Abstract

The aim of marketing is to meet and satisfy target customers needs and wants The field of consumer behavior studies how individuals groups and organizations select buy use and dispose of goods services ideas or experiences to satisfy their needs and desires Understanding consumer behavior is never simple because customers behaviors are changeable They may not be in touch with their deeper motivations and they may respond to influences and change their minds at the last minute All marketers can profit from understanding how and why consumers buy If you do not understand your customer s motivations needs and preferences you will fall into some major mistakes The need to predict consumer behavior outcomes is considered to be a very important issue for marketers Isolated individual psychological constructs such as attitudes motives personality traits and learning styles have been used to identify their predictive capacity for actual consumer behavior with varying degrees of success In this study the strength of motivation in customer behavior was investigated in a theoretic manner