Consumer Behaviour Theory Essay
MAR210 Marketing Behavior
Assignment: 1
Consumer Behavior Theory Essay
How Open Universities Australia can enhance their service experience and product quality through an understanding of their customer’s needs and motivations
Word Count: 2,328
Introduction
Consumer needs and motivations are paramount in enhancing service experience and product quality. Motivations are the inner reasons that drive humans to address real needs (Babin & Harris 2013, p. 85), activating behavior and giving these needs direction (Mittleman & Rojas-Méndez 2013, p. 310). When marketers fail to understand consumer needs and motivations they produce goods and services, which ultimately solve the wrong problem, enhancing products that are irrelevant to their customer’s needs (Christensen, Hall & Cook 2005, p.76). This essay explores recent developments in academic literature and the application of marketing theories for enhancing service experience and product quality through an understanding of consumer needs and motivations. The Freud and Pavlovian are discussed before investigating Maslow’s heirachy of needs. Theories and developments are then applied to Open Universities Australia (OUA). OUA was established in 1993 as Open Learning Australia and provides higher education distance learning opportunities to a diverse range of students. The organisation offers over 1,700 units and 180 qualifications online through a range of leading Australian Universities allowing students to be awarded undergraduate and postgraduate degrees from these providers. OUA’s commitment to its customers is to overcome traditional university entry barriers, permitting students to study the same qualifications as those offered on campus, anywhere and at any time (OUA 2013).
Needs and motivations theory and recent developments
Consumer motivations are highly dynamic and constantly change in reaction to life experiences (Veronika 2013, p.27).
Assignment: 1
Consumer Behavior Theory Essay
How Open Universities Australia can enhance their service experience and product quality through an understanding of their customer’s needs and motivations
Word Count: 2,328
Introduction
Consumer needs and motivations are paramount in enhancing service experience and product quality. Motivations are the inner reasons that drive humans to address real needs (Babin & Harris 2013, p. 85), activating behavior and giving these needs direction (Mittleman & Rojas-Méndez 2013, p. 310). When marketers fail to understand consumer needs and motivations they produce goods and services, which ultimately solve the wrong problem, enhancing products that are irrelevant to their customer’s needs (Christensen, Hall & Cook 2005, p.76). This essay explores recent developments in academic literature and the application of marketing theories for enhancing service experience and product quality through an understanding of consumer needs and motivations. The Freud and Pavlovian are discussed before investigating Maslow’s heirachy of needs. Theories and developments are then applied to Open Universities Australia (OUA). OUA was established in 1993 as Open Learning Australia and provides higher education distance learning opportunities to a diverse range of students. The organisation offers over 1,700 units and 180 qualifications online through a range of leading Australian Universities allowing students to be awarded undergraduate and postgraduate degrees from these providers. OUA’s commitment to its customers is to overcome traditional university entry barriers, permitting students to study the same qualifications as those offered on campus, anywhere and at any time (OUA 2013).
Needs and motivations theory and recent developments
Consumer motivations are highly dynamic and constantly change in reaction to life experiences (Veronika 2013, p.27).
References: Babin, BJ & Harris, EG, 2013, CB5, Mason, Ohio: South-Western. Open.edu.au. 2014. Getting advice - Open Universities Australia. [online] Available at: https://www.open.edu.au/student-admin-and-support/student-support-services/getting-advice/ [Accessed: 12 Jan 2014]. Open.edu.au. 2014. Open Learning Australia - Open Universities Australia. [online] Available at: http://www.open.edu.au/about-us/who-we-are/open-learning-australia/ [Accessed: 10 Jan 2014].