Consumer Needs & Motivation one the important detriment to understand scope of marketing
1.
2. Consumer behavior may be defined as the
process whereby individuals decide whether ,
when, where ,how and from whom to
purchase goods and services.
3. The ability to buy something,
The opportunity to buy it
The motivation
4. 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”.
Motivation is the driving force within
individuals that impels them to action. This
driving force is produced by a state of
uncomfortable tension, which exists as the
result of an unfulfilled need.
5. We all have needs, wants and desires. The
drive to reduce need-inducted tension results
in behaviour that we anticipate will satisfy
needs and thus bring a more comfortable
state.
6. A.PRIMAY NEEDS: which include food, water,
air, shelter or sex, etc. it is also called innate
or physiological needs.
B.SECONDARY NEEDS: These may include need
for power, for affection, for prestige. It is also
called acquired needs . We learn this needs
from our environment or culture
8. All behaviour is goal-orientated. Goals are
the sought-after results of motivated
behaviour. The form of direction that
behaviour takes – the goal that is selected – is
a result of thinking process and previous
learning.
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.
9. Generic goals
Product specific goals
Brand specific goals
Store specific goals
10. “A motive may be defined as a drive or an
urge for which an individual seeks
satisfaction. It becomes a buying motive
when the individual seeks satisfaction
through the purchase of something.”
……..W.J. Stanton
12. Needs are never fully satisfied.
Success and failure influence goals.
Needs and goals are constantly changing.
Consumer have multiple needs.
Motives are difficult to infer from behavior.
Motives can be aroused in many ways.
Consumer are aware for their goals than their
needs.
