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Consumer Motivation Lecture 2. The O’s of the Marketplace. OCCUPANTS :Who buys it? OBJECTS of purchase: What do they need/buy? OCCASIONS of purchase: When do they buy it? OUTLETS of purchase: Where do they buy it? OBJECTIVES of purchase: Why do they buy it?
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Consumer Motivation Lecture 2
The O’s of the Marketplace • OCCUPANTS :Who buys it? • OBJECTS of purchase: What do they need/buy? • OCCASIONS of purchase: When do they buy it? • OUTLETS of purchase: Where do they buy it? • OBJECTIVES of purchase: Why do they buy it? • OPERATIONS of purchase: How do they buy it? • ORGANISATION: Who is involved in the purchase?
Basic Framework Motivation Perception Search Evaluation Choice Learning
The Gap Between ideal state And Perceived state
Motivation: “… the inner drive that reflects goal -directed behaviour” Consumer Behaviour: The drive to satisfy needs and wants through the purchase and use of products and services
Bases of Motivation Physiological + Psychological needs and wants
5 Stages of Motivation • Latent Need • Drive • Want / Desire • Goal • Behaviour
Motivation Needs / Wants Values
Functional Symbolic + Experience
Functional Buying things for what they do Physiological
Symbolic Buying things for what they mean Psychologoical
Experiential The value from the experience Physiological + Psychological
The Gap Between ideal state And Perceived state
Why do people eat in restaurants? • Hungry • Cool • Celebration • Can’t cook • Cultural • Business meeting • Critical advice
Consumer Motivation Exercise Using • Mobile phones Or • Motor cars … use Maslow’s Hierarchy to identify motivations