marketing concept in mamanagement

1. INSTITUTE OF BUSINESSMANAGEMENT
C.S.J.M. UNIVERSITY, KANPUR
GUIDED BY:-
DR. SUDESH SRIVATAVA
(FACULTY OF IBM)
SUBMITED BY:-
ABHISHEK AWASTHI
ABHISHEK GUPTA
AKSHAY PANDEY
ASHISH SHUKLA
PRASHANT GUPTA
RAJAT SINGH
VAIBHAV SAXENA9/4/2016 6:06:18 AM 1

2. INTRODUCTION
Motivation is the driving force within individuals that impels
them to action this deriving force is produced by a state of
uncomfortable tension which exists as the result of
unsatisfied need.
This research examines the human needs that motivate
behavior and explore s the influence that such need have
on consumption behavior. The research proposes that a
consumer’s motivational mind-set affects the consumer’s
cognitive appraisal of the salesperson and the consumer’s
subsequent emotional response.

3. MOTIVATIONAL PROCESS MODEL

4. OBJECTIVE
1. To understand the type of human needs and
motives and the meaning of the goals.
2. To understand the dynamics of motivation ,
arousal of the needs, setting of the goals and
the interrelationship between needs and goals.
3. To learn about several system of needs
developed by researchers.
4. To understand how human motives(emp.) are
studied and measure.

5. CONCEPTUAL OVERVIEW
This research focuses on two main independent
variables – a consumer’s motivational mind-set and
salesperson behavior. The interaction between these
variables is examined in the context of an interpersonal
sales encounter.
TYPES OF NEEDS
Innate Needs
Physiological (or biogenic) needs that are
considered primary needs or motives
Acquired needs
Generally psychological (or psychogenic)
needs that are considered secondary needs
or motives

6. TYPES OF MOTIVES
Rational Motives
Goals chosen according to objective criteria (e.g.,
price)
Emotional Motives
Goals chosen according to personal or subjective
criteria (e.g., desire for social status)
Latent Motives
Motives that the consumer is unaware of or
unwilling to recognize Harder to identify Require
projective techniques to identify
Manifest Motives
Motives that the consumer is aware of and willing
to express

7. GOALS
Generic Goals
the general categories of goals that consumers see
as a way to fulfill their needs
e.g., “I want to get a graduate degree”
Product-Specific Goals
the specifically branded products or services that
consumers select as their goals
e.g., “I want to get an MBA in Marketing from IIM”

8. THE SELECTION OF GOALS
The goals selected by an individual
depend on their:
Personal experiences
Physical capacity
Prevailing cultural norms and
values
Goal’s accessibility in the physical
and social environment

9. MOTIVATIONS AND GOALS

10. THE DYNAMIC NATURE OF MOTIVATION
Needs are never fully satisfied
New needs emerge as old needs are
satisfied
A given need may lead totally different goals
Consumers are more aware of their goals
than their needs
Consumers have multiple needs
Past experiences (success/failure) influence
goals
Arousal of motives

11. PHILOSOPHIES CONCERNED FOR TYPES AND
SYSTEM OF NEEDS
Behaviorist School
Behavior is response to stimulus
Elements of conscious thoughts are to be
ignored
Consumer does not act, but reacts
Cognitive School
Behavior is directed at goal achievement
Need to consider needs, attitudes, beliefs, etc.
in understanding consumer behaviour

12. MASLOW’S HIERARCHY OF NEEDS

13. MURRAY’S LIST OF PSYCHOGENIC NEEDS
Needs Associated with Inanimate Objects:
Acquisition, Conservancy, Order, Retention, Construction
Needs Reflecting Ambition, Power, Accomplishment, and
Prestige:
Superiority, Achievement, Recognition, Exhibition,
Infavoidance, defendance
Needs Connected with Human Power:
Dominance, Deference, Similance, Autonomy, Contrariance
SadoMasochistic Needs :
Aggression, Abasement
Needs Concerned with Affection between People:
Affiliation, Rejection, Nurturance, Succorance, Play
Needs Concerned with Social Intercourse:
Cognizance, Exposition

14. MCCLELLAND’S TRIO OF NEEDS
Power
Individual’s desire to control environment
Affiliation
Need for friendship, acceptance, and
belonging
Achievement
Need for personal accomplishment closely
related to egoistic and self-actualization
needs

15. REVIEW OF LITERATURE AND HYPOTHE
Educational psychologists have long recognized
the importance of motivation for supporting student
learning. More recently, the Partnership for 21st
Century Skills has identified initiative as one of the
life and career skills necessary to prepare students
for post-secondary education and the workforce.
The needs and behavior are changes with respect
to age of a person.

