6th

WEEK SHOPPER BEHAVIOR TICKET ASSIGNMENT

(Saskia Asyari / 19014105)
1. What is value?
Important and lasting beliefs or ideals shared by the members of a culture about what is good or bad
and desirable or undesirable. Values have major influence on a person's behavior and attitude and serve
as broad guidelines in all situations. Some common business values are fairness, innovation and
community involvement.
Reference: http://www.businessdictionary.com/definition/values.html
2. What is the difference between needs and wants?
Anything important required for survival including the tools you need to perform tasks and duties is
called need. Anything you would like to have or if some particular things inexistence is not resulting to
life sustainability discharge then it can be considered as want.
Reference: http://www.igrad.com/articles/wants-versus-needs
3. Explain Maslow Hierarchical of need

a. Biological and Physiological needs - air, food, drink, shelter, warmth, sex, sleep.
b. Safety needs - protection from elements, security, order, law, stability, freedom from fear.
c. Love and belongingness needs - friendship, intimacy, affection and love, - from work group,
family, friends, romantic relationships.
d. Esteem needs - achievement, mastery, independence, status, dominance, prestige, self-respect,
respect from others.
e. Self-Actualization needs - realizing personal potential, self-fulfillment, seeking personal growth
and peak experiences.

Reference: http://www.simplypsychology.org/maslow.html
4. Explain what is motivation? What kind of motivation does shopper have and and how does
motivation affect shopper behavior?
A motive is an impulse that causes a person to act. Motivation is an internal process that makes a
person move toward a goal. Motivation, like intelligence, cant be directly observed. Instead, motivation
can only be inferred by noting a persons behavior.
There are two kinds of motivation shopper have which are current dissatisfaction and future promise.
a. Current dissatisfaction
Every purchase decision (every decision, no exceptions) begins with a buyer's current
dissatisfaction. Feeling dissatisfied with something automatically makes a person a buyer. As
soon as that dissatisfaction sets in, buyers begin looking for a way to right the wrong. As a sales
person, it becomes your job to discover that "wrong" and lead buyers toward the new "right."
Current dissatisfaction serves as the primary motivating factor. The greater the dissatisfaction,
the higher the urgency.

b. Future promise
With a well-defined idea of what is wrong in your buyer's world, focus next on what right
looks like. Future promise is the mental picture buyers carry around in their heads that helps to
move them forward.
Reference:

http://www.sparknotes.com/psychology/psych101/motivation/section1.rhtml

https://www.entrepreneur.com/article/237192