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en it reaches to a sufficient level of intensity. A person may have many needs at a time, but it is not necessary that all the need becomes a motive. So this motivation factor affects the consumer buying behavior. Abraham Maslow devised one of the most popular theories about motivation. His theory bases human motivation upon a hierarchy of needs a person faces. Ranging from basic needs such hunger, thirst and sex all the way through to self-actualization. Maslow sought to explain why people are driven by particular needs at particular times (Marketing: An Introduction, 5th Edition, pg. 101).

Perception - The process by which people select, organize and interpret information to form a meaningful picture of the world (Principles of Marketing 2nd edition, pg. 247). In marketing, perceptions are more important than reality, as it is perceptions that will affect the consumer's actual behavior (Marketing Management, 12th Edition, pg. 186). It is not necessary that two person having same motivation factors also perceives alike. People may act differently because they perceive the situation differently.

Learning - The change in the behavior also arises with the passage of time. As the person learns and gets more experience its behavior becomes different. In other words, if a person has good experience with a certain brand/product then there are more chances that he or she will purchase the same product in the future. Bad experiences lead to negative feelings towards the product or service involved.

Beliefs and Attitudes - Through doing and learning, people acquire their beliefs and attitudes. These, in turn, influence their buying behavior. A belief is a descriptive thought that a person lies about something.

Market Segmentation and Targeting
Buyers make markets and buyers are different from one another. Differences may occur due to the wants, resources, places, cultures, locations, attitudes, beliefs etc. So companies divide the large and heterogeneous markets in to different and smaller segments. By this, it is easier to reach the consumer with different buying behavior more affectively. Moreover the products and services can be designed according to the needs and wants of the consumers of different market segments.

Levels of Market Segmentation
As each buyer has different and identical behavior so the ideal case scenario would be that the marketing strategy should be designed for individual customer. However, some company tries to serve the customer individually, but many other find large number of buyers and do not find the segmentation. Deepening on the nature of product or service, the companies choose to adapt the level of segmentation of the market.

Mass Marketing - Kotler describes mass marketing as using almost the same product, promotion and distribution for all consumers (Principles of Marketing 2nd edition, pg. 380).

Marketing Process Models
There are many models to explain the stages a potential customer will go through from the initial awareness of the product to desire for the product (Principles of Marketing, 3rd edition, pg. 580). Many of these models amount to more or less the same sequence. Each potential consumer must pass through three simple stages.

The Cognitive stage - this is where the consumer will become aware of the existence of a certain product or service.

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