1a.

Define motivation as a psychological force in consumer behavior

Motivation

This is defined as the process that initiates, guides, and maintains goal-oriented behaviors. It
can also be defined as the driving force within individuals that impels them to action (behavior).

Write short notes on the following

i. Personality

Personality means the constitution of mental as well as the physical health of an

individual.it is a characteristic way of thinking, feeling, and behaving. Personality embraces
moods, attitudes, and opinions and is most clearly expressed in interactions with other people.
It includes behavioral characteristics, both inherent and acquired, that distinguish one person
from another and that can be observed in people’s relations to the environment and to the
social group.Personality reveals distinctive traits of mind and behaviour of a person. It is a
pattern of collective character which includes behavioural, mental, temperamental, and
emotional traits of a person that makes one socially appealing. It exhibits the quality of a
person, which is visible and impresses or disturbs others.

ii. Attitudes and consumer behavior

An attitude describes a person’s relatively consistent evaluations, feelings, and tendencies

toward an object or an idea. Attitudes put people into a frame of mind for liking or disliking
things and moving toward or away from them. For example, many people who have developed
the attitude that eating healthy food is important perceive vegetables as a healthy alternative
to meat and chicken.

Consumer behaviour is the study of how individual customers, groups or organizations select,
buy, use, and dispose ideas, goods, and services to satisfy their needs and wants. It refers to the
actions of the consumers in the marketplace and the underlying motives for those
actions.According to Engel, Blackwell, and Mansard is also the actions and the decision
processes of people who purchase goods and services for personal consumption.Consumer
behavior is influenced by many factors such as situation, psychological, environmental and
marketing factors, personal factors, family, and culture.

iii. Family and social class

 Family is a group of people related either by consanguinity(by recognized birth) or
affinity (by marriage or other relationship). Family is basic units of society. Family is needed to
meet the needs of individuals, both children and adults. The family also helps to continue the
culture of any society. It provides care and nurturance to all the children, thus contributing to
their wholesome development.

Social class is a grouping of people into a set of hierarchical social categories, the most
common being the upper, middle and lower classes: it also refers to a group of people with
similar levels of wealth, influence, and status.

iv. Why people travel

Travel takes us out of our comfort zones and inspires us to see, taste and try new things. It
constantly challenges us, not only to adapt to and explore new surroundings, but also to engage
with different people, to embrace adventures as they come and to share new and meaningful
experiences with friends and loved ones. people travel for the reasons below:

-People travel to visit friends or family in other countries

-For conventional work or employment opportunities abroad

-To see beautiful places, natural or man-made.

-Photographers travel to have amazing photographic opportunities.

-To escape family or friends placing demands on you or your time. Or maybe just to get them in
smaller doses.

-People travel with partners or family to strengthen bonds and relationships and enjoy more
quality time together.

-People travel to make friends and find partners. Travel is a great way to find a life partner

-People travel to escape housework by staying in hotels.

-People travel to learn about other cultures.