16. SAMPLING AND SCALING
Sample is taken from various employees in Kanpur
and the sample size is 100 in which 64 percent
people are age of 20-30, 25 percent people are age
of 31-40 and 11 percent people are age of 40 to 50.
The five point semantic scale ranging from “never” to
“always”.

17. 1. When I have choice ,I try to work in group instead of by myself.
0
5
10
15
20
25
Always very often sometimes Rarely Never
23
22
12
5
2
13
8
1
2
1
4
3
2
1 1
18 to 30
31 to 40
Above 40

18. 40, 40%
33, 33%
15, 15%
8, 8%
4, 4%
Always
Very often
Sometimes
Rarely
Never

19. 2. IN MY WORK ASSIGNMENT , I TRY TO BE MY OWN BOSS.
0
5
10
15
20
25
30
Always very often sometimes Rarely Never
10
12
26
8 8
4
6
12
1 21
3 3 2 2
18 to 30
31 to 40
Above 40

20. 15, 15%
21, 21%
41, 41%
11, 11%
12, 12%
Always
Very often
Sometimes
Rarely
Never

21. 3. I seek an active role in the leadership of a group.
0
5
10
15
20
25
Always very often sometimes Rarely Never
24
20
17
2
1
6
3
14
1 1
6
3
1 1
0
18 to 30
31 to 40
Above 40

22. 36, 36%
26, 26%
32, 32%
4, 4% 2, 2%
Always
Very often
Sometimes
Rarely
Never

23. 4. I try my best to work alone on a job.
0
5
10
15
20
25
30
35
Always very often sometimes Rarely Never
15
35
8
4 3
10 10
2 2 1
5
2 2 1 1
18 to 30
31 to 40
Above 40

24. 30, 30%
46, 46%
12, 12%
7, 7%
5, 5%
Always
Very often
Sometimes
Rarely
Never

25. 5. I pay a good deal of attention to the feelings of others at work.
0
5
10
15
20
25
30
Always very often sometimes Rarely Never
28
23
10
1
2
5
16
2
1 1
4
2 2 2
1
18 to 30
31 to 40
Above 40

26. 37, 37%
41, 41%
14, 14%
4, 4% 4, 4%
Always
Very often
Sometimes
Rarely
Never

27. 6.I take a moderate risks and stick my neck out to get ahead at work.
0
5
10
15
20
25
30
Always very often sometimes Rarely Never
7
24
30
2
11
2
14
5
3
1
2
3 3
2
18 to 30
31 to 40
Above 40

28. 9, 9%
28, 28%
47, 47%
10, 10%
6, 6%
Always
Very often
Sometimes
Rarely
Never

29. 7. I disregard rules and regulation that hamper my personal freedom.
0
5
10
15
20
25
30
35
40
Always very often sometimes Rarely Never
5
11
40
6
23 4
16
1 11 2 3 2 3
18 to 30
31 to 40
Above 40

30. 9, 9%
17, 17%
59, 59%
9, 9%
6, 6%
Always
Very often
Sometimes
Rarely
Never

31. 8.I express my disagreements with others openly.
0
5
10
15
20
25
Always very often sometimes Rarely Never
24
20
6 6
8
9
10
3
2
1
4 4
1 1 1
18 to 30
31 to 40
Above 40

32. 37, 37%
34, 34%
10, 10%
9, 9%
10, 10%
Always
Very often
Sometimes
Rarely
Never

33. 9.I consider myself a “team player ” at work.
0
5
10
15
20
25
30
Always very often sometimes Rarely Never
26
22
8
2
65
8
6
3 3
1
3
1
3 3
18 to 30
31 to 40
Above 40

34. 32, 32%
33, 33%
15, 15%
8, 8%
12, 12%
Always
Very often
Sometimes
Rarely
Never

35. 10.II try to perform better then my coworkers
0
5
10
15
20
25
30
35
Always very often sometimes Rarely Never
35
20
5
2 2
10 9
3 2 12
5
2 1 1
18 to 30
31 to 40
Above 40

36. 47, 47%
34, 34%
10, 10%
5, 5% 4, 4%
Always
Very often
Sometimes
Rarely
Never

37. CONCLUSION
All behavior is goal oriented goals and goals are sought result
of motivated behavior the form of direction that behavior takes
– the goal that is selected – is the result of the thinking
processes and previous learning.
Motives can not be easily inferred from consumer behavior
people with different needs may seek fulfillment through
selection of the same goals, people with the same needs may
seek fulfillment through different goals . Other needs widely
integrated into consumer advertising include the needs for
power, affiliation achievement.