The next chapter presents the eighth hot button which is poverty of time and explains that people generally face shortage of time in their daily routines and that they want to use products and services which save valuable time. Chapter 13 provides the ninth hot button which is the desire to get the best. A similar want was discussed in a previous chapter related to preference in brands and this hot button also focuses on products that have high quality and cater to luxurious items as people generally tend to prefer the best of everything in their lives.
The next chapter deals with the tenth hot button which is self achievement. This hot button is associated with the motivational drive of self actualization and concerns personal improvement of a person and willingness to achieve personal goals. Consumers have a desire to be recognized by themselves and others and products can be marketed to these consumers based on this desire (Feig, 2006).
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