APPLICATION OF THE MOTIVATIONAL THEORY TO THE CUSTOMER’S BUYING DECISION-MAKING MODEL
APPLICATION OF THE MOTIVATIONAL THEORY TO THE CUSTOMER’S BUYING DECISION-MAKING MODEL

Summary/Abstract: The paper presents the author’s schematic illustration of the complexity/ dynamics of the buying decision-making process of consumers. It focuses on increasing the level of knowledge and skills of those who operate in the field of marketing, expanding their knowledge by an effective development of a marketing programme, with a particular emphasis on the area of consumer’s motivation and efficient use of stimulation means. Companies are advised to use incentives in all phases of the purchasing decision-making process in order to effectively guide the buyer. A broad range of components useful in the process of stimulation is presented in tabular form. The paper further explains the macro- and micro-environment factors that influence consumer behaviour and actions. Most attention is paid to the psychological aspects, focusing on the three-tier structure of buyer’s motivation. These findings may be an inspiring for managers at all levels within the hierarchy of a company’s management. It is a necessity under the recommended proposals that the company’s management adopt a marketing philosophy in business and realise its importance for achieving and maintaining competitiveness.

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