Consumer motivation

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Motivation helps any human being to set goals. Goals drives us to buy products to achieve it.

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Consumer motivation

  1. 1. CONSUMER MOTIVATION By Balachandar K Reference Book: Consumer behavior, Schiffman & Kanuk
  2. 2. Motivation – Definition  Motivation is the driving force within individuals that impels them to action.
  3. 3. Model of Motivational Process
  4. 4. Needs  Innate Needs (Biogenic or Primary) – Physiological needs  Acquired Needs (Psychological or Secondary) – Learned from culture or environment.  Extrinsic Needs – Motivates an individual to achieve end results.  Intrinsic Needs – His/ her own comfort.  MOTIVES – Positive and Negative  Positive – Shaping up the body  Negative – To avoid health problems
  5. 5. GOALS  Generic Goals  Product Specific Goals The selection of Goals  Personal experiences  Physical capacity  Prevailing cultural norms & values  Goals accessibility in the physical and social environment  Individuals characteristics
  6. 6.  Positive and Negative Goal  Positive Goal( Approach Object) – towards which behavior is directed.  Negative Goal ( Avoidance Object) – behavior which is directed away.  Promotion and Prevention Focus  Promotion – growth and development.  Prevention – safety and security.  Utilitarian and Hedonic  Utilitarian – Utility  Hedonic – feelings, to enhance satisfaction
  7. 7. Interdependence of Needs and Goals  Needs and goals are interdependent; neither exists without the other.  Individuals are more aware of their physiological needs than are of their psychological needs.
  8. 8. Rational Vs Emotional Motives  Rational – people choose product which gives most utility (size, weight, price and miles)  Emotional – people select goals according to personal or subjective ( eg: pride, fear, affection or status)
  9. 9. Dynamics of Motivation  Needs are never fully satisfied  Needs emerge as old needs are satisfied  Success and failure influence goals:  Substitute Goals  Frustration  Defense Mechanism  Aggression – express anger.  Rationalization – they say the goal is worthless.  Regression – childish behavior.  Withdrawal  Projection – blaming others  Daydreaming / fantasizing.  Identification – solving the issue by comparing with others.  Repression or suppression, Sublimation – avoid thinking about the goal itself.
  10. 10. Arousal of Motives  Physiological Arousal  Emotional Arousal  Cognitive Arousal
  11. 11. Types and systems of Needs
  12. 12. Segmentation and promotional applications
  13. 13.  Power e.g. ego needs  Affiliation e.g. groups  Achievement e.g. self confident A trio of needs
  14. 14. Measurement of Motivation  Qualitative Research e.g. underlying feelings, attitudes, and emotions concerning product, service or brand etc.  Metaphor analysis  Story telling  Word association and sentence completion  Thematic apperception test  Drawing pictures and photo sorts

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