CONSUMER MOTIVATION

PRESENTED BY

ABHIDEEP HAZARI

CONSUMER MOTIVATION

• Motivation is the driving force within individuals that impels them to action.

• Motive for action• Inner power and energy • Can be applied to every action and

goal• Encourages action or feelings

Consumer Motivation

NEEDS

• Needs are the essence of the marketing concept. Marketers do not create needs but can make consumers aware of needs.

• Needs are never fully satisfied, moreover, new needs emerge as old needs are satisfied.

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

Model of the Motivation Process

Rational versus Emotional Motives

• Rationality implies that consumers select goals based on totally objective criteria such as size, weight, price, or miles per gallon

• Emotional motives imply the selection of goals according to personal or subjective criteria

The Dynamic Nature 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

Defense Mechanism

• Methods by which people mentally redefine frustrating situations to protect their self-images and their self-esteem

AggressionRationalizationRegressionWithdrawalProjectionAutismIdentificationRepression

What type of defense

mechanism is this

spokesperson using in

this ad?

Arousal of Motives

• Physiological arousal• Emotional arousal• Cognitive arousal• Environmental arousal

Maslow’s Hierarchy of Needs

This ad reflects

a need for accomplishme

nt with a

toothpaste.

A 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

Measurement of Motives

• Researchers rely on a combination of techniques

• Combination of behavioral, subjective, and qualitative data

• Construction of a measurement scale can be complex

Motivational Research

• Qualitative research designed to uncover consumers’ sub- conscious or hidden motivations

• Attempts to discover underlying feelings, attitudes, and emotions

Qualitative Motivational Research

• Metaphor analysis• Storytelling• Word association and sentence

completion• Thematic apperception test• Drawing pictures and photo-sorts