2. Positioning applications
• Refers in developing its uses or application to
expand its consumption to the consumers or buyers
so that they can achieve customers satisfaction.
• Advertisers use the need hierarchy in positioning
their products.
3. Example: Cellphone
Before
Why do we buy cellphone?
For communication
Present
Why do we buy cellphone?
For communication
Status
Entertainment
Nokia 5110 Iphone X
4. • The three needs theory, proposed
by psychologist David McClelland,
is a motivational model that
attempts to explain how the needs
for power, affiliation, and
achievement affect the consumer
behavior.
5. 00 A TRIO OF NEEDS
01 POWER
02 AFFILIATION
03 ACHIEVEMENT
6. • The power need relates to an individual’s desire to
control his or her environment.
• It includes the need to control other persons and various
objects.
• It closely related to the ego need, in that many
individuals experience increased self-esteem when they
exercise power over objects or people.
8. • The affiliation need suggests that behavior is strongly
influenced by the desire for friendship, for acceptance,
for belonging.
• People with high affiliation needs tend to be socially
dependent on others.
• They often select goods they feel will meet with the
approval of friends.
10. • Individuals with a strong need for achievement often
regard personal accomplishment as an end in itself.
• People with a high need for achievement tend to be more
self-confident, enjoy taking calculated risks, actively
research their environments, and value feedback.
12. • Consumers‘ need for uniqueness is defined as an
individual’s pursuit of differentness relative to others that
is achieved through the acquisition, utilization, and
disposition of consumer goods for the purpose of
developing and enhancing one’s personal and social
identity.
Examples: Perfumes, Clothing, Hairstyles
17. Respondents are asked to indicate their level of agreement or
disagreement on the following five items.
1. I would buy a product just because it has status.
2. I am interested in new products with status.
3. I would pay more for a product if it had status.
4. The status of the products is irrelevant to me.
5. A product is more valuable to me if it has some snob
appeal.
19. Motivational Research
• “Term of Art” used to refer to qualitative research designed to
uncover the consumer’s subconciousness or hidden
motivations.
• Based on the premise that consumers are not always aware of
the reasons for their actions, motivational research attempts to
discover underlying feelings, attitudes, and emotions
concerning product, service, or brand use.
20. Sigmund Freud
Formulated the psychoanalytic theory
of personality provided the foundation
for the development of motivational
research.
This theory was built on the premise
that unconscious needs or drives—
especially biological and sexual
drives– are at the heart of human
motivation and personality.
21. Dr.Ernest Dichter
Formerly a psychoanalyst in Vienna.
Adapted Freud’s psychoanalytical
techniques to the study of consumer
buying habits.
According to him sex influence the
buying habits of the consumers in
buying their preferred product.
