THE CONSUMER MOTIVATION

2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
Consumer Motivation:
Motivation, Needs, Motives, Motivating Consumers
Lecture
4

Lets understand Motivation
Motivation is the driving force within individuals that
impels them to action. ‫الحافز‬‫تحفيز‬
Motivation is highly dynamic and constantly changes
in response to life experiences. Motivations change
as we age, interact with others, change careers,
acquire wealth, become ill, marry or divorce, or
pursue education.

Types of Motivation
Intrinsic Motivation is defined as performing an
action or behavior because you enjoy the activity itself.
Extrinsic Motivation is done for the sake of some
external outcome, the inspiration for acting on intrinsic
motivation can be found in the action itself.
 Studying because you want to get a good grade
 Cleaning your room to avoid being reprimanded by your parents
 Participating in a sport to win awards
 Competing in a contest to win a scholarship
 Participating in a sport because you find the activity enjoyable
 Solving a word puzzle because you find the challenge fun and exciting
 Playing a game because you find it exciting

the Dynamics of Motivation
 Needs are never fully satisfied
 New needs emerge as old needs are satisfied
 People who achieve their goals set new and
higher goals for themselves
 When a consumer cannot attain a specific goal
he/she anticipates will satisfy a need, they develop
substitute goal (creates frustration/ tension).
 Substitute goals may actually replace the primary
goal over time.

understanding Motivation as a Psychological Force
Motivation is produced by a state of tension, by
having a need which is unfulfilled. Consumers want
to fulfill these needs and reduce the state of tension.
Example: Need for food
Needs are the essence of the marketing concept.
Marketers do not create needs but can make
consumers aware of needs
Example: Need for a pair of jeans

Types of Needs
• Innate Needs
– Physiological (or biogenic) needs that are
considered primary needs or motives.
• Acquired Needs
– Learned in response to our culture or
environment. Are generally psychological and
considered secondary needs.

Types of Need?
An Innate or Acquired need?

Types of Motivation

Survey Physical Exercise?
People were
asked, will they
do more
exercise,
if they have
these
equipment at
home?
QUESTION
Maximum
people replied,
YES.
They will be
able to do more
exercise at
home.
ANSWER

People do
more exercise,
if they go to a
Gym.
Environment
motivates to
actions.
REASON
Results More Physical Exercise at Gym?

In reality Physical Exercise?
At home many distractions
appear those lead to ,
shorter time and
postponement happens.
OBSERVATION
In Gym, no distraction,
longer work outs, more
focus and overall
environment motivates.

Understanding Consumer Motivation
Consumer has an inner desire to consume these products
Consumer also wanted reduce intake (sugar, fat, chocolate etc).
MOTIVATION ACTION
+ +
RESULT

Understanding Consumer Motivation
Conflicting Goals
 The 100 calorie.
 Miniature chocolate business.
 7.5 ounce "mini"-sized soft drink cans.
Motivation is the
driving force within
individuals that
impels them toaction.

Challenge of understanding Consumer
Motivation
 Reasons underlying consumer motivation are not always “obvious”
 Research is necessary to discover real motivations behind behaviors
 People don’t always want to disclose real reasons for their actions
 People don’t always know why they do what they do —unconscious
motivation
 Motivations change over time

To which of Maslow’s Need does this ad appeal?
Both Physiological and Social Needs

Egoistic needs
Respect by others

Safety needs

Consumer Goals
The sought-after results of motivated behavior
Generic goals are general categories of goals
that consumers see as a way to fulfill their needs
Product-specific goals are specifically
branded products or services that consumers
select as their goals

Class activity – Narrate your goals
What are three generic goals you have set for
yourself in the past year?
- Use a single sheet paper for your response.
- Write your name and number at the top of the sheet.
- You have 10 minutes to finish this activity.
- Creative responses are allowed 

Motive
 Motive is a reason to do something.
 Your reason to do something is your Motive.

Arousal of Motive
 Physiological arousal
 Emotional arousal
 Cognitive arousal
 Environmental arousal
- Hungry, thirsty.
- Weather.
- Think about need.
- Sad, Frustrated.
Arousal ‫الاثارة‬

Motivating Consumers - MONEY
• Price cuts, specials, rebates, and coupons motivate
purchase
• Resulting sales may increase, but profits may not
• Attracts consumers less likely to repeat
• Price reductions may increase price sensitivity

Motivating Consumers – OTHER INCENTIVES
Premiums, free products, contests, are designed
to motivate consumers to purchase.

Motivating Consumers – LOYALTY PROGRAMS
 Motivate repeat buying by providing rewards to customers
based on how much business they do with the company
 Tracks consumer purchases and provides estimates of
Customer Lifetime Value

Motivating Consumers – ENHANCING RISK
 Perceived risk: consumers’ apprehensions about the
consequences of their behavior (buying and consuming the
product)
 Educating consumers about risks may motivate them to
make more informed choices that reduce exposure to risk

Motivating Consumers – PROVOKE CURIOSITY
 For new products, educating
potential customers is crucial
 Curiosity often leads to an
enhanced need for information
 May advertise a benefit that is
not normally associated with the
product

Thank you and Good Bye, till next class.

THE CONSUMER MOTIVATION

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