... looking to buy a new phone. The buyers consciousness is the 'black box' that marketers need to understand. The consumer as a 'black box'. A consumer's motivation for buying a phone may come from variety of different needs that they want to fulfil. There may be a number of different motives for a consumer to buy a mobile phone, some of which may be more purposeful than other consumers. Maslow (1970) recognises that people in general have a variety of needs that can be categorised into a basic hierarchy. Fulfilment of lower order needs (e.g.' physiological needs for water, food, sleep) is necessary before higher order needs can be fulfilled, such as egoistic or self actualisation. For example, relating to the context of a consumers decision to buy a phone, a family with young children may feel the need to buy them a mobile phone to know that they can contact them ...

See this essay or coursework document in full right now