Module Mukherjee Business Management

Student Name Suraj Vihal

Student ID Q1020904

Date 26/05/2021

Suraj Vihal
18/05/2021

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 TASK ONE
MOTIVATION AND
PERCEPTION

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Motivation
Motivation is the procedure that initiates, guides, and continues goal-orientated behaviors. It is
what reasons you to act, whether or not it's far getting a pitcher of water to lessen thirst or analyzing
a book to advantage knowledge. Motivation includes the biological, emotional, social, and
cognitive forces that prompt behavior.
People frequently equate unmotivated humans with being lazy. Do you believe you studied that is
genuinely true? For instance, take into account Danny, a pupil that receives negative grades in
history. He’s now no longer inquisitive about his textbooks, doesn’t need to read. He’s intelligent,
sure, however he doesn’t do the analyzing had to get as or maybe. You would possibly say Danny
is unmotivated approximately analyzing or say that he’s lazy. But whilst the ultra-modern
comedian book in his favored collection comes out, he’s the primary in line to buy it, and he reads
it from cowl to cowl the primary hazard he receives after which multiple instances greater earlier
than he sooner or later places it down. He’s memorized lines, cautiously taken into consideration
the storyline, and messaged buddies speculating in which he thinks the storyline is probably going.

Perception
Perception is the sensory enjoy of the sector. It includes each spotting environmental stimuli and
moves in reaction to those stimuli. Through the perceptual process, we benefit records
approximately the residences and factors of the surroundings which can be vital to our survival.
Perception now no longer simplest creates enjoy of the sector round us; it lets in us to behave
inside our surroundings.
The perceptual method is a series of steps that starts off evolved with the surroundings and ends
in our belief of a stimulus and movement in reaction to the stimulus. It happens continuously,
however you do now no longer spend a high-quality deal of time considering the real method that
happens whilst you understand the various stimuli that surround you at any given moment. For
example, the method of remodeling the mild that falls to your retinas into a real visible picture
takes place unconsciously and automatically.

Impact on Consumer Behavior

Motivation: The degree of motivation affects the shopping for conduct of the customers. It could
be very nicely defined via way of means of Maslow thru his Demands hierarchy idea comprising
of simple Demands, protection Demands, social Demands, esteem Demands and self-actualization
Demands. Usually, the simple Demands and the safety Demands are greater urgent Demands than
the alternative and hence, those Demands emerge as a cause that directs the customer conduct to
be looking for satisfaction.

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Perception: The customer notion toward a specific product and the logo additionally affects his
shopping for decision. The notion is the technique thru which the person selects, arrange and
interpret the records to attract a significant conclusion. Such as, Apple iPhone is perceived as a top
class logo and customers are influenced to shop for it to get related to the elite elegance of the
society. Consumer behavior is that the study of how individual customers, groups or organizations
select, buy, use, and dispose ideas, goods, and services to satisfy their needs and needs . It refers
to the actions of the consumers within the marketplace and therefore the underlying motives for
those actions. Marketers expect that by understanding what causes the consumers to shop for
particular goods and services, they're going to be ready to determine—which products are needed
within the marketplace, which are obsolete, and the way best to present the products to the
consumers.
Consumer Behavior in a popular experience may be taken into consideration to be everything, as
every issue of our lives revolves across the intake of products and services. The field of client,
behavior covers a huge stretch of bases because it makes a specialty of the entire intake process,
regarding problems that affect a client before, after and at some point of a buy. Almost all
behaviors that humans take part in are in a single manner or every other connected to intake.
Whether it's travelling, shopping, or looking at television, People are immediately or in a
roundabout way conducting client behavior. It may be described because the approaches worried
whilst people select, buy and use services or products to fulfil their wishes and Demands.
The marketers emphasize managing the perceptual processes, Viz. Selective Attention, Selective
Distortion, and Selective Retention. In selective attention, the marketer tries to realize the eye of
the customer towards his offerings. Different people have different perceptions about an equivalent
product counting on their individual beliefs and attitudes which produce to selective distortion.
Thus, the marketer should attempt to understand the attitudes and beliefs of people and style the
marketing campaigns to retain the consumers.
Learning: The individual’s learning depends on skills, knowledge, and intention. The talents are
developed through practice while the knowledge and intention are acquired with the experience.
There might be conditional learning or cognitive learning. In conditional learning, the buyer
derives learning from being conditioned to particular stimuli, i.e. when he's exposed to an identical
situation, again and again, he develops a specific response towards it. While in cognitive learning
the individual applies all his knowledge, skill, attitudes, values, and beliefs to seek out the answer
of a drag and derive satisfaction out of it.
Attitudes and Beliefs: Individuals have certain beliefs and attitudes towards products on which
their purchase decisions rests. These attitudes and beliefs are the tendency to reply to a given
product during a particular way, and these structure the brand image that influences the buyer
buying behavior. Thus, the marketers attempt to understand the attitudes and beliefs of the
individuals and modify these through several marketing campaigns. Thus, these are a number of
the psychological factors that the marketer must take into consideration before undertaking the
strategic marketing decision.

