning and attitudes of the buyers (Armstrong, 2006). This paper reviews literature on motivation as one of the influencing factors of buyer behavior. It also discusses how coca plant poop uses motivation to influence buyers to purchase its products.2. 0 Literature Review Several studies have been carried bulge out on the topic of buyer behavior and more(prenominal) specifically the issue of motivation as a factor that influences buyers in their buying decisions. Motive is defined by the authors Cant, Strydom and Jooste (2009) as the nee ds or wants that perk up one to move and undertake satisfaction. Authors Krishna Naik and Reddy (1999) as intimately as Phillips, Doole and Lowe (1994) have describe motivation as a factor that is related to motion.They describe is as the drive or urge that follows buyers to move and receive their needs and that is strong enough compared to the will to service. They elevate explain that the drive to satisfy the needs is compound by the self image of the specific object lens and the buyers channel their consumer time, money and their energy into their defined purchasing goal. According to authors Cant, Strydom and Jooste, the best theory that helps to classify the renewal of needs and the different argues or motives that influence the buyers purchasing decisions is the theory of classifying needs by Maslow.The authors state the different needs that move buyers to include physiological needs, safety needs, social, ego and self actualisation needs. Their views are backed up by Michale toilette Baker (1998) who elaborates the theory by Maslow stating its relevance and applications programme to the motivation factor. According to the theory as described by Cant, Strydom and Jooste, individuals are motivated to fulfill the needs which they mostly feel at the moment. The needs are felt at different times as Maslows theory dictates, the basic physiological needs come first.These are the needs all individuals seek to achieve first and they include hunger, thirst. Once individuals are able to achieve these needs they are accordingly motivated to satisfy the safety needs. According to capital of Minnesota Russell Smith, the safety needs include the need for credential system, protection, stability, somatogenic well being and order among others. These are the needs that motivate the buyers to purchase things that provide them with the satisfaction of security and safety. These things may include things that offer the buyer security and protection from phys ical harm.Once the buyers are fit with this level of needs they move to the next higher level which is made up of social needs. Paul Copley (2004) defines the social needs are those that motivate the buyers to purchase goods or services that provide them with love, a understanding of belong and acceptance as well as affection. The simple premise intimately the Maslow hierarchy of needs is that the set out level needs must be satisfied before the buyers move to the other levels. The buyers follow the drive that is set by the theory.Once the social needs are satisfied the buyers move to the next level which is the jimmy needs which are next to the self realisation needs. The esteem needs are those that motivate buyers to exact a sense of accomplishment from their purchasing decisions and their buying behaviors. They also give the buyer a sense of status and respect from those around them. According to Smith and Jonathan Taylor (2004), esteem needs can motivate the buyers to pu rchase cars which act as status symbols and that appeal to a particular segment of people.They also state that the Maslows theory can be cyclical since at slightly point buying a home can be due to the basic need to provide shelter and at some other point it might be because of the high level esteem need to act as a status symbol and show prestige or success. The self actualization needs are the highest level of needs that deal with the personal development and individuality. These needs motivate the buyers to purchase goods and services that help them to satisfy a need of self fulfillment.According to Cant, Strydom and Jooste a buyer may be influenced to enroll to an art class as a way of expressing his or her individuality. All the authors who discuss the Maslows hierarchy of needs prove that the theory is only a simple and utile theory that is used to explain in a simplified manner the buyer behavior. According to some of the authors there are other models and theories that can be used to explain how motivation influences the buyer behavior. One of the models that are discussed by Krishna Naik and Reddy is referred to as the psychoanalytic model.It was instituteed by Sigmund Freud who provides some insights to the differences that lie between personality differences and successive behavior. Their study is backed by Smith and Jonathan Taylor who explain that Sigmund Freud, according to his model explains that buyers are motivated by forces that are both conscious and unconscious. Many of the motives that influence the buyers are usually unconscious and they influence the fooling buying decisions. Most of the brands that are in the market today carry subjects that are understood in the subconscious level.This is what motivates the buyers to buy a certain products over others. The approach used in the model breaks raze the personality of the buyer into the identity of the buyer, the ego and the topnotch ego. The identity of the person is made up of the spontaneous drive or urge for good example to eat or drink. The ego is the social learning process and that allows the buyer to interact. Examples of the social process include the buyer politely asking for food. The super ego provides the buyer with a conscience and moral reference. According to the model the actions of buyers are as a result of the preceding conditions.Freud stated that the childhood experiences affect the buyers buying behavior 30 or 40 years later. Authors Krishna Naik and Reddy stated some of the examples of buyer behaviors that are influenced by motivations that are not apparent to the casual observer. One of the examples include a buyer who buys a sports car stating that he bought it for the look and maneuverability. At the subconscious level however, the reason would be that the buyer bought it to look younger and to impress. At a much deeper level the motivation would be for surrogate gratification or unsatisfied internal striving.The casual obser ver or even the buyer himself may not be in a position to see the motivational factors. It may take time before the sellers and marketers can get into the minds of the buyers to continually have marketing success. However the look into requires time, readiness and lot of resources in times of money can lead to very exciting discoveries for the sellers and marketers and even the buyers. It bears noting that all the authors that have studied the topic of buyer behavior have covered the motivation factor in depth.They have proven how motivation can influence some of the factors that influence buyer behavior such as perception, attitude, learning ability and personality. The motivational factor can be achieved by dint of several methods. approximately of the methods include learning about the need from a social perspective, while others are usually instinctive. In light of these perspectives from the different authors, this paper adequately matches up to the study of motivation as o ne of the factors that influences buyer behavior. 3. 0 Application of indigence in coca plant locoweed ships company(i) Overview of coca Cola Company coca plant Cola is the grounds largest company that deals with drink drinks. The companys headquarters are found in Atlanta, Georgia. The company produces several drinks that are cognise to be among the top five leading soft drinks in the world, as it also engages in the marketing of its drinks. The products include Coke, which was the companys original drink, aliment Coke, Fanta and sprite. The company also engages in other drinks such as Minute Maid, Dasani water and PowerAde among others (The Chronicle of Coca Cola, n. d).It operates its own distribution system that is the largest distribution all over the world. This enables the company to deliver its products to its customers easily and in a very efficient manner. The company operates in over 200 countries all over the world with over 1 billion consumers down its products all(prenominal) day (Ferrell, Fraedrich, & Ferrell, 2006). The original drink of the company was substantial in May 8, 1886 by Doctor lav Stith Pemberton who by then was a local apothecary (The Chronicle of Coca Cola, n. d). He produced the syrup which he later came to name as Coca Cola with the help of Frank M. Robinson.Dr Pemberton started selling the drink by his business with sales averaging at 9 drinks per day. He later exchange portions of his business to several partners and just before his death in 1888 he sold the remaining portion to Asa G. Candler who proceeded to buy all the rights of the product thereby gaining complete control. In 1892, Mr. Candler registered the Coca Cola Company in the U. S. He then started publicizing the product seriously through promotions where he distributed panegyrical glasses of Coca Cola, souvenir fans, calendars, clocks among other things that all had the trade mark of the company.By 1895, Coca Cola had spread into every state within the U. S (The Chronicle of Coca Cola, n. d). (ii) Motivation as a factor used to influence Coca Cola Consumers The Coca Cola Company is known for its most recognized trademark and brand name all over the world. The drink Coca Cola is estimated to have a trademark value of over $25 billion (Ferrell, Fraedrich, & Ferrell, 2006). The company has undertaken extensive market research all over the world as a way to maintain its leadership role in terms of market share over its competitors.The company has been increasing its market share and its profits of Coca Cola. It promises its consumers that it exists to benefit and refresh all persons that are affected by its business. It has therefore developed several initiatives that seek to portray social responsibility of the company as a way of enhancing its trademark. One of the initiatives is to inspire moments of best performance and creating value by making a difference in all the activities that the company undertakes. In this way, they are able to satisfy the needs and desires of their customers through its portfolio of brands.The company has used the motivation factor as a way to influence the buyers to purchase its products. Motivation as a buyer behavior factor influences the perception and learning factors of the buyer and leads to influencing the buyer decision to buy a product (Smith, 2003). Using this fellowship and understand, the company has been engaging in extensive advertisement of its products as a way of influencing the buyers behavior to purchase them. It has produced many advertisements that have been used to motivate the buyers decisions and that lead to an increase of its sales.A recent example of a marketing schema that the company has used to motivate the consumers to purchase its Coca Cola drink was during the recent World cup 2010 in southbound Africa. The company developed a marketing strategy that resulted to the development of a partnership between musician Knaan and A&M/Octone Reco rds (Stanford, 2010). They developed a Coca Cola theme song that reached out to the young consumers who loved soccer and pop music. The marketing strategy led to the boosting of sales of Coca Cola as the song motivated the young consumers to buy the drink.Marketing is about determining the needs and desires of consumers and skillfully conveyance the products of the company in terms of their benefits to the consumers and proving this to them (Cant, Strydom, & Jooste, 2009). The message that is conveyed to the consumers about the products then motivates them to buy the product. The Coca Cola Company has used this approach to reach out to the market and influence the buyers to purchase its products. One of the products of the company is the viands Coke.The company launched the product with an aim of reaching out to the young adult generation that was mindful about its health. It also launched a marketing strategy that would motivate more buyers to stay extraordinary as they restrain their occasional achievements (The Coca Cola Company, 2010). The marketing strategy was used to show how the consumers of the drink would benefit from consuming the drink and get most out of their daily life. The marketing strategy would still portray the message of staying healthy to its consumers in a bid to labour its diet coke product.