Submitted By: Ankit Thaur Roll No.

: 03 MBA Mark