Therefore the behavior of the consumer is determined by the motivation he or she gets.
need for self-actualization. The most basic and fundamental four levels of the pyramid comprise of deficiency needs as termed by Maslow, they include security, friendship and love, esteem, and physiological needs. If these needs are not met with the exemption of the essential physiological need, there might be no physical sign, but the person will feel tense and anxious. This theory proposes that the most essential needs should be met before the person strongly desires the higher level or secondary needs (Patrick, 2003).
Consumer involvement is the degree of data processing or level of significance that a customer accords to a product. The level of involvement has a very important impact on the behavior of the consumer. High involvement purchasing decisions are always the dream of a marketer as in this level consumers as the buying decisions are informed and planned. This is because the buyer purchases the product since it is important to them, therefore he or she concentrates on the features and warranties, and the price is not an issue. However, low involvement buying decisions are those that are formulated without planning, and they come about if one spots a product and they impress them. To increase customer involvement, marketers should select the correct customers, select pilots that fit into the present culture and should be aware of what consumers look for in their products (Michaelidou amp. Dibb, 2008).
The self-image comprises of three dissimilar dimensions, that is the real self, the ideal self, and the self-esteem. The self-esteem refers to the positivity to an individual’s self-concept. Marketing communications may influence the self-esteem of an individual. Low self-esteem is when a person thinks they cannot do a task while high self-esteem is the opposite and individuals may tend to think more of themselves. The