The striving of an organization in competitive marketplaces requires the provision of more quality products to its esteemed and targeted clients during their operations. The focus on customer value allows an organization to ensure that there is a disparity among all the profits resulting from products along with all the charges of profits obtained during their operations. The behavior of consumers forms the discipline that deals with how and why customers purchase or fail to buy a given product or service (Medina, 2017). Therefore, the examination of this paper focuses on two distinct influences that include perception and motivation. The presented ideas shows how these individual factors change the behavior of consumers about their needs, motivations, learning, understanding, involvements, and attitudes of consumers. The report will focus on the examination of different literature reviews to understand the advantages of perception together with motivation on the process of making decisions by consumers. Following various theories, this report will tend to evaluate the impact of these individual factors such as perception and motivation in between the Coca-Cola Company, a biggest America organization that deals with the production of non-alcoholic beverages globally. The recommendations will be essential in the provision of improved strategies that can apply to the company to expand its operations by ensuring that it meets the needs, consumer attitudes, personality, involvement, learning, and perceptions of consumers towards the purchase of its products.
The investigation of targeted clients of an organization refers to the internal force in the business environment. The individual effects are essential in integrating the inputs from the psychology of a person like learning theory, motivation, personality, along with attitudes of consumers. The primary two individual factors that affect the operations, personality, and knowledge, attitudes of clients, involvement, needs, and motivation of customer include perception and motivation (Foster, 2014). The behavior of different consumers is influenceable by several factors that include social, psychological, cultural, economic, and personal factors. Besides, consumer behavior comprises of the mental processes that different clients go through in recognizing the needs, making decisions on various products to purchase, and finding appropriate ways to solve their needs. Ting (2012) reports that customer value leads to an obligation to the organization to anticipate react to the needs of clients faster. Individual influences that comprise of perception, motivation, learning, change in attitude, personality, and memory along with emotion affects the consumer behavior. These influences by a different individual have an impact on the process of making a decision by consumers.
Knowledge of the consumer within an organization refers to the process through which the data is acquirable from the environment in the sense of customers and transformable into experiences like events, tastes, smell, touch, hearing, and sights. According to Sundar (2012), the perception of an individual towards a product remains to be a process where physical sensations that comprise of sight, taste, smell, touch, and hearing goes through the process of selection, interpretation, and organization. Different scholars had their definitions for perception as an individual factor that influences the behavior of consumers. From Azam & Quiang (2014) investigation, perception refers to the relations of a person with the outer business setting. Therefore, the process of perception acts as a shifting factor. It helps in the selection of some motivation and exclusion of other motivation (Ling et al., 2015). The function of selection may vary from individual consumer to other persons depending on the filtered stimuli during the operation process of the organization and interpretation placed on such stimuli.
Cognitive explanations together with valid arguments are some of the examples of perception as an Individual factor that affects the behavior of consumers. The cognitive examination comprises of the process whereby advance is placeable in the existing categories. However, stimulus helps in triggering the emotional response through valid interpretation (Roman et al., 2015). Different definitions of the theories of perception and its influence on behavior o consumer reflect that the theory is functional of environmental traits and perceived characteristics. It is important for the people to note that the model developed may help the Coca-Cola Company to form ideas for market segmentation along with positioning that contributes to fulfilling the needs, motivations, learning, the perception of consumers, and attitudes of their clients. Besides, marketers of Coca-Cola products can also be able to make the use of perception theories as a way to communicate with customers through ideas of creating the relationship between their services or products, desired attitudes of their clients, needs, as well as the perception of clients (Americus et al., 2012). The consumer has to use considerably more than five senses like touch, sight, smell, taste, and hearing in making a conclusion on the product that they can purchase. All these thoughts help in the provision of direction, balance, and precise knowledge of the process to use in making conclusion of the best product to buy.
In most cases, the theories of perception are highly personal. It begins with the presence of various stimuli that comprises of different activities like an advertisement, brands, messages, information of the product, slogans, and experiences followed by attention and exposure. The first stage involves the acknowledging sensation before the conversion of such data to the attention of operation of a company (Quester et al., 2014). The subsequent step comprises of the perpetual encoding along with integration found within the storage of consumer memory. Therefore, perception as an individual factor that affects the behavior of user facilitates the formation of strategic implication for different company’s marketers. It allows consumers to be able to formulate decisions based on what the operators and clients perceive instead of the basis of objective reality. Consequently, other factors that influence operations of an organization like its goals, previous beliefs, and motives have affected over the nature of perception of different consumers.
