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CONSUMER MOTIVATION

CONSUMER MOTIVATION. What is CONSUMER MOTIVATION ??. energizing force that activates behavior and provides purpose and direction to that behavior, i.e The reason for behavior.

jessamine-crawford
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CONSUMER MOTIVATION

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  1. CONSUMER MOTIVATION www.pptmart.com

  2. What is CONSUMER MOTIVATION?? energizing force that activates behavior and provides purpose and direction to that behavior, i.e The reason for behavior. 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, both physiological and psychological, through the purchase and use of products and services  www.pptmart.com

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  4. Motivational Process Previous learning Unfulfilled Needs, wants and desires Goal or need fulfillment Behavior Drive Tension Cognitive processes Tension reduction www.pptmart.com

  5. Needs Motivation begins with the presence of a stimulus that spurs the recognition of a need. Need recognition occurs when a perceived discrepancy exists between an actual and a desired state of being. www.pptmart.com

  6. TYPES OF NEED: Innate Needs: these are physiological or biogenic in nature as they are needed to sustain biological life. They are considered as Primary needs. Eg: Food, water, sleep etc. PRODUCTS: Medicines, mineral water, etc Acquired Needs: these are the needs that we learn in response to our culture or environment. These needs are considered as Secondary Needs. Eg: self esteem, prestige, affection, etc PRODUCTS: clothing, furniture, cars, etc www.pptmart.com

  7. Goals Goals are the sought after results of motivated behavior. Goals are set on the basis of their personal values and they select the means which they believe will help them their desired goals. www.pptmart.com

  8. TYPES OF GOALS: Generic Goals: these are the general classes or categories of goals that consumers see as a means to fulfill their needs. Eg: a consumer wants to purchase a cell phone. Product- specific Goals: these are those specifically branded products and services that consumers select for goal fulfillment. Eg: a consumer wants to purchase only nokia handset. www.pptmart.com

  9. Interdependence of needs and goals Needs and goals are interdependent; i.e neither exists without the other. However people are often not as aware of their needs as they are of their goals. Eg: a person may not be aware of his or her personal needs but may join a number of social networking sites to make new friends. GOALS NEEDS www.pptmart.com

  10. Positive and Negative Motivation Driving force towards some object or condition is POSITIVE MOTIVATION Driving force away from some object or condition is NEGATIVE MOTIVATION Eg: a person may be compelled towards a restaurant to fulfill a hunger need, and away from 2 wheeler transportation to fulfill a safety need. www.pptmart.com

  11. Approach Object: a positive goal is one toward which behavior is directed; thus, it is often referred to as an APPROACH OBJECT. • Avoidance Object: a negative goal is one from which behavior is directed away and is referred to as AVOIDANCE OBJECT. EXAMPLE www.pptmart.com

  12. Rational versus emotional motives • Rational motives: rationality implies that a consumer behaves rationally by carefully considering all alternatives and choosing the one which gives him the greatest utility. Eg: size, weight, price, etc. • Emotional motives: emotional motives imply the selection of goals according to personal or subjective criteria. Eg: pride, affection, status, fear, etc. www.pptmart.com

  13. The Dynamics of Motivation • Many needs are never fully satisfied, they continually impel actions designed to attain or maintain satisfaction. • As needs become satisfied, new and higher-order needs emerge that cause tension and induce activity. • People who achieve their goals set new and higher goals for themselves. www.pptmart.com

  14. Needs are never fully satisfied Most human needs are never fully or permanently satisfied. Eg: at fairly regular intervals throughout each day individuals experience hunger needs that must be satisfied. www.pptmart.com

  15. New needs emerge as old needs are satisfied • As soon as a consumer fulfills his lower order needs simultaneously higher order needs emerge. www.pptmart.com

  16. Success and failure influence goals • Individuals who successfully achieve their goals usually set new and higher goals for themselves; i.e they raise their LEVELS OF ASPIRATION. This can be due to the fact that their success in reaching lower goals makes them more confident of their ability to reach higher goals. • Conversely, those who do not reach their goals sometimes lower their LEVELS OF ASPIRATION www.pptmart.com

  17. Substitute goals • When an individual cannot attain a specific goal or type of goal that he or she anticipates will satisfy certain needs, behavior may be directed to a SUBSTITUTE GOAL. Example : www.pptmart.com

  18. Frustration • Failure to achieve a goal often results in feelings of frustration . At one time or other, everyone has experienced the frustration that comes from the inability to attain a goal. BARRIERS in attainment of goals: Personal : limited physical resources or financial resources. Physical or social environment : a sudden cancellation of holidays postpones your much awaited trip. www.pptmart.com

  19. Defense Mechanisms • Defense mechanisms are unconscious psychological strategies brought into play by various entities to cope with reality and to maintain self-image. Types of Defense Mechanisms: Aggression Rationalization Regression Withdrawal Projection Daydreaming Identification Repression www.pptmart.com

  20. Multiplicity of needs and variation of goals • A consumer’s behavior often fulfills more than one need. In fact it is likely that specific goals are selected because they fulfill several needs. Eg: we buy clothing for protection and for a certain degree of modesty ; in addition, our clothing fulfills a wide range of personal and social needs such as acceptance or ego needs. www.pptmart.com

  21. Arousal of Motives Physiological arousal: bodily needs at any one specific moment in time are based on the individual’s physiological condition at that time. Eg: a drop in blood sugar level or stomach contractions will trigger awareness of a hunger need. Emotional arousal: sometimes daydreaming results in the arousal or stimulation of latent needs. Eg: a young man who dreams of being a famous novelist may enroll in a writing workshop. www.pptmart.com

  22. Cognitive arousal: Sometimes random thoughts can lead to a cognitive awareness of needs. Eg: A random thought to stay connected – Cell phone Environmental (situational) arousal: The set of needs an individual experiences at a particular time are often activated by specific cues in the environment. Eg: Relocating from Jaipur to Manali- change in wardrobe www.pptmart.com

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