A Critical Review of Consumer Motivation in Purchasing a Kitchen Stove
Assignment 1
A critical review of consumer motivation in purchasing a Kitchen stove
Table of Contents
Abstract 2.
List of Tables 3.
List of Figures 4.
Introduction 5.
Motivation 5.
Means End Analysis 7.
Product Attributes 8.
Product Benefits and Values 9.
Semiotic 10
Conclusion 11
References cited 12
Appendixes
A.Ilve advertisement 13
ILVE 60CM Electric Oven with Gas Cooktop Stainless Steel T60LMP.
Today’s marketers acknowledge that understanding consumer motivation and in particular their needs, will give them the edge in selling their products. Definition of Motivation. Examining consumer motivation by using means end analysis we can see the influences that impact on the decisions buyers make when purchasing a stove. The ILVE kitchen stove, model number T60LMP, a 60cm Electric Oven with a gas cooktop is the product used in this paper . The stove is a robust Italian hand-made product which has been designed for compact kitchens, it main features include the cool touch technology, wok burner, pizza and bread function, the separate storage and warming compartment and a very impressive 00C to 1750C heating in 6 minutes. It has been found that the main buyers of cooking appliances are homeowners as well as home development companies (Kitchen Appliances Industry Profile: Global, 2010). Lastly, using Maslow’s hierarchy of needs and McClellands trio of needs theory, it can be shown how marketers apply these theories to consumer behaviour in their advertising campaigns.
As Schiffman (2008) states, “Human needs or, in this case, consumer needs are the basis of all modern marketing. Needs are the essence of the marketing concept.”(Schiffman, 2008, p.). Needs are the primary source of all human actions, and it becomes a motive when aroused to a sufficient level (See Fig 1.)
A critical review of consumer motivation in purchasing a Kitchen stove
Table of Contents
Abstract 2.
List of Tables 3.
List of Figures 4.
Introduction 5.
Motivation 5.
Means End Analysis 7.
Product Attributes 8.
Product Benefits and Values 9.
Semiotic 10
Conclusion 11
References cited 12
Appendixes
A.Ilve advertisement 13
ILVE 60CM Electric Oven with Gas Cooktop Stainless Steel T60LMP.
Today’s marketers acknowledge that understanding consumer motivation and in particular their needs, will give them the edge in selling their products. Definition of Motivation. Examining consumer motivation by using means end analysis we can see the influences that impact on the decisions buyers make when purchasing a stove. The ILVE kitchen stove, model number T60LMP, a 60cm Electric Oven with a gas cooktop is the product used in this paper . The stove is a robust Italian hand-made product which has been designed for compact kitchens, it main features include the cool touch technology, wok burner, pizza and bread function, the separate storage and warming compartment and a very impressive 00C to 1750C heating in 6 minutes. It has been found that the main buyers of cooking appliances are homeowners as well as home development companies (Kitchen Appliances Industry Profile: Global, 2010). Lastly, using Maslow’s hierarchy of needs and McClellands trio of needs theory, it can be shown how marketers apply these theories to consumer behaviour in their advertising campaigns.
As Schiffman (2008) states, “Human needs or, in this case, consumer needs are the basis of all modern marketing. Needs are the essence of the marketing concept.”(Schiffman, 2008, p.). Needs are the primary source of all human actions, and it becomes a motive when aroused to a sufficient level (See Fig 1.)
References: [pic] Semiotic theory focuses on the social and cultural meaning of signs and codes (Scholes, 1982; 1985)