Presentation
ON
Consumer
Motivation
Submitted to:- Submitted by:-
Dr. Aarti Mam Ravinder
M.B.A 2 year(3rd
Sem)
19001532044 1
Motivation as a Psychological
Force
• Motivation is the
driving force within
individuals that impels
them to action.
• Needs are the essence
of the marketing
concept. Marketers
do not create needs but
can make consumers
aware of needs.
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
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
Rational vs. 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
Arousal of Motives
Physiological arousal (they get hungry)
Emotional arousal (frustrated)
Cognitive arousal (they read an ad that
made them think about their needs)
Environmental arousal (the weather
becomes cold)
Philosophies Concerned with
Arousal of Motives
• 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
– Needs and past experiences are reasoned,
categorized, and transformed into attitudes and
beliefs
Consumer Motivation
• Represents the drive to satisfy both physiological
and psychological needs through product purchase
and consumption
• Gives insights into why people buy certain
products
• Stems from consumer needs: industries have been
built around basic human needs
Types of Needs
• Physiological (or biogenic) needs
Innate that are considered primary needs
Needs or motives
• Learned in response to our culture
Acquired or environment. Are generally
psychological and considered
Needs secondary needs
Maslow’s Hierarchy of Needs
Chapter Four 11
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Slide
Types of
Needs
1. Safety and Health Needs
Threats to our safety and health motivate
purchases for personal security and protection
2. Need for Love and Companionship
Services and products help individuals find
and attract others .Products are often used as
symbols of love and caring
3. Need for Financial Resources
4. Social Image Needs
Conspicuous consumption:
purchases motivated to some
extent by the desire to show other
people how successful they are
Companies reinforce the notion
that products enable users to
communicate their social image
5. Need for Pleasure
Products, services, and
consumption activities provide
fun and excitement
6. Need to Possess
Consumers often acquire products simply
because of their need to own such
products— e.g., collectors
Plays a role in impulse buying: where
consumers unexpectedly experience a
sudden and powerful urge to buy
something immediately
7. Need to Give
Give something back to others or
reward ourselves. Self-gifts let us
motivate, reward, and console
ourselves
8. Need for Information
Plays an important role in persuasion —
if an ad appears when consumers
need information, they are more
likely to pay attention than when
they don’t need the information
One reason we read or watch TV
Fuels Internet usage
9. Need for Variety
Marketers may introduce different
versions of original brand
Variety may become focus of
product positioning
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
Substitute Goals
• Are used when a consumer cannot attain a
specific goal he/she anticipates will satisfy a
need
• The substitute goal will dispel tension
• Substitute goals may actually replace the
primary goal over time
Frustration
• Failure to achieve a goal may result in
frustration.
• Some adapt; others adopt defense
mechanisms to protect their ego.
Defense Mechanisms-
Construct Items
Aggression In response to frustration, individuals may resort to aggressive behavior
in attempting to protect their self-esteem. The tennis pro
who slams his tennis racket to the ground when disappointed with
his game or the baseball player who physically intimidates an umpire
for his call are examples of such conduct. So are consumer
boycotts of companies or stores.
Rationalization People sometimes resolve frustration by inventing plausible reasons
for being unable to attain their goals (e.g., not having enough
time to practice) or deciding that the goal is not really worth pursuing
(e.g., how important is it to achieve a high bowling score?).
Regression An individual may react to a frustrating situation with childish or
immature behavior. A shopper attending a bargain sale, for example,
may fight over merchandise and even rip a garment that another
shopper will not relinquish rather than allow the other
person to have it.
Withdrawal Frustration may be resolved by simply withdrawing from the situation.
For instance, a person who has difficulty achieving officer
status in an organization may decide he can use his time more
constructively in other activities and simply quit that
organization.
Types of Motivational Conflict
• Approach-approach: deciding between two or
more desirable options
• Avoidance-avoidance: deciding between two or
more
undesirable options
• Approach-avoidance: behavior has both positive
and negative consequences
A Trio of Needs
Power (Ego needs)
• Individual’s desire to control environment
Affiliation (Social needs)
• Need for friendship, acceptance, and belonging
Achievement
• Need for personal accomplishment
• Closely related to egoistic and self-actualization needs
Motivational Conflict and Need
Priorities
• Resolving motivational conflicts requires prioritizing needs
• Maslow’s hierarchy
Some needs take precedence over other needs—physiological
needs take top priority
Differences in the importance attached to various needs affects
how consumers evaluate products
Because of consumers’ different motivational priorities, companies
use benefit segmentation: dividing consumers into different market
segments based on benefits they seek from purchase and
consumption
Motivational Intensity
Motivational intensity: how strongly consumers
are motivated to satisfy a particular need
Depends on need’s importance
Involvement: degree to which an object or
behavior is personally relevant
Motivational intensity and involvement
determine amount of effort consumers exert
in satisfying needs
Measurement of Motives
Researchers rely on a
combination of techniques
Qualitative research is widely
used
Projective techniques are
often very successful in
identifying motives.
Motivational
Research
• Qualitative research designed to
uncover consumers’ subconscious or
hidden motivations
• Attempts to discover underlying
feelings, attitudes, and emotions
The 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
Motivating Consumers
Motivating with 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
Provide Other Incentives
• Premiums, free products, contests, and
sweepstakes are designed to motivate
consumers to purchase
• There are limitations and shortcomings for
this strategy in addition to the products
offered as a premium being valued less (value-
discounting hypothesis)
Motivating Consumers
Implement a Loyalty Program
• 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
Enhance Perceived Risk
• Perceived risk: consumers’
apprehensions about the
consequences of their behavior
(buying and consuming the
product)
• Greater perceived risk increases
search
• Educating consumers about
risks may motivate them to
make more informed choices
that reduce exposure to risk
Motivating Consumers
Provoke Consumers’
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
