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Consumer behaviour

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Another motive for psychological motive for consumer behavior according to McGuire is a need for novelty. Accordingly, people will also seek variety in their buying behavior, which may account for impulse buying and brand switching. For people who are undergoing a period of rapid change, buying behavior reflects striving for stability, while consumers who are in a stable period of life will seek change in their buying behavior (Wänke, 2010: p81). With regards to a need for novelty, I purchase chicken and cheese once in a while because I am used to purchasing Nandos chicken meal and eating at the Dawat Indian restaurant that serves Indian food. I have also purchased Hydro-peptide facial treatment to try something new as I have already tried my usual products and would like to seek variety and try something new. In addition, I also purchased tuna and avocado mini sushi for my nephews and nieces because they were most likely used to what I bought them before. My purchases of grande melt Sushi Ginza were made in order to try something new and for a variety in an otherwise monotonous diet. Finally, I also bought a shirt online from Zara since I had never done it before and wanted to try it out.My purchases were also affected by physiological motives as postulated by Maslow in the hierarchy of human needs. For every product that is purchased, the need being fulfilled will have both positive and negative aspects. Therefore, products purchased to fulfill psychological needs are meant to satisfy an objective of the consumer, while also avoiding the unwanted consequences of not purchasing it (Belk, 2014: p44). Needs are structured hierarchically and those that have a lower position must be satisfied prior to satisfying those that are higher up the hierarchy. In this case, the physiological needs come first, followed by security, social, self-esteem, and self-actualization needs. From my diary, I purchase bread and out-of-home meals, clothing, dairy products, fruits and vegetables, and healthcare products, because they are more important to my everyday life and it is only after I satisfy my needs for food and clothing that I can move on to satisfying my other needs. In addition, purchases of bread and necessary full out-of-home meals were more of a physiological motive because others like Nandos chicken are simply for gratification. However, bread, dairy products, and vegetables are essential for nutritional purposes.
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