Rational and Emotional Motives
Amalia dos Ramos
17830176
Industrial Psychology 224
Ms L Bailey
24 March 2014
Assignment 2: Rational and Emotional Motives
INTRODUCTION
When consumers think of ice cream, majority picture the brand with the enormous red heart logo, OLA. From an indulgent classic Magnum ice creams to the delicious Rich ‘n Creamy, OLA offers a large variety of frozen treats*. Magnum was owned by a Dutch UNILEVER company and sold as part of the Heartbrand line of products in most countires.* Magnum was launched in Germany in January 1989 as an upmarket ice cream. OLA serves many classical and fruity ice creams such as the famous Magnum, Cornetto and Solero. UNILEVER is the world’s biggest ice cream manufacturer selling in more than forty countries. Magnum is number 1 in the impulse ice cream segment*.
OLA Magnum is facing a frightful fall in sales in South Africa with a decrease from 8.5% to 5%. This is due to an increase in the competitive market globally and locally. OLA has many product innovation and development that needs to be marketed correctly in order to increase the sales percentage.
In order to understand consumers needs and wants, one has to examine their motives. Motivation is a driving force within individuals that impels them to action*. It is produced by an unfulfilled need. Consumers subconsciously have a subsequent behaviour that achieves their goals. As a consumer behaviour expert, one needs to understand the behaviourist’s perspective by examining rational and emotional motives in order to understand and increase the sales growth of OLA Magnum.
CONTENT
Rational Motives
Rational motives are traditionally factors that influence consumers to carefully consider all the alternatives and to choose the greatest utility. These motives are conscious, factual and logical reasons for purchase.* Consumers analyse the total product/service by size, weight and price and then have a chosen conclusion. OLA Magnum management team needs to understand
17830176
Industrial Psychology 224
Ms L Bailey
24 March 2014
Assignment 2: Rational and Emotional Motives
INTRODUCTION
When consumers think of ice cream, majority picture the brand with the enormous red heart logo, OLA. From an indulgent classic Magnum ice creams to the delicious Rich ‘n Creamy, OLA offers a large variety of frozen treats*. Magnum was owned by a Dutch UNILEVER company and sold as part of the Heartbrand line of products in most countires.* Magnum was launched in Germany in January 1989 as an upmarket ice cream. OLA serves many classical and fruity ice creams such as the famous Magnum, Cornetto and Solero. UNILEVER is the world’s biggest ice cream manufacturer selling in more than forty countries. Magnum is number 1 in the impulse ice cream segment*.
OLA Magnum is facing a frightful fall in sales in South Africa with a decrease from 8.5% to 5%. This is due to an increase in the competitive market globally and locally. OLA has many product innovation and development that needs to be marketed correctly in order to increase the sales percentage.
In order to understand consumers needs and wants, one has to examine their motives. Motivation is a driving force within individuals that impels them to action*. It is produced by an unfulfilled need. Consumers subconsciously have a subsequent behaviour that achieves their goals. As a consumer behaviour expert, one needs to understand the behaviourist’s perspective by examining rational and emotional motives in order to understand and increase the sales growth of OLA Magnum.
CONTENT
Rational Motives
Rational motives are traditionally factors that influence consumers to carefully consider all the alternatives and to choose the greatest utility. These motives are conscious, factual and logical reasons for purchase.* Consumers analyse the total product/service by size, weight and price and then have a chosen conclusion. OLA Magnum management team needs to understand