Several factors influence the nature of perception among consumers. Some of the situational traits that influence the perception include moods of consumers, retail working environments, special events, time of the day, and unexpected events during operation of an organization. Information processing leads to the creation of perception (Guptas, 2011). The processing leads to a series of activity that allows for the transformation of stimuli into information before storage to help an organization in improving its operations to produce quality products for its consumers. Different managers within an organization can then apply the use of skills and knowledge of data processing in various ways that focus on improving their operations to provide quality products to attract a huge number of consumers. From Brunk’s (2014) report, perception within an organization remains to approximate the real functioning of an organization. The reality within an organization in most cases does not form a simple task for different marketers. However, the most challenge of the marketers of company’s to improve the behavior of consumers to purchase their products is to gain the attention of every targeted or esteemed client (Tan et al., 2014). Consumers are often cabling with technological advancements along with an abundance of data. These two factors lead to increase in competing demands for the attention of consumers towards a given product produced by the Coca-Cola Company. The establishment of facilities that help in acquiring information allows the consumers to be able to do and change their attention to different products produced by an organization with a rapid response. Therefore, there is a need for various managers who are responsible for marketing processes within a company to develop their best for their esteemed clients. The development aids the consumers to be abe to have the information concerning the products of a company and understand information concerning the production of such products (Dagher & Itani, 2014). The consumers can also be able to remember messages within an organization through various channels to have an impact on the process of making decisions.
The theories of motivation remain to be the approach that explains different traits of human in the examination of needs of human. The motivation helps an organization to have an inward drive required to get what they need in improving operation processes. According to Hammad (2015), motivation refers to as the energizing authority that can trigger or activate different traits in the provision of direction, purpose along with the drive to that behavior. It also leads to the acceleration and steering mechanism or behavior of consumers. Additionally, Heinstorm (2013) referred to motivation theory to be the reason for different behavior by customer towards the purchase of various products from an organization. Therefore, it is vital for Coca Coal marketers to identify the motives that influence their mission, goals, and target marketers. Several studies by different scholars have stated that motivation within an organization is essential as it aids in the provision of useful insights to marketers into how they can focus on designing strategies for various services and products. The designing follows different procedures set within markets to allow consumers to have a range of goods to choose for their use. Therefore, motivation processes remain to be the primary reason for the behavior of customers’ purchase and usage of company’s products together with its services. Motivation forms the construct that shows an unobservable inner power of clients and drives their response until satisfaction of internal force (Risvag et al., 2012). Moreover, motivation in business comprises of three essential elements. These elements consist of the triggering of the characterization, the common course of the trait, and its diligence of achieving pleasure.
Different scholars’ worked hard to explain the theory behind motivation as a factor that can influence the behavior of consumers. Kaya (2016) suggested that consumer always moves up from physical, love, safety, esteem to personal actualization. Other theories cover cognitive, affective, preservation growth active-passive as well as internal and external categories. The theory of motivation implies to the aspect of the motivation of human personality where the intrinsic motivation to associate with fun, satisfaction, and interests. Besides, external motivation related to some external demand, sanction, and regulation. The motivation theories imply that both intrinsic along with extrinsic motivates influence engagement of consumers. Additionally, motivation within a company depends on the particular situation such that it changes the behavior in one situation that might not exist in another situation. In most cases, some clients of an organization with a high need for affiliation may be able to purchase an expensive wallet to feel more comfortable while relating to their peers (Leduc et al., 2017). Besides, other consumers within an organization that has a high need for affiliation fail to motivate consumers to purchase expensive products. The inability to buy such products might result because the purchase of such costly items is unlikely to be observable by others in their peer settings. From such scenarios, it is evident that even though motivations are strong, they still depend on various situations.
Motivation is always motivating at the initial stage of the process of making a decision that forms a problem in recognizing the behavior of the consumer. The motive continues to be the perception amid the actual along with the desired state that is sufficient to arise traits and relatively essential in purchase pattern of an individual for company’s goods and services. Motivation most cases help in directing behavior in a single situation that may fail to exists in different circumstances. The motives may also be entirely distinct from the reasons shaping characters in the case of directing behavior to a single position. According to Goldenberg & Eastwood (2016), there is a need to stress on the value for marketers to identify the motive that influences their objective marketplaces. Organized study for identification of several reasons can help in the provision of valuable insights to organizational marketers into how they can be able to create different strategies for various goods and services targeted at different segments in the marketplaces.