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In all consumers’ attitudes are the iconic evaluation they make approximately a product or emblem
or firm, primarily based totally on their private experiences. They are composed of feelings, ideals,
and movements. Further, they're influenced via way of means of the relative significance of those
feelings, ideals and movements and their sequence. Understanding this, entrepreneurs can are
trying to find to steer client attitudes to have an effect on their buy decisions.

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 TASK TWO
NEEDS, DEMANDS AND
DEMANDS

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Needs of Consumers

Needs are the basic human requirements like shelter, clothes, food, water, etc. which are essential for
human beings to survive. If we extend this further, other needs are education, healthcare or even a
social thing, for example, belonging to a certain society or self-expression. One can say that the
products which fall under the needs category of products do not require a push. Instead the customer
buys it themselves. But it’s actually not true. In today’s world with thousands of brands competing
in the same categories with identical offerings satisfying the same needs, even the “needs category
product” has to be pushed in the consumers’ mind.
Example: of needs category products / sectors – Agriculture sector, Real Estate, Healthcare etc.
We all know about Maslow’s hierarchy of needs which categorizes needs into 5 levels starting from
physiological needs at the bottom and going up to self-actualization needs. But what’s important as
a marketer to know which level of need is your brand targeted to. Let’s look at some of the examples
of brands which are targeting different levels of needs

1. Physiological Needs – Food companies (Nestle, Pepsi, and Coca Cola)

2. Safety Needs – Insurance companies (ICICI Prudential, Tata AIG, and HDFC Life)
3. Social Needs – Social networking sites (Facebook, Twitter, and Instagram)
4. Esteem Needs – Luxury brands (iPhone, Mercedes, Estee Lauder)
5. Self-actualization needs – Non-Profit organizations and NGOs.

In marketing, there is another way to categorize needs. There are basically five types of consumers’
needs:

Stated Needs: As the name suggests, in this case, the consumer explicitly states what he Demandss.
For e.g. “I need a phone”.

Real needs: This is more specific. So when the consumer Demandss a phone to remain connected to
his friends, family and colleagues, the actual need be a phone with high battery backup and not high
camera resolution.

Unstated needs: The consumer also expects warranty and other sorts of after sales service when
buying a phone which he might not say explicitly.

Delight needs: The consumer would like the phone manufacturer or the dealer to give him some free
gift or a promotional item (phone case, tempered glass, free SIM etc.), but he doesn’t clearly express
that he Demandss something with the phone.

Secret Needs: These are the needs which the consumer feels reluctant to admit; for example the
consumer Demandss the phone for his status symbol but he feels uncomfortable to admit that status
is important to him.

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In the above example, responding to only stated need i.e., “I need a phone” doesn’t help in arriving
at a right product proposition. As a marketer, it is important to dig deeper and uncover not only the
real, but also his other needs: unstated need, delight need and secret needs.

Demands of Consumers
Demands are a step ahead of needs Demands aren’t essential for humans to survive, but it’s associated
with needs Simply put, A Demands is a product Demand by a customer that is not required for us to
survive. So, Demands is the complete opposite of need, which is essential for our survival. Demands
aren’t permanent and it regularly changes. As time passes, people and location change, Demands
change accordingly.

Demands are directed by our surrounding towards reaching certain needs. Therefore, human’s
Demands can be varied depending on each individual’s perception, environment, culture, and society.
For example, an Indian needs food but he may Demands a Dose or Paratha while an American may
Demands Burger or Sandwich. Example of Demands category products / sectors – Hospitality
industry, Electronics, FMCG, Consumer Durables etc.

Desires of Consumers
Demands turn to be Demands when a customer is willing and having the ability to buy that needs or
Demands. The basic difference between Demands and Demands is Demand. A customer may
Demand something but he may not be able to fulfill his Demand. Consequently, for people, who can
afford a desirable product are transforming their Demands into Demands. In other words, if a
customer is willing and able to buy a need or a Demands, it means that they have a demand for that
need or a Demands. You might Demands a BMW for a car or an iPhone for a phone. But can you
actually buy a BMW or an IPhone? You can, provided you have the ability to buy them.

Example of Demands –Luxury cars, 5 star hotels etc.

Many people Demands a BMW, but only a few can buy one. So, it’s very crucial that one must
measure not only how many people Demands their product, but also how many are willing and have
the ability to buy it. So, it’s not only important to discover different consumer needs, but also to
figure out what consumer actually Demands and how much is he able to pay i.e. how much demand
can be created for the product or service.

Lastly, let’s try to answer Can marketing create a need. I believe that marketers do not create needs.
They might promote some specific products or services, and make people Demands those products
or services for their needs. For example, Marketers might promote the idea that an Insurance can
satisfy a person’s need for safety; they do not create the need for safety.

