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Segmentation Recap

Consumer Motivation

Session 5

Dated 11th September 2008

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Economic Factors

Price

Income Distribution of Income

Competition with substitutes

Utility Consumer Preferences

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Social Factors

Culture

Attitude and Society

Social values

Life Style

Personality

Size of Family

Education

Health Standards

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Psychological Factors

Personality

Taste Attitude

Lifestyle

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Anthropological factors

Climate

Region History

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Segmentation Base

Geographic Segmentation

Region

City Size

Density of Area

Climate

Demographic Segmentation Age / Sex / Marital Status /

Income / Occupation

Education

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Psychological Segmentation

Need Motivation

Shelter

Safety / Security

Affection

Esteem / Ego

Sense of self worth

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Psychological Segmentation

Personality

Extroverts

Introverts

Novelty seekers

Aggressive

Low dogmatic

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Psychological Segmentation

Perception

Low Risk

Moderate Risk

High Risk

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Psychological Segmentation

Learning involvement

Low involvement

High Involvement

Attitudes

Positive attitude

Negative attitude

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Psychographic

Life style Segmentation

Economy minded

Couch potatoes

Outside enthusiasts

Status seekers

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Satisfying Customers Esteem Needs

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Friendly neighbourhood

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Common choice

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Retail stores attract customers through sheer variety

and the choice to choose

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A place not only for shopping

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ConsumerMotivation

Session 5 continued

11.09.2008

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MOTIVA

TION

definition

It is the driving force within individuals that

impels them to action

NEED

GOAL

MOTIVATION

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Need Recognition

State of Affairs

Actual Stage

Desired state

Discrepancy

If discrepancy meets or exceeds the level Need is

recognised If discrepancy is below a certain level Need is not

there

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Interdependence of NEEDS and

GOAL

S

AwarenessPhysiological NEEDS

Psychological NEEDS

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Need associated withINANIMATE

objects

Acquisition

Conservancy Order

Retention

Construction

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Need that reflect ambition

accomplishment and prestige Superiority

Achievement

Recognition

Exhibition

Inviolacy [not violated attitude]

Infavoidance [avoid shame failure humiliationridicule]

Defendance [defensive attitude]

Counteraction [counteractive attitude]

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Needs concerned with Human

power

Dominance

Defference Similance [suggestible attitude]

Autonomy [self governing ]

Contrariance [to act differently from others]

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Sodomasochistic needs

Aggression [hostile act or behavior]

Abasement [humiliate / degrade]

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Needs concerned with affection

with people

Affiliation

Rejection Nurturance

Succorance [to seek aid protection

sympathy] Play

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Need concerned with social

intercourse

Cognizance [inquiring attitude]

Exposition [expositive attitude]

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A

trio of Needs

Need for POWER

Need for AFFILIATION Need for ACHIEVEMENT

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Behavior

Tension

Unfulfilled

NeedsWants

Desires

Cognitive Process

Tension

Reduction

Learning

Drive

Goal Needfulfillment

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GOAL

S

definition

Goals are the most sought after result of

motivated behavior

Generic Goal

Product Specific Goal

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GOAL

selection depends on Personal experiences

Physical capacity Prevailing Cultural Norms and values

Goal accessibility

Physical environmentSocial environment

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Goal

setting

Formationof a goal

Action

planning

Action initiated

And control

Goal attainment/ failure

Feedback

reactions31

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Iwant to be

more

beautiful

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Bread Spreads

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Positive and Negative motivation

Positive motivation

Approach Object

Negative motivation

Avoidance Object

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Rational Motives

Emotional Motives

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The Dynamics of Motivation

NEEDS are never fully satisfied

New NEEDS emerge as OLD NEEDS aresatisfied

Success and Failure influence GOALS

Substitute GOAL

FRUSTRATION

Defense mechanism

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Defence Mechanism

Aggression

Rationalization

Regression fall back / distance yourself Withdrawal back away

Projection forecast an image

Autism mental condition inability to

communicate Identification prove or recognize as one self

Repression overcome by force

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Application of Motives

Segmentation application

Promotional application

Positioning application

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Motivational Research

Dr. Sigmund Freud

Unconscious needs or drives

Biological and sexual drives

Dr. Ernest Dichter Psycho analyst

What consumer did quantitative / descriptive

studies

Why consumer did Cars MEN / cigarettes -

WOMEN

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Measurement of Motives

Observation and Inference

Subjective Reports

Qualitative Research

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AA43

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AA44

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AA

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AA

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