GROUP ASSIGNMENT

GROUP NO. 09

PROGRAMME; BACHELOR OF BUSINESS MANAGEMENT

MODULE NAME; CONSUMER BEHAVIOR

MODULE CODE; BMU07319.

FACILITATOR; JEJE (Dr Kafigi)

SEMESTER; ONE

SUBMISSION DATE; 24th/11/2023

S/No STUDENT’S NAME REGISTRATION NUMBER

1 ELIZABETH EMMANUEL MALIMBA BBM-01-0072-2022

2 NEOLA HYASINTI MCHAU BBM-01-0015-2022

3 GREEN ERICK BBM-01-0051-2022

4 JONATHAN LUSESHELO SILOMBA BBM-01-0062-2022

5 MUSTAFA KISUGURU BBM-01-0048-2022

6 SHUKURU ENOCK ELIAS BBM-01-0032-2022

Psychoanalytic theory.

1
The theory was developed by Sigmund Freud. Freud's psychoanalytic theory explains three
major concepts such as ID, ego and superego. ID can be understood as the submarine of an
iceberg. It is unconscious mind of a person to avoid tension and looking for pleasure. Ego is the
conscious mind that is operating the reality principle. Superego is the moral and ethical behavior
part of human's mind. It limits the ID's desires. In today's world the continuity of existing brands,
and the success of new brands are highly dependent on existing consumer's preferences.
Sometimes, brands find target customer to sell their product and start or expand their business. Is
it enough to maintain a higher profit while mitigating the risk of competitors? So, in order to
reach more people to sell their products, marketers must put their brands into consumer’s mind.
After that, we think this question: "HOW?". The role of the unconscious mind of the consumer
takes an important role. Brands position themselves into a consumer's mind while the consumer
is unaware of this action.

For example, Coca-Cola company in Tanzania coca cola as one of the biggest companies and has
a lot of good products but also, they have their competitors who are Pepsi companies but we see
coca cola do have lot of consumers due to the fact that they read the consumer's mind and get to
know what their consumer's need and put their brands in consumer's mind which makes it be the
best brand than other companies. Or the alcohol and tobacco brands like konyagi in Tanzania use
the unconscious mind of consumers too. Even if, the consumer knows that alcohol and tobacco
harm the body, they still use it. People may consume alcohol and cigarette when they are upset
and want to have fun remove negative ideas from their minds. As a conclusion, Freud's
psychoanalytic theory and its adoption to marketing is a non-ignorable subject. Consumers
buying behavior is strongly dependent on their unconscious mind.

Pavlovian Theory.

In the pavlovian theory formed from an experiment conducted by the Russian physiologist, Ivan
Pavlov between 1904 and 1910. Researchers at that time did not know how to elicit behavioral
responses in human subjects. It utilizes associative learning through the effects of various
stimuli. Through the repeated association of stimulus and effect, such as a reward, an automatic
response occurs. This response can occur through either the same positive or negative
interaction. Its purpose is to increase constant and perpetual brand awareness among your target

2
audience. You want neutral stimuli, that otherwise would not have anything to do with your
brand, to start reminding your potential customers of what you have offer.

Pavlov’s Classical Conditioning; is a type of learning in behavioral psychology, it involves

associating neutral stimulus with an unconditioned stimulus to trigger a conditioned response.
Below are the components of classical conditioning;

The unconditioned stimulus (US), This is a stimulus that naturally and automatically triggers a
response without any prior learning

The conditioned stimulus (CS), This is a previously neutral stimulus that, after being paired
with the unconditioned stimulus, triggers a conditioned response.

The conditioned response (CR), This is the learned response to the conditioned stimulus.

Marketing and advertising professionals have also capitalized on classical conditioning

principles. By pairing products or brands with positive stimuli, such as attractive models,
captivating music, or appealing environments, they aim to create positive associations and elicit
desirable responses from consumers.

This strategic use of classical conditioning can shape consumers' preferences, increase brand
recognition, and influence purchasing decisions.

For example, a Coca Cola company they always put stimuli such as rewards, marathons and
other in order to make their brand to the target they want and gain lot of costumers and
consumers making it a brand that most of the people want to accrue or HALOTEL company a
mobile network that most of the people especially youth because of the bonuses and cheap
network data which makes it more preferred than other networks. Ultimately, the purpose
Pavlovian conditioning serves in marketing is to increase constant and perpetual brand awareness
among your target audience. You want neutral stimuli, that otherwise would not have anything to
do with your brand, to start reminding your potential customers of what you have to offer.
Communicating your brand through associations that can become the right stimuli is a vital key
to reaching the right clients and ultimately making those important luxury sales.

