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Consumer Motivation

Lecture by Asif SarwarKarachi University

February 2010 ‘

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Sequence of the Presentation What is a consumer Motivation?Consumer Motivation as a psychological force.Dynamics of consumer motivationTypes and system of needs.The measurement of Motives.ConclusionsReview and discussion.

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CONSUMER MOTIVATION?

Motivation is a driving force that impels people toact.

In a consumer behavior context, the results is a desire for a product, service, or experience.

It is the drive to satisfy needs and wants, bothphysiological and psychological, through thepurchase and use of products and services

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CONSUMER MOTIVATION-concept

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Consumer motivation asPsychological force

Motivation is concerned with inspiring the manto work to get the best result.

Motivation act as a state of need-induced tensionthat ‘drives’ the individual to engage in behaviorthat will satisfy the need and thus reduce the

tension.Thus Marketers view motivation as a force that induces consumption and consumer learning .

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CONSUMER MOTIVATION

Consumer Motivation is developing different basic needs in the people to motivate behaviourso that they buy things for different reasons.

Survival & profitability are dependent onconsumer’s needs satisfaction

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CONSUMER MOTIVATION

TYPESPOSITIVE MOTIVATION

In real sense, motivation means positive motivation. Positivemotivation induces people to do work in the best possiblemanner and to improve their performance. Under this,better facilities and rewards are provided for their betterperformance. Such rewards and facilities may be financial andnon-financial.

NEGATIVE MOTIVATIONFEAR OR AVERSIONS OR RELUCTANCENegative motivation aims at controlling the negative efforts of the work and seeks to create a sense of fear for the worker,which he has to suffer for lack of good performance. It is basedon the concept that if a worker fails in achieving the desiredresults, he should be punished.

Ex: INVESTMENTS IN STOCKS

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CONSUMER MOTIVATION

MOTIVES

RATIONAL MOTIVESTAKING DECISION AFTER EVALUATING ALL

ALTERNATIVES (OBJECTIVE CRITERIA)

EX: ANY TELEVISIONEMOTIONAL MOTIVES

TAKING DECISION BASED ON BRAND, PERCEPTIONOR EMOTIONAL BENEFIT(SUBJECTIVE CRITERIA)

EX: SONY WEGA

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TYPES OF NEEDS…..

PYSIOLOGICAL PSYCHOLOGICAL

PRIMARY SECONDARYINNATE ACQUIRED

Ex: food, clothes, shelter etc Ex: KFC, Armani, DHA etc

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DYNAMICS OF CONSUMERMOTIVATION

NEEDS ARE NEVER SATISFIED

New needs emerge as old needs are satisfied

Success and failure influence goalsSubstitute goals

Frustration and defense mechanism

Multiplicity of Needs

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GOALS…. GOAL SELECTION IS A FUNCTION OFSUCCESS & FAILURELEVEL OF ASPIRATION IS RAISED ONSUCCESS & LOWERED ON FAILURE

AND SETTING NEW GOAL ACCORDINGLY.

EX: GETTING ADMISSION TO KU THENGETTING HIGHER GRADES & SO ON..

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SUBSTITUTE GOALS:

IN CASE OF NOT ATTAININGGOAL, MAKING AN ALTERNATIVE

EX: MARKETING MAJORS GRADUATEWANT UNILEVER/P&G,SUBSTITUTE AS EBM

EX: CONSUMER WANTS COROLLABUT SUBSTITUTE AS VITZ

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FRUSTRATION & DEFENSEMECHANISM

FAILURE RESULTS IN FEELING OFFRUSTRATION

REDIFIING SITUATION FORPROTECTING SELF IMAGE & ESTEEM

EX: 100K VS 50K & PART TIMEBUSINESS

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DEFENSE MECHANISM VARIABLES

AGGRESSION: NOT ADAPTIVE/IN FLEXIBLEEX: NESTLE/Mc DONALD

RATIONALIZATIONEX: PETROL VS CNG USE ON INCREASE OF PRICES

REGRESSION: CHILDISH BEHAVIOUREX: HANGTEN 75% DISCOUNT

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DEFENSE MECHANISM VARIABLES

WITHDRAWL: BE A PART OF SYSTEM ORQUIT THE SYSTEM

EX; BRAIN DRAIN & CONSULTING AGENCIES

PROJECTION: BLAMING HIMSELF FORFAILURE

EX; FAILURE IN EXAM ON A SMALLMARGIN

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DEFENSE MECHANISM VARIABLES

IDENTIFICATION: IDENTIFYING WITHOTHER PERSONS OR SITUATIONWHICH ONE SEEMS RELEVANT

EX: SKIN ISSUES OR DANDRUFFREPRESSION:

EX: LEAVING COUNTRY & SETTLEMENTABROAD

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MASLOW HIERARCHY NEEDS

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HIERARCHY OF NEEDS

PHSIOLOGICAL NEEDS: FOOD,CLOTHING, SHELTER

EX: UMRA OR ABROAD & ACCOMODATION

SEARCHING OF HALAL ABROAD & FISHEARTH QUAKE IN CHILE

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HIERARCHY OF NEEDS

SAFETY/SECURITY NEEDS:

EX; TRACKER & INSURANCEBOUNDRY WALL APARTMENTBANK ACCOUNT & LOCKER

MEDICAL COVERAGE

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HIERARCHY OF NEEDS

SOCIAL NEEDS: SATISFYING HUMANRELATIONSHIPS

EX: MEMBERSHIPS OF KARACHIGYMKHANA OR CLUBS

ACCOMODATION & ENVIRONMENTLIKE MANCHESTER

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HIERARCHY OF NEEDSEGOISTIC NEEDS; SHOW OFF

EX: TRAVELLING IN BUSINESS CLASSCREDIT GOLD CARD USEIMPORTED PRODUCTS USE ZERO METER CARTOP OF THE LINE PRODUCTS

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HIERARCHY OF NEEDS

SELF ACTUALIZATION:ACHIEVEMENT /DISTINCTION

EX; TO BE AMONG FEW CONCEPTNICHE MARKETING CONCEPT

RESORTS/HOLIDAYS IN EURPOREOR MAURITIUS

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TRIO OF NEEDS/ PAA NEEDS

PAA= POWER, AFFILIATION & ACHIEVEMENT

POWER:INTERIOR PUNJAB/SINDH-CIVIL

SERVICE OR POLICEENERGIZERS: BLUE OX, RED BULLCARS WITH HIGHER MAX CC/POWER

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TRIO OF NEEDS/ PAA NEEDSAFFILIATION:

EX: MOBILE PACKAGESPTCL PAKISTAN PACKAGECALLING PACKAGES FOR ABROAD

ACHIEVEMENT:EX: SPORTS CAR ON ACHIEVEMENT

HOLIDAY PACKAGES FORCORPORATE ON SALES TARGETS