The company can use different strategies to motivate consumers of its products and services to improve their behavior of purchase. The strategies can motivate for the usage of the products the marketers can use mechanisms like advertisements and online posting of their products on different platforms (Sundar, 2012). The advertisement of such goods and services may form appealing conditions that might be applicable by marketers to improve their connection with needs and motivations. Besides, the publication used by Coca-Cola Company can be organizable into two sections (Lemke et al., 2011). This section comprises of rational along with emotional that aim at motivating consumers. Reasonable advertising in the organization has an effect to appeal client to connect with relevant or practical motives. Besides, emotional to stimulate customer form the appeal that is obviously under the features of expression, promotion of emotional pleas aims at every day or psychological essentials like self-esteem together with love. As reported by Medina (2017), hard times that different firm managers should be attentive that their goods represent objective that aspire to gratify exceptional needs of private consumers. The directors of the firm have to be capable of identifying the intentions of their besieged clients as attractive to motivation that brings about traits that may regularly outline the foundation for advertising. In considering one major theory of motivation, Malow’s hierarchy of motivation showed that motivation of a company or individual remains to be a given account for most human traits in general understanding. However, Maslow’s hierarchy demonstrated that the theory of motivation is common among people (Tuskeja et al., 2013). The authority involves five different levels. It comprises of esteem, physiological, safety, and belongingness.
The skills along with the knowledge that concern the process of motivation and perception of individuals remains to be essential factors in the enhancing or implementation of the strategies that a company can use in marketing its products. The perception and motivation aid different operators like marketing managers in the process of formulation of strategies of retailing various products. The skills also assist the managers in designing correct activities during advertisement towards the development of the name of brand together in the process of ad regulations and evaluation (Hammad, 2015). Therefore, stakeholders that concern with marketing strategies of a firm can be able to make use of understanding of perception and motivation in various ways that focus on improving the needs of consumers. Business operators within the organization can use their knowledge of perception and motivation to enhance their operations through ideas of viewing their outlets as a source of information. Subsequently, managers can apply the understanding of personal behaviors of consumers to attract the attention of their targeted clients through the usage of advertising posts and packages in different media outlets.
After marketers learned and understood the combination of motives that are influencing the process of making a decision by the consumer, they set strategies for improving behaviors of consumers. It is necessary for the marketers to design the best strategies for marketing procedures based on the influences of motives and perceptions by different customers (Buil et al., 2013). Depending on the outcomes of motivation and understanding on needs, personality, learning, involvement, the perception of consumers, and attitudes of consumers, Coca-Cola Company can focus on defining the target market for its products and services. Usually, the firm can target different clients who have been able to manifest motivation and perceptions that comprise on esteem, belongingness, or self-actualization in their operations. Therefore, Coca-Cola Company operators such as marketers can focus on increasing marketing communication after deciding the target of the market (Kaya, 2016). The communication processes set by the firm should be able to appeal to consumers who have different motives that are latent and manifested in operation process.
The organization can bombard the consumers with messages through advertisement on television, radio, web, and even magazines to reach a large audience within a short period. The consumers can be able to surf the internet, watch televisions, and to check texts from cell phones to see the promotion adverts for products offered by the Coca-Cola firm. Besides, the firm has to emphasize on direct appeals that are effective for obvious motives because the targeted and esteemed customers are always aware of the products and they are willing to discuss their motivations and perceptions towards a given product. However, Salomon (2011) records that some appeals ti underlying motivation and attitudes are tough to implement because targeted clients are not open to reveal them to operators. Therefore, the company can embrace the use of direct appeals for possible motives among its customers. Coca-Cola Company should be able to have an appropriate design for their strategies for marketing particularly on activities of advertisement that can directly appeal to both manifested motives and underlying motives and perception of consumers. Consequently, Coca-Cola firm can embrace the use of advert campaigns with the core texts that show that its products can increase the confidence of its users. Such messages through advertising plans can help in boosting the need for COKE products and increase the purchasing behavior among the consumers. The message revealed through adverts can ensure that the company appears to be underlying motives like self-confidence, superiority, self-respect, and prestige of the enterprise’s products (Dagher & Eastwood, 2016). Therefore, advertisements of the goods and services of Coca-Cola Company should be designable to target consumers with obvious motives, improved perception, and underlying reasons towards the purchase of products from the company.
Conclusion
This report on individual factors such as attitude and motivation that can influence the behavior of consumers is necessary for improving activities of the company to focus on the needs, attitudes, and perception of consumers. It stresses on the benefit of understanding the behavior of users for the segmentation along with the process of the positioning of an organization and formulating different strategies for marketing. Various theories help in showing how the need to focus on perception and motivation is useful in changing the behaviors of consumers towards products of a company. Therefore, it is evident that behavior of consumer is a vital concept for Coca-Cola Company to achieve best profits in its business. The firm must be able to analyze individual influences on the process of making a decision by consumers to a more efficient marketing strategy. The strategy must focus on internal factors that affect the process of making the decision before purchasing products like perception and motivation. Therefore, there is a need for every firm to understand particular factors that motivate and influence the behavior for choosing to accomplish different strategies by their responses.
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