22 cb motivation 2015

1. Consumer Behaviour 2015 -Prof. Rajesh Satpathy

2. “If there is any one ‘P’ that is dominating the marketing world, it
is Psychology.” This is the first silent ‘P’ that marketer need to
know!!!
Individual Determinants of Behavior- Motivation

3. Consumer Needs
Marketers today needs to get into the mind of the consumer to
understand the needs n wants.
The process of motivation begins when a need arises that a
consumer wishes to satisfy.
• Physiological Needs
These are the most fundamental needs of the consumer i.e.
food, water, sleep n air.
Eg: Grocery items
Individual Determinants of Behavior- Motivation

4. Consumer Needs
• Safety n Health Needs
Safety needs motivates the purchase of Helmets, security
systems, firearms, life insurance products.
Examples:
Nippon Central Car locking systems,
Life Insurance Industry is one of the leading example of the
industry thriving on the safety need.
Individual Determinants of Behavior- Motivation

6. Consumer Needs
• Need for Love n Companionship
All of us need love n companionship of others. Product like
cards, chocolate, flowers n gifts are associated with love.
Eg: Archies Cards, Hallmark Cards
• Need for Pleasure
When one feels thirsty he/she may take a cold drink. Here he is
not only satisfying his basic need of thirst but also enjoying
other pleasure…the consumption experience.
Eg: Sprite, Tuborg Energy Drink, Urzza Energy Drink
Individual Determinants of Behavior- Motivation

7. Consumer Needs
• Social Image Needs
Everybody is concern about how he/she perceived by co-
workers, friends, neighbors n society as a whole… Attractive,
Impressive…n successful by others.
Eg: VLCC Slimming Centre, Loreal Hair Colors, Van Heusen,
Cosmetic Dentistry.
• Need to Possess
In a materialistic society people want to possess painting,
antique items of historical significance .
Eg: Vijay Mallaya’s possession of Mahatma’s belongings
Individual Determinants of Behavior- Motivation

8. Social Image Needs

9. Motivation
“Motivation is a propelling energy within a individual that
directs him towards action. Unfulfilled needs create unrest in
individual n this produces propelling force.”
“Behind every human action there is a particular need or
motive”
Motive
A motive is a construct representing an unobservable inner
force that stimulates energy, direction n provides specific
behavior.
Eg: A girls desire is to look slim n beautiful
Individual Determinants of Behavior- Motivation

10. Social Image Needs

11. Motivation
Drive
Drive consists of both strength n direction. The degree of
arousal that a consumer experiences is called drive.
Eg: A girls desire is to look slim n beautiful
Construct One … to get slim she can join a slimming centre…
Construct Two… Can go for dieting… Drive is she would go to
what extent to get slim !!
Individual Determinants of Behavior- Motivation

12. Motivation
Goal
A goal is the desired end state that a consumer is motivated to
reach. Goals are known as the sought after result of motivated
behavior.
Eg: A customer is feeling hungry… his goal is to eat something…
this a generic goal.
Construct One… feeling hungry n want to go to Idli Bhawan for
South Indian food…
He is specific about the Product (South Indian food) and also
Brand (Idli Bhawan)… here the customer goal is product specific.
Individual Determinants of Behavior- Motivation

13. Triggering Consumer Motives
A marketer is interested in triggering consumer motives so that
he/she may be motivated to purchase. An attempt to move
consumer from actual state to desired state is called need
arousal or triggering.
This can be done by 4 distinct stimuli…
• Physiological- This can be triggered by arousing the body
biological response.
Eg: Barista Coffee Outlet by spraying coffee smelled room
freshener…
Individual Determinants of Behavior- Motivation

15. Triggering Consumer Motives
• Cognitive- Provoking awareness n mental processing of the
product which leads to purchase.
Eg: Idea Cellular- remembering old friends n get in touch with
them
• Environmental- Creating a psychological imbalance in the mind
of the consumer n then sell the product.
Eg. Sony Play Station
Individual Determinants of Behavior- Motivation

17. Triggering Consumer Motives
• Emotional- Emotional arousal by marketers to sell their
product / Services
Eg: SMC, LIC, VIP Luggage
Individual Determinants of Behavior- Motivation

19. Thank You.