CHAPTER ONE

INTRODUCTION

1.1       Overview of the problem

Motivation is a general term used to refer to the entire class of drives,desire,need , wishes and similar forces .It refers to the drive and effort to satisfy a want or goal .(Nobert::1999, .245).

According to Nwachukwu (2006, p.186) “Motivation is that energizing force that induce or compel and maintain behavior “.He maintained that human behaviour is motivated and it is goal directed

.Motivation in essence is concerned with the reason behind people doing things. He went further by emphasizing that Motivation is an internal psychological process whose presence or absence is inferred from observed performance.

People act because there is a felt need ,which should be satisfied .Every effort made is to satisfy such perceived need , This calls for the analysis of consumer behaviour as it affects the behavioral pattern of the customer in satisfying those perceived needs or wants.

Customers are central to the practice of marketing, since without customers, a business cannot survive. The stress here is

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understandably given that the existence of any business is dependent on the patronage from the customers or the consumer. It is necessary to mention here that there are two types of customer or consumer –

ultimate customer or consumer and industrial customer or consumer

The ultimate customer buys goods and services for personal consumption while the industrial customer, according to Achison (2000:36)”buys goods and services for some tangible productive and commercially significant purposes. This research work, intends to concentrate on the activities and behavioral pattern of the industrial product customer.

Generally, the Motivation behind the purchases by these two customers or consumers is basically different. Ultimate customer buys product in order to derive benefit and satisfaction while the industrial customers buys goods and services (products) in order to

make profit. An industrial customer buys a

product for its value and

expected benefit. The value of an industrial product

to the customer

is

dependent upon

its ability to affect efficiency , profitability and

other benefits in use .It has been observed that

industrial customers

are

usually concerned with the procurement of

goods and services

that

are expected

to provide  significant

levels

of

benefits,,

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efficiency. Durability and profitability in his operation. Which means that industrial product is purchased on performance and benefit basis.

In this regard, the ability of industrial customer to discern the economic benefit of his procurement is very essential in his purchasing. In addition, the industrial customer should be more rational in his purchasing activity than emotional .Rational economic motive is more significant than purely emotional consideration. A supplier may entice the buyer (industrial customer) with low prices but an astute buyer should be assured of the product reliability , not only in meeting up with expected services but in the competence of the supplier in the knowledge of his product , dependability and good relationship.

Certainty of supply, dependability, Meeting up with schedules and technical assistance are among the motivating factors in the purchase decision , while price and trade mark or name plays a significant role in the buying decision of an industrial product user or buyer.

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Hence this work tends to study and analyze those motivational influences that affects the customer buying behaviour of industrial products in the South –Eastern states in Nigeria.

1.2       Statement of Problems

It is observed that the industrial customer usually choose to buy a product because it will yield results or profit at greater rate than its cost (Taylor- show, 1969).

It is one thing to produce goods and service and another to market them. The marketing practitioner is interested in knowing why some customer’s buys a particular brand, why others do not and how non users could be persuaded to become users. All these calls for a research into those motivational factors that influences the purchase decisions of those industrial customers with special reference to some states in the South – Eastern Part of Nigeria.

An analysis of consumer behaviour and decision process will be a very vital tool in order to give this research work a thorough and comprehensive touch. A general look at the model of consumer decision making from authors like Onah and Thomas (2004), Kotler (2006) Engel (1993) Nicosia (1966) Bear the same theme that consumer behaviour for a product is a sociological and psychological

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force both interacting with the external environment to produce a purchase decision. Essentially all agreed that the buyer passes through five stages in their purchase decisions.

(1)         Problem /need recognition.

(2)         Information search / search for alternative.

(3)         Evaluation of alternatives.

(4)