Consumer Motivation and Decision making: An experiential view

People affected by motivation which can influence human to act something for a ​particular ​purpose such as make decision when they are shopping. HKTDC Food Expo be an example to explain more about the consumer motivation, involvement and consumer decision making.

HKTDC Food Expo is one of the biggest impressive Trade Show in HK. There are more than two hundred food companies come from around the world to sell and display their own products such as snacks, beverages and soya sauce to buyers and spoiling public visitors with mouth-watering delicacies. Those exhibitors are going to foods samples to let public to have an experience with their products.

Solomon (2014)points out others three types of motivations on  decision making:
( iPhone and android smart phone will be the examples to explain it)

1. Cognitive :self-regulations and self-actualization (Maslow's Hierarchy of Needs)  that about deliberate, rational and sequential. Most people are wondering to buy high quality products with low price, so they like to compare all aspects such as  prices,tastes and experiences to help to make a decision. In the food expo, there are many foods stalls to provide free or cheaper sample to visitors to get an experiences with their products. It creates experiences of small, vision and taste to public.

2. Habitual is about personal behavioral, unconscious and automatic. The way or the thing that you used to it. For example, my friends and i went to Food Expo look for some new products. All of us used to ask "how is it?" when we try something new to get some comments, which create the base concept with the products. All those comments will stay in our hand , lead us to make a decision next time.

3. Affective is including emotional and instantaneous that  how people feel about it or how people make a decision from emotional or instantaneous. In fact, people are willing to try new foods or beverages in Food Expo because there are some people who show what they feel with the product on their face. Therefore, poeple can feel it by theirselves with self-sensory (slight/ small and taste) as well.

 

On the other hand, affiliation, power and uniqueness are the classifying consumer which cause decision making. For personal, my motivation is the thing is necessary, useful, powerful which can help me to solve the problem such as i buy a new smart phone for contact and play. Moreover, i wondering the phone is unique or special.

Purchase decisions are the concepts that to make human decides to buy something they needs or wants.


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Judith Lynne Zaichkowsky (1985), "Measuring the involvement Construct on Marketing," Journal of Consumer Research 12:341-352.

Solomon, Michael R (2015) "Consumer behavior: buying, having, and being "