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1. INDIVIDUAL DETERMINED OF
CONSUMER BEHAVIOUR

2. MOTIVATION
Motivation is the driving force that impels people
to act and reflects the reason or reason one has for
acting or behaving in particular way.
Definition:-
According to Dalton E. McFarland, “motivation
refers to the way in which urges, drives, desires,
need direct, control or explain the behaviour of
human being”

3. MOTIVATION PROCESS
1. Motivation
2. Needs
3. Personality
4. Brand personification

4. THE DYNAMICS OF MOTIVATION
 Needs:- things that are wanted or required, need
therefore direct the motivational forces.
Needs are two types:-
a) Biogenic needs:- Biogenic needs sustain
physical existence e.g. food, water, air etc.
b) Psychogenic needs:- motivation forces that are
learned from our parents, society, inter action
with other.

5.  Goals :- are the sought after outcome of
motivation behaviour.
Types of goals:-
a) Generic goals
b) Product-specific goals

6. NEEDS AND GOALS ARE
INTERDEPENDENT
 Seeking specific goods
 Activity specific goods
 Demand specific goods

7. FRUSTRATION AND DEFENCE
MECHANISMS
1. Aggression
2. Regression
3. Daydreaming
4. Projection
5. Withdrawal

8. SYSTEM OF NEEDS
 Maslow’s Hierarchy of Needs

9. HIDDEN MOTIVES
 Picture drawing
 Photo sorts
 Role playing
 Sentence completion
 Ice cream

10. MOTIVES AND TECHNOLOGY
 Receiving good customer service
 Winning prices and free product sample
 Interest in buying comparing products features
online

11. PERSONALITY DEVELOPMENT
Personality represent inner psychological
characteristics that both determine and reflect how
we think and act.
Issues:-
 Individual difference
 it is generally consistent and enduring
 Personality can change

12. PERSONALITY CAN CHANGE
 Freudian theory
 Non Freudian theory
1. Complaint individuals
2. Aggressive individuals
3. Detached individuals

13. PERSONALITY TRAITS
Personality traits are inner psychological feature
that distinguish one individual from other
individuals.

14. CONSUMPTION RELATED PERSONALITY
TRAITS
 Innovators vs. laggards
 innovativeness
levels of innovativeness :-
 global innovativeness
 Domain specific innovativeness
 Innovative innovativeness
 Open vs. close minded

15. BRAND PERSONALITY
Its defined as “Brand image or identity expressed
in terms of human characteristics. Distinguishing
and identifiable characteristics which offer
consistent, enduring and predictable messages and
perceptions. What people associate the brand
with”.

16. PRODUCT PERSONALITY ISSUES
 Gender
 Geographic
 Color

17. Thanking you….