Needs and Motivation that Influence Customers: Ayam Brand

Abstract “This paper discusses the critical review on the needs and motivation that influences consumers’ buying behaviour through the use of canned fruits as a product offering. Canned fruits are considered fast-moving consumer goods or convenience goods. Ayam Brand is a well established canned food brand from Malaysia since 1892 in which canned fruits such as pineapples represent one of their product lines. We find that the consumers purchasing decision is a process caused by their innate needs which triggers their motivation to set generic goals and product specific goals followed by being emotionally motivated through Ayam Brand’s subjective aspects and lastly how marketers use physiological and environmental arousals to draw consumers to Ayam Brand’s canned fruits.”

1.0 INTRODUCTION
The purpose of this paper is to illustrate how potential needs and motivation of consumers can influences their consumption patterns on a specific brand of product.
The chosen product category is canned fruits, pineapple canned fruits in particular. Canned fruits are classified as fast-moving consumer goods (FMCG), or convenience goods as they are consumed in a single use or on a few usage occasions, which also referred to as non-durable products (Kotler, Brown, Burton, Deans & Armstrong, 2010). The chosen brand product is Ayam Brand, with its competitors namely being AliShan, Lee, Rex and so forth.
This paper will outline the potential needs and motivation to canned fruits, the linkage between generic goals and product-specific goals using the means-end analysis, whether consumers behave rationally or emotionally when making a purchase decision for this particular FMCG as well as the motives that current marketers of Ayam Brand arouse in their marketing campaigns to promote their canned fruits.

2.0 ANALYSIS OF POTENTIAL NEEDS AND MOTIVATION
2.1 Needs
Needs is a human action which marketers try to understand, emphasize and satisfy. Everyone has different needs as