Customer Behavior, Motivation And Segmentation – A Study

Customer Motivation and Its Impact on Buying Behavior

In case of customer behavior, process of motivation indicates the key drivers that can influence the need and perspective of the customers (Upadhyaya, 2017). Using the effective action, the organization tries to influence the decision making process of the customers. Hence, it can be said that customer motivation is the process in which the goals of the organization can be achieved. In the behavioral context of the consumers, it has been identified that the company needs to focus on providing the better products and service of the customers, so they the desires of them can be fulfilled. Customer motivation can be influenced through the psychological and physiological motivation. Motivation is being considered as one direction behavior. It is true that motivation of individuals inspires others.

It has been mentioned in this study that by satisfying the needs of the customers, the motivational practices can be done by the organization. It is true that motivation can be done in both the positive and negative manner (White, 2015). In case of positive motivation, the good quality of services is being provided to the customers. As its result, they are being attracted towards the service. On the other hand, in case of negative motivation, due to improper performance management practices in the organization, the dissatisfaction among the customers increases. Therefore, in can be said customer motivation depends on the emotional motives of the customers. In case of Boost, it can be said that behavioral influences of the customers is very important for achieving its goals and objectives.

Social class is being considered as an effective factor that influences the customer behavior (Vohra & Bhardwaj, 2016). Financial capabilities are being reflected through the social class. Through the social class, the division of the society is being reflected. Wealth, prestige and power of the person show social class. The social class is being compared among the members from lower and higher status. It has been identified that the activity of the customers’ increases the social standing as well as the conspicuous consumption process of the customers gets influenced. Depending on the family income, the buying behavior of the customers gets influenced (Batat et al., 2016). On the other hand, occupational status also influences the social class of the customers. The people who belong to the white collar standard will be socially more powerful than others. Educational qualification also plays an important role in terms of influencing the behavior of the customers. In case of educated customers, they are quite aware of the product and service. In case of educated customers, before purchasing the products they research on the market. It is true that it is hard for the organizations to influence such customers.

As the study has already discussed that social class has higher level of contribution in the case of influencing customer behavior, therefore, it can be said that depending on the social class the buying behavior customers gets influenced. Characteristics of the customers also get influenced by the social class. Due to this reason, demands of the luxury products among the upper-class people are quite higher.  In order to discuss the social habits of lower class, it has been identified that lower class is the largest social segment. Due to the lack of financial backup, they are less educated and they do not treat their children in proper manner. Lack of sanitation facilities and job opportunities they lead the unhygienic lifestyle. In such cases the behavior of the customers can be affected. As they are economically not strong, the lower income level influences their buying behavior. On the other hand, in case of middle class people, they are very much career oriented. Their ambition towards standard life increases their interest in education. Most of the times, the middle class people are well mannered. Another important characteristic of middle class people is they are price sensitive and avoided the luxury purchasing. It has been identified that the white collar employees are from this social group. In case of upper class people, it is true that all the luxury facilities are belong to them. In most of the cases the upper class people are highly brand conscious and belong from the wealthy small families. Different business organizations, hospitals and hotels are being established by the upper class people and they do charity in the popular events.  Therefore, it can be said that depending on the characteristics the customer purchasing behavior can be changed.

Social Class and Its Impact on Customer Behavior

Geographic segmentation is being considered as the important segmentation in case of setting a target market (Aschonitis et al., 2018). Before developing any business plan, the company needs to focus on selecting the proper geographic area. Hence, it can be said that in order to divide the target business market, the geographic segmentation is very important. Through the geographic segmentation, the company gets the change to identify the prepare location from which it will be able to provide its service to the target market (Gómez & Martens, 2015). In case of marketing the graphic segmentation has higher level of significance. In case of geographic segmentation, the business organization divides the market into geographic location. There are various ways to select the geographic segmentation. The geographic segmentation can be defined through different parameters. Among the rural and urban areas, the company has selected the urban area. In case of urban area, the connectivity and networking facilities will help the organization to implement its business plan in effective manner. On the other hand, transport facilities are quite good compared to the rural areas. In these areas the company will get the chance to deal with large number of customers. The company has established its colorful shops near to the high traffic areas.  In this study it has been mentioned that the company has established its business in Brea mall, Sunvalley Shopping Center and other areas in California where it can easily get identified by the customers.  

The term behavioral segmentation indicates the process in which the companies will be able to drive the total market into the homogeneous group (Gupta & Chopra, 2014). In this process the buying behavior of the customers, is being highlighted. In case of behavioral segmentation, the companies focus on improving its quality of services to the large number of customers can be satisfied. The people with similar buying habits are being identified through selecting the behavioral segmentation. It is very important for the organizations to develop the promotional strategies appropriately. Various parameters related to the behavioral segmentation have been highlighted. The behavioral parameters are uses oriented, occasion oriented, benefits oriented and loyalty oriented (Loureiro & Fialho, 2017). In case of occasional parameter the products are being purchased by the customers only for the occasions. In case of loyalty parameter, the retention rate of customers is being reflected. If the organization will be able to provide the sufficient benefits to the customers, the sales rate can be influenced. Therefore, in case of behavioral segmentation, the company needs to focus on improving the quality of the products so that the quality sensitive customers will get attracted. On the other hand, customer satisfaction should be the main concern of Boost. Hence, it can be said that the providing the fastest service the company will be able to fulfill the customers’ need on time. It cannot be denied that pricing policy of the company is another important practice that plays an important role for influencing the target customers (White, 2015). Therefore, targeting the price sensitive customers, Boost needs to focus on introducing the products which are value for money.

Reference list and bibliography:

Aschonitis, V. G., Awe, G. O., Abegunrin, T. P., Demertzi, K. A., Papamichail, D. M., & Castaldelli, G. (2018). Geographic segmentation, spatial dependencies, and evaluation of the relative position of rain-gauges based on gridded data of mean monthly precipitation: application in Nigeria. Hydrology Research, 49(1), 107-122.

Batat, W., Manna, V., Ulusoy, E., Peter, P. C., Ulusoy, E., Vicdan, H., & Hong, S. (2016). New paths in researching “alternative” consumption and well-being in marketing: alternative food consumption/Alternative food consumption: What is “alternative”?/Rethinking “literacy” in the adoption of AFC/Social class dynamics in AFC. Marketing Theory, 16(4), 561-561.

Brian, J. (2015). Segmentation Marketing: A Case Study on Performance Solutions Group, LLC.

Gómez, E., & Martens, B. (2015). Language, Copyright and Geographic Segmentation in the EU Digital Single Market for Music and Film.

Gupta, G., & Chopra, P. (2014). Eco-tourists and Environment Protection: A Pro-Environment Behavioural Segmentation Approach. Amity Global Business Review, 9.

Loureiro, S. M. C., & Fialho, A. F. (2017). The role of intrinsic in-flight cues in relationship quality and behavioural intentions: segmentation in less mindful and mindful passengers. Journal of Travel & Tourism Marketing, 34(7), 948-962.

Sharma, N. (2015). A study on segmentation of online shoppers of Anand and Nadiad: A behavioural segmentation approach. International Journal of Marketing and Technology, 5(10), 159-171.

Upadhyaya, M. (2017). Variables affecting customer behaviour and its effect on commitment towards shopping hubs of Gurgoan city. Journal of Business and Retail Management Research, 11(3).

Vohra, A., & Bhardwaj, N. (2016). A conceptual presentation of customer engagement in the context of social media-An emerging market perspective.

White, C. (2015). The impact of motivation on customer satisfaction formation: a self-determination perspective. European Journal of Marketing, 49(11/12), 1923-1940.

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