The document discusses two theories of motivation: Maslow's hierarchy of needs theory and McClelland's theory of need achievement. Maslow's theory proposes that people are motivated to fulfill basic physiological needs first, and then progress up a pyramid to fulfill safety, social, esteem, and self-actualization needs. McClelland identified three core motivators: need for achievement, affiliation, and power, with people having different characteristics depending on their dominant motivator. The document provides examples of how marketers appeal to different needs in their campaigns.

1. Professor
Varsha Mam

2. Created By
Prathamesh
Navale

3. Definition & Motivation Process
Definition
“Motivation is an inner drive that reflects goal-directed arousal.
In consumer behavior context, the result is a desire for a
product, service, or experience. It is the drive to satisfy needs
and wants, both physiological and psychological, through the
purchase and use of products and services”.

4. MOTIVATION
PROCESS

5. Unfulfilled
Needs, Wants
Desire
Tension Drive Behaviour
Goal Or
Need
Fulfilment
Learning
Cognitive
Process
Tension Reduction
Figure Of
Motivation Process

6. MASLOW’S
NEED
THEORY

7. Self- Actualization Needs
(Self Development)
Esteem Needs
(Prestige-Status)
Social Needs
(Sense of Belonging, Love)
Safety Needs
(Security)
Physiological Needs
(Food, Water, Shelter, Clothing)
Maslow Theory of Hierarchy of Needs:
This theory classifies motives into five
groupings and suggests the degree to
which each would influence behaviour.
The classification divides need of an
individual across the following
categories: Physiological, safety,
belongingness & love, self-esteem and
lastly, self-actualization.

8. While the physiological motives would have the greatest influence on behaviour until they are adequately satisfied. Once each
level of need is taken care of, the individual is likely to seek the next potent motive, graduating all through the top of the pyramid
of needs drawn above.
 Physiological Needs : These form the most dominant needs as they are key for basic survival. They include food, clothing
and shelter. If these are not satisfied, the person cannot function optimally. Potential Example : The ‘Meri Masala Maggi’
campaign that features faces of real-life customers on pack.
 Safety Needs : Once physiological needs are satisfied, one looks for security and safety and that becomes the driving force
of survival. This includes stability/ control over one’s life. Potential Example : LIC ‘Zindagi ke saath bhi, Zindagi ke baad bhi’
 Social Needs : People seek relationships with other people to feel a sense of belonging, that also adds a stronger purpose
for living. Potential Example : LinkedIn’s ‘In It Together’ campaign that talks about belonging from a professional network
point of view.
 Esteem Needs : This category of needs satisfies the ego at large. It helps one gain social status/prestige and helps build an
image either for self or the larger world. Potential Example : Royal Stag Music’s ‘Make it Large’ campaign.
 Self- Actualization Needs : Self-actualization is achieved when you’re able to reach your full potential. It is about
experiencing the feeling of being limitless. Most people do not reach this stage of needs as they are busy meeting pressing
needs. Potential Example : Nike’s ‘Find your Greatness’ campaign illustrates this beautifully.

9. McClelland’s Theory
of
Need Achievement

10. Power
Affiliation
Achievement

11. McClelland identified three motivators that he believed we all have: a need for achievement, a need for
affiliation, and a need for power. People will have different characteristics depending on their dominant
motivator. According to him, these motivators are learned (which is why this theory is sometimes called
the Learned Needs Theory) and he says that, regardless of our gender, culture, or age, we all have three
motivating drivers, and one of these will be our dominant motivating driver at each phase in life. This
dominant motivator is largely dependent on our culture and life experiences:
 Need for Achievement: People motivated by achievement need challenging, but not impossible,
projects. They thrive on overcoming difficult problems or situations.
 Need for Affiliation: People motivated by affiliation work best in a group environment, versus
working alone, whenever possible as they constantly seek social validation and warmth/affection.
They also don't like uncertainty and risk. These people often don't want to stand out.
 Need for Power: Those with a high need for power work best when they're in charge of situations
as they enjoy competition. They do well with goal-oriented tasks and are very effective in
negotiations. They like to stand out/get attention at all times.

12. Thank
You !