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Consumer Behavior in Australian-Based Kelloggs & Table of Plenty Cereals Companies

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The internal factors play a major role in affecting a consumers’ behavior and so one would prefer ‘ Nicely Nutty Muesli from Table of Plenty’ (Table of Plenty), rather than Crunchy Nut from Kellogg’ s (Kellogg’ s Websites). As such these internal characteristics play a contributing factor in the difference between tastes and preferences. Smith and Mackie (2007) define motivation as a creation representing an unobservable internal force that stimulates and may compel a specific behavioral response and provide a precise direction of the response. In other words, motives are but "internal energizing force which directs a person’ s behavior toward satisfying needs or achieving goals" (Solomon, 2009, 172).

An individual motivation occurs when their system gets aroused and driven toward an appropriate behavior in attempts to satisfy the desired goal. To the consumer, this internal drive can be viewed as either a need or a want that an individual has towards a particular product (Smith & Mackie, 2007). What motivates one person to have a preference of Crunchy Nuts may differ from what motivates one to Nicely Nutty Muesli. Different ideas have since been developed regarding motivation that can refer to needs.

These theories include Herzberg’ s theory, Maslow’ s theory, and Freud’ s theory. Fredrick Herzberg's theory has categorized factors that cause dissatisfaction under dissatisfiers and those causing satisfaction as satisfiers (Smith and Mackie, 2007). Dissatisfied include factors such as salary, status, personal life, and work conditions relationship with senior sand peers, etc. while satisfiers include achievement, work, recognition, advancement, growth, etc. (Smith & Mackie, 2007) To Abraham Maslow, what motivates people to act is unfulfilled needs within them, and people often meet certain basic needs before being motivated to meet other higher needs.

According to Smith and Mackie (2007), people often acquire their motives through genetic endowment and social interaction in which some would be considered more important than others.  

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