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CONSUMER NEEDS AND MOTIVATION.pptx

(1) Motivation is the driving force that energizes and directs behavior towards a desired goal. It is one of three key factors that influence buying behavior, along with ability to buy and opportunity to buy. (2) Needs, whether innate or acquired, create tension that motivates behavior aimed at fulfilling those needs. Maslow's hierarchy proposes that lower level needs must be satisfied before higher level needs emerge, from physiological to safety to social needs. (3) Marketers aim to influence consumer cognitive processes by appealing to rational motives like quality or price, as well as emotional motives like status or pride associated with products.

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Consumer Needs and Motivation “A person is said to be motivated when his or her system is energized (aroused), made active and behaviour is directed towards a desired goal”. Before we go in deep, let us know the place of motivation in Buying Behaviour. Following diagram (3.1) shows that a given instance of buying behaviour is the result of three factors multi plied by each other, the ability to buy something, the opportunity to buy it and the motivation i.e. the wish, the need or the desire to do so.
It is important for marketers to realize that motivation is only one of the essential elements that contributes to buying behaviour as given in Fig. 3.1. No amount of love or money or other incentives could motivate the person who is not able to walk. Similarly, if a shopkeeper is offering sale on all the items but he/she opens on weekdays only upto 6.00 p.m. In this case even if people are motivated but the shopkeeper is giving very little opportunity to act on their motivation. Similarly, suppose a company is offering a new product line and spending much on heavy advertisement, company is not ensuring whether the products are available in all the outlets.
Needs, Goals and Motives: Motivation can also be described as the driving force within individuals that impels them to action. As shown in the figure 3.2, this driving force is the result of tension, which in turn is because of unfulfilled needs. To reduce tension, every individual strives for fulfilling their needs. This basically, depends on each individual how they fulfill their needs i.e. individual thinking and learning (experiences). Therefore, marketers try to influence the consumer’s cognitive processes.
Needs: Every individual has needs, they are innate and acquired. Innate needs are also called physiological needs or primary needs which include food, water, air, shelter or sex, etc. Acquired needs are those needs that we learn from our surroundings / environment or culture. These may include need for power, for affection, for prestige, etc. These are psychological in nature; therefore they are also called as secondary needs. Needs: Every individual has needs, they are innate and acquired. Innate needs are also called physiological needs or primary needs which include food, water, air, shelter or sex, etc. Acquired needs are those needs that we learn from our surroundings / environment or culture. These may include need for power, for affection, for prestige, etc. These are psychological in nature; therefore they are also called as secondary needs.
From marketer point of view, there are four types of goals: (a) Generic goals: General classes of goals that consumers select to fulfill their needs. For example, need for washing hands. (b) Product specific goals: or washing hands what kind of product is used. For example, use soap, liquids etc. (c) Brand specific goals: For example, which soap – Lux, Pears etc., to be purchased. (d) Store specific goals: From where that product must be purchased.
Goal Selection: The goals selected by individuals depend on their personal experiences, physical capacity, goal’s accessibility in the physical and social environment and above all the individual’s cultural norms and values. For example, if a person has a strong hunger need, his/her goal will depend on what is available at that moment, in which country he is i.e., if in India cannot eat steak, as it is against his values and beliefs. He will have to select a substitute goal which is more appropriate to the social environment. An individual’s own perception of his/her also influence the selection of the goal. The products a person owns, would like to own, or would not like to own are often perceived in terms of how closely they are congruent with the person’s self image. It is seen that usually that product is selected by an individual which has a greater possibility of being selected than one that is not.
Motives: Consumer researchers have given two types of motives- rational motives and irrational (emotional) motives. They say, that consumers behave rationally when they consider all alternatives and choose those that give them the greatest utility. This is also known as economic man theory. Marketers meaning of rationality is when consumers select goals based on totally objective criteria such as size, weight or price, etc. Emotional motives imply the selection of goals according to personal or subjective criteria. For example, desire for status, individuality, fear of owning the product (from society), pride, affection, etc.
Maslow’s Hierarchy of Needs: Human needs tend to be diverse in content as well as in length. Dr. Abraham Maslow has formulated a widely accepted theory of human motivation based on hierarchy of human needs which is universally accepted. He has stated five basic levels of human needs which rank in order of importance from lower level (psychological) needs to highest level (physiological) needs. This theory suggests that all individuals try to satisfy the lower level needs before higher level needs emerge. The lower level of unsatisfied needs that an individual experiences serves to motivate his or her behavior. When this need is satisfied, then a higher level need emerges and again tension appears. To reduce this tension, the individual gets motivated and fulfills it. When this need is satisfied, a new i.e., higher need emerges and the process goes on in the life span of an individual.
Physiological Needs: This is the first and most basic level of needs which are called Physiological needs. These needs are also called primary needs, which are required for sustenance namely food, water, air, shelter, clothing, sex (all biogenic needs). According to Maslow, physiological needs are dominant when they are chronically unsatisfied. For example, a man who is very hungry, then no other thing interests him than food. He dreams food, he remembers food and he perceives only food. Safety Needs: After the physiological needs are fulfilled, safety and security needs become the driving force behind an individual’s behaviour. These are concerned with physical safety, for example, order, stability, familiarity, routine, control over one’s life and environment, and certainty, etc. This means a person will eat lunch not only that day but also every day far into the future.
(1) Physiological — housing, food, drink, clothing. (2) Safety — insurance, burglar alarms (Wesco, Auto cop), Fire alarms, cars with air bags. (3) Self-esteem — high status brands, goods or services like owning microwave etc. (4) Social — greeting cards, holiday packages, team sports equipment. (5) Self actualization — educational services etc. Consumer choice is very important in satisfying all these needs, even the physiological ones is of particular importance to marketing. We can see that how the cola companies have replaced themselves with tap water to quench people’s thirst. And in particular why choose Coke rather than Pepsi or vice versa. It is also important to note that many products can be used to satisfy several different levels of needs for example- a car, a book, telephone etc.
Critics to Maslow’s Need Hierarchy Level: (1) Concepts are too general: It is said that hunger and self-esteem are considered to be similar needs but the former is urgent and involuntary in nature whereas latter is a conscious and voluntary type. (2) This theory cannot be tested empirically: This means that there is no way to measure precisely how satisfied one need must be before the next higher need becomes active. Need hierarchy is also used for the basis of market segmentation with specific advertising appeals directed to individuals on one or more need levels. For example- cigarette ads, soft drink ads etc., often stress a social appeal by showing a group of young people sharing good times as well as the product advertised. It is also used for positioning products policies, education and vocational training etc.
Social Needs: he third level of Maslow’s hierarchy includes such needs as love, affection, belonging and acceptance. Advertisers of personal care products often emphasize all these social motives in their advertisements. Egoistic Needs: This is the fourth level of Maslow’s hierarchy of needs. According to Maslow, this becomes operative when the social needs of a person are more or less satisfied. Egoistic needs can be inward or outward or both oriented. Self-Actualization: This was not coined by Maslow but was done by Gestalt theorist called Kurt Goldstein but he popularized it. Maslow explained the term, in brief, by saying that individual at this stage has need to actualize or realize all of one’s unique potential and what one can be. This need can never be fulfilled, moreover, very few of the people reached this level. The more self actualized people become, the more they want to become. This is a motivation with its own inner dynamic.