1 / 17

CONSUMER MOTIVATION

CONSUMER MOTIVATION. The drive to satisfy need and wants both physiological and psychological through the purchase and use of products and services. THE MOTIVATION PROCESS. DRIVE. Need Regulation. Drive Reduction. NEED. WANT. Tension Reduction. Manifestation of Desire. BEHAVIOR. GOAL.

afric
Download Presentation

CONSUMER MOTIVATION

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. CONSUMER MOTIVATION The drive to satisfy need and wants both physiological and psychological through the purchase and use of products and services

  2. THE MOTIVATION PROCESS DRIVE Need Regulation Drive Reduction NEED WANT Tension Reduction Manifestation of Desire BEHAVIOR GOAL Goal Attainment

  3. ERNEST DICHTER MODEL

  4. JAGDISH SHETH MODEL PURCHASE OF A NEW CAR

  5. CONSUMER DECISION MAKING • CONSUMERS’ NEEDS • Functional • Aesthetic • Social • Situational • Curiosity SELECT A GENERIC CATEGORY MAKE A MODEL CHOICE MAKE A SPECIFIC CHOICE

  6. THREE CONFLICT FORMS • APPROACH-APPROACH CONFLICT Consumer faces a dilemma of choosing between or among alternatives that appear equally attractive • APPROACH-AVOIDANCE CONFLICT The same goal has both positive and negative characteristics • AVOIDANCE-AVOIDANCE CONFLICT Consumer faces two negative alternatives

  7. INDUCING NEED RECOGNITION SUBCONSCIOUS MOTIVATION TRIGGERING CONSUMER MOTIVES NEED – BENEFIT SEGMENTATION

  8. EMOTIONS Affective responses that reflect the activation of deep-seated and value-laden beliefs within the consumer Ad content Emotional Response Attitude towards Ad Attitude towards Brand

  9. SOME COMMON EMOTIONS • Anger • Humor • Warmth

  10. MOOD An affective state that is general and pervasive, and usually less intense than emotions

  11. MOOD STATES

  12. EFFECTS OF MOOD ON…. CONSUMER RECALL • Retrieval is a function of positive cues CONSUMER EVALUATION • Bias more in the case of packaged goods CONSUMER BEHAVIOR • Positive moods seek variety and willingness to try new things

  13. INVOLVEMENT A heightened state of awareness that motivates consumers to seek out , attend to and think about product information prior to purchase

  14. INVOLVEMENT TYPES SITUATIONAL • Temporary and specific to a product or situation ENDURING • Feelings experienced towards a product category that are persistent over a period of time and across different situations

  15. INVOLVEMENT CAUSES • Personal factors • Product factors • Situational factors

  16. INVOLVEMENT EFFECTS INFORMATION SEARCH • The higher the involvement the deeper the search INFORMATION PROCESSING • Depth of Comprehension • Extent of elaboration • Extent of emotional arousal • Information transmission

  17. PRODUCT Vs BRAND INVOLVEMENT HIGH ROUTINE BRAND BUYERS BRAND LOYALISTS BRAND INVOLVEMENT INFORMATION SEEKERS BRAND SWITCHERS LOW HIGH LOW PRODUCT INVOLVEMENT

More Related