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Consumer Motivation Lecture 2

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

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  1. Consumer Motivation Lecture 2

  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?

  3. Basic Framework Motivation Perception Search Evaluation Choice Learning

  4. The Gap Between ideal state And Perceived state

  5. 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

  6. Bases of Motivation Physiological + Psychological needs and wants

  7. e.g. Maslow’s Hierarchy of needs

  8. 5 Stages of Motivation • Latent Need • Drive • Want / Desire • Goal • Behaviour

  9. Motivation Needs / Wants Values

  10. Functional Symbolic + Experience

  11. Functional Buying things for what they do Physiological

  12. Symbolic Buying things for what they mean Psychologoical

  13. Experiential The value from the experience Physiological + Psychological

  14. Real motives!!!

  15. The Gap Between ideal state And Perceived state

  16. Why do people eat in restaurants? • Hungry • Cool • Celebration • Can’t cook • Cultural • Business meeting • Critical advice

  17. Consumer Motivation Exercise Using • Mobile phones Or • Motor cars … use Maslow’s Hierarchy to identify motivations

  18. Why I bought this Car

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