Question 1
Coffee shops believe that motivation and the benefits customers seek go hand in hand, so they want you to help them to better understand their customers’ motivations and to recommend some benefits that might be appreciated by their target audience(s).

Various definitions of consumer behaviour have been put forward, among them an elaborate definition presented by Hoyer and Macinnis:
“Consumer behaviour reflects the totality of consumers’ decisions with respect to the acquisition, consumption, and disposition of goods, services, activities, experiences, people, and ideas by (human) decision-making units over time.” (Hoyer and Macinnis 2009: 3)

Motivation
Typically, consumer motivation is analyzed in the consumer behaviour academic literature within the framework of Maslow’s hierarchy of needs. (Hoyer and Macinnis 2009, Kolb 2006, Kolb 2005, Foxall et al. 1998) Individual groups of needs identified by various authors tend to differ (Foxall et al. 1998: 151, Kolb 2006: 93), however, the underlying concept of ascending pyramid of needs is shared. The simplest categorization of needs has been offered by Ramlall (2004). He suggested the following hierarchy: 1. physiological needs (e. g. food or shelter), 2. safety needs (e. g. stock of food or extra clothes), 3. affiliation needs (e. g. participation in cultural events with family and friends) 4. esteem needs (e. g. fashionable haircut) 5. self-actualization (e. g. participation in arts classes) (Ramlall 2004: 55)
These models suggest that consumer motivation moves from the more fundamental needs (physiological and safety needs) towards the higher order need (esteem and self-actualisation). It is typically suggested that the first and foremost motivation of consumers is to fulfil their basic physiological and safety needs and only when these are satisfied, consumers’ behaviour is