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Strategy of Companies

Identify Customer Expectations

Interview customers and understand, from their perspective, what they are expecting and what’s
driving it. This will help you to educate and prepare your sales reps to adapt to and address the
changing behaviors among their clients. But don’t just do this once — rather, create an ongoing
dialogue to keep your finger on the pulse of your customers and their Demands.

Engage Prospects
Create conversations with aspirational customers, and explore what they value about the relationships
they have with your competitors. With the potential for just a little business, it will benefit you to try
to understand their ideal customer-vendor relationship and how you can best present your value
proposition to meet their needs.

Evaluate Processes
Identify which process and metric changes are necessary for you to effectively monitor and respond
to changes in buyer behavior. A recent statistic indicates that the amount of face time sales reps spend
in front of customers today versus three years ago is approximately 40% less. If your company is
using the same processes as three years ago, you might question whether what you are doing is
adequate or if you are engaging your customers properly.

Mobilize Your Leader

Work with line leadership in a planning session to help them understand and address the changing
business environment. Lay out a timeline for behavior in the past, how you are addressing the
behavior now, and what you will be expected to change in the future.

The Future
Identify goals for the future and talent skills necessary to successfully achieve those goals. Be willing
to test trends, and be on the forefront rather than constantly playing catch up and watching from
behind. Take a proactive posture that promotes interacting with clients and prospects to not only stay
in touch but also anticipate future changes.

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TASK THREE

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5 Factors for Success in E-commerce

E-commerce seems to be eating up the retail world right now. We’re seeing longtime brick-and-
mortar retail brands closing or going bankrupt that we never would have expected to see disappear
ten years ago. On the other hand, the digital world is an exciting place to be, with business owners
starting their very own digital brands and competing in the digital marketplace. Most brick and mortar
stores have been forced into creating an online presence. But it isn’t always easy to hit it big online.
You have to know what some of the trade secrets are if you want to make it to the top.

Your brand is your purpose

Your e-commerce business has a brand at the core of its identity, whether you know it or not. To find
out what it is, you have to think about what you do and why you do it. Your brand embodies a set of
values related to your business’s central endeavors. Some older brands aren’t aging well, because
they don’t really have a clear mission or they do, but they don’t disclose it. In 2017, Enso’s World
Value Index analyzed 150 brands according to how Americans identify their purpose and how well
their purpose aligned with customer values 2017 world value index.

The research also looked at the extent to which each company motivates brand advocacy and
purchase. The results were vastly different for different demographics. Baby Boomers rated
Newman’s Own to be number seven on the list, while millennials rated the company to be number
81. The brand could lose its allure if they fail to appeal to millennials since their generation is much
larger than the Baby Boomers and three times the size of Generation X. And by 2019, millennials are
expected to outnumber Baby Boomers are America’s largest generation yet, according to the Pew
Research Center.

SEO brings in traffic

Google is sort of like an usher that decides which websites get to mingle near the top of the organic
search engine results. But with constant algorithm updates, it can be pretty hard to keep up. Google
algorithm timeline. The Fred algorithm update, which launched on March 8, 2017, targets websites
violating Google’s webmaster guidelines. Most sites affected are ones with low-quality posts that
were created solely to generate ad revenue. So if you have any of these posts on your site, you could
risk messing up your current rankings (or worse – losing high rankings altogether). Review Google’s
Search Quality Guidelines regularly and avoid posting too much content that is ad-centered. If you
do show ads or affiliate content on your site, make sure that the pages you run them on are relevant
and high-quality, like this Buzz feed post sponsored by Adidas.

If you try and trick Google into thinking your page is about something valuable but it’s really just
scattered with affiliate links, you’ll risk your rankings. Landing pages with relevant keywords will

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receive a higher Google ranking and be more likely to show up during relevant searches, too.
Keyword research can help you learn how to position your page content. Remember that your brand
is also a keyword. Highly qualified traffic will be searching for your brand name, so you want to rank
for that.

Customers love a great user experience

If you want to funnel traffic toward a desired action, like making a purchase, you need to optimize
UX. If site visitors get confused, they’ll leave. Site navigation should always be easy. On your
website, you have to make it clear what your business does. For example, Scott’s makes it clear that
they sell lawn care products. Reinforce what your brand does on your site. What’s obvious to you
might not be obvious to someone else. You should also make sure the shopping cart is easy to view
and access. The checkout process must be straightforward. Nobody wants to deal with a checkout
process that makes purchasing your product harder than it needs to be.

Don’t forget to optimize UX for mobile, too, since more and more consumers are shopping over
mobile in 2018. Ensure that your print is large, that load times are three seconds or less, and that the
mobile version of your site is easy to navigate via touch. Basically, the mobile version of your site
shouldn’t look exactly like your regular website mobile page design before and after If you want to
succeed in the e-commerce world, you have to be transparent with your customers, or they might not
trust you.

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