Consumer Behavior

MOTIVASI & KEBUTUHAN

Sengguruh Nilowardon

NEED and WANTS

NEED: A Discomforting Human Condition

WANT: A Desire for a Specific Product so as to
Alleviate That Condition

Q. Discussion: Which of these is a Need: Food, Clothing, Nike

shoes, Mini car, HUMMER, etc. Why? Why Not?

Motivasi
Motivation can be describe as driving
force within individual that impels them to
action.
This driving force can produced by stated
of tension, which exist as the result of
unfulfilled need.
(Schiffman and Kanuk)

MODEL MOTIVASI
KEBUTUHAN
BELAJAR

TEKANAN

DORONGAN

PERILAKU

KOGNITIF

TEKANAN
BERKURANG

TUJUAN
MEMENUHI
KEBUTUHAN

KEBUTUHAN
Innate Needs
Acquired Needs

Teori Kebutuhan
(ABRAHAM MASLOW)

SELF
ACTUALIZATION
ESTEEM NEEDS
SOCIAL NEEDS
SAFETY NEEDS
FISIOLOGIS NEEDS

Hierarchy of Needs
Self-Actualization
Self-Actualization
(Self-fulfillment)
(Self-fulfillment)

Ego
Ego Needs
Needs

(Prestige,
(Prestige,status,
status,self-respect)
self-respect)

Social
Social Needs
Needs

(Affection,
(Affection,friendship,
friendship,belonging)
belonging)

Safety
Safety and
and Security
Security Needs
Needs
(Protection,
(Protection,order,
order,stability)
stability)

Physiological
Physiological Needs
Needs

(Food,
(Food,water,
water,air,
air,shelter,
shelter,sex)
sex)

MOTIVASI
dan STRATEGI PEMASARAN
Dua aplikasi penting dari teori Motivasi :
- Segmentasi
- Positioning