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MCE UNIT 9 UNDERSTANDING CONSUMERS WHY DO PEOPLE SHOP? marketer is seeking to address three basic questions: Why does the customer want to buy a particular product or service? How will he or she decide which option to purchase? What factors may influence this decision? Consumer Motivation The study of consumer motivation essentially addresses the question: "Why do people shop?" According to Tauber, there are two main categories of motivation for shopping: Personal Motives: Role Playing Diversion Self-Gratification Learning Physical Activity Sensory Stimulation Social Motives: Social Interaction Peer Affiliation Status & Authority Pleasure of Bargaining Motivation: The Psychodynamic Approach Motivation featured prominently in Freudian theory. Freud himself subscribed to the principle of psychological determinism; the idea that no aspect of human behaviour is ever accidental, even if it appears so to us at times. Key to this deterministic view of behaviour is the dynamic unconscious, hidden drives, desires, fantasies and anxieties directing all behaviour. the topographical model of the mind. consists of three psychological apparatus;...

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