3
Theory of reasoned action.

The theory was initiated by Ajzen and Fishbein (1980), this theory was developed to explain how
a consumer led to certain buying behavior and structured using the basic assumption that humans
behave in conscious way and consider all available information.it suggests that a person's
behavior is determined by their intention to perform the behavior and that this intention is, in
turn, a function of their attitude toward the behavior and subjective norms. Currently,
competition between producers is increasingly competitive, as can be seen from the increasing
number of companies offering varied products, or similar products with increasingly diverse
advantages. Therefore, to win the competition we must know consumer behavior in order to
determine the strategy to be used. we can know that the behavior displayed by each person is
very divers. This diversity attracts the attention of experts to research about human behavior. In
these theories, experts present their opinions about how behavior is formed and what factors
influence it.

For instance, we take a Bakresa company mostly they all base on attitude of the consumer either
positive or negative expression in relation to the achievement of an objective.

Motivation-Need theory.

Motivation is the psychological process that initiates guide and maintains goal-oriented behavior.
Needs-based theories of motivation are found on the belief that individual′s behavior is driven by
actions that satisfy their needs and wants. The motivation has been contributed by different
people each having his own view on motivation of employees as seen below.

 Maslow's Hierarchy of Needs, developed by Abraham Maslow, a prominent

psychologist of the twentieth century, states that every human has hierarchically based
needs. There are five needs in Maslow's hierarchy, and each need must be mostly fulfilled
before the person can move on to satisfying the next level of need. Maslow's needs are
physiological, safety, social, esteem, and self-actualization.

 Frederick Herzberg, Two-Factor theory. Hertzberg believed there are two sets of factors
that impact motivation. These are hygiene factors and motivator factors. Hygiene factors,
such as a clean, comfortable work environment and job security, do not increase

4
 motivation but, if not present, can decrease motivation. Motivators, such as meaningful
work and the opportunity to grow within the company, do not lower motivation if absent,
but must be present in order to increase motivation.

 The ERG Theory, authored by Clayton Alderfer, is a variation on Maslow's hierarchy of

needs theory. Alderfer posits that needs fall into three hierarchical categories - existence,
relatedness, and growth. Alderfer's theory proposes that an individual can work on
different needs at the same time. And that as time passes, the ranking and importance of
an individual's needs can change.

 The Acquired Needs Theory, developed by David McClelland, states there are only three
needs which are achievement, affiliation, and power and a person acquires these needs
as they experience life.

 Henderson's Nursing Need Theory, was developed by Virginia Henderson. Her theory
seeks to document the needs that motivate nurses to work with a patient to fulfill a
person's desire to acquire and maintain good health and independence. There are four
concepts that are key to Henderson's theory - the individual, the environment, health, and
nursing.

Today′s world of business and leadership, effectively motivating employees is one of an

executive′s most significant challenge. Each employee comes to the workplace with varying
needs that they hope to fulfil through work. Each employee's unique and individual nature means
that an effective executive or manager must have a clear understanding of the many
psychological processes involved with motivation. For Coca cola company it has succeed in
meeting its organizational goals through motivating its employees. Managers must employ
various techniques to ensure that their employees stay motivated and productive such as
providing cars and houses for those who don’t have them, paying school fees for sons and
daughters of employees who are performing the best in the company. Therefore, a manager is
best equipped to manage employees if they have a solid working understanding of motivational
psychological processes.

5
REFERENCE.

Atkinson,J.W.(1974) ‵The mainstream of achievement oriented activity′ in Atkinson,J.W. and

Raynor,J.O.(eds) Motivativation and Achievement, New York, Halstead.

Francesco M. Nicosia. (1966). Consumer Decision Processes: Marketing and Advertising

implications.

Hosseini, Z., Gharghani, Z. & Nasrabadi, M. M. (2015). Application of the theory of reasoned
action to promoting breakfast consumption.

McClelland, D. (1961) The Achieving society, New York, Free press.

Sheppard, B., Hartwick, J. and Warshaw, P., (1988). The Theory of Reasoned Action: A Meta-
Analysis of Past Research with Recommendations for Modifications and Future Research.
Journal of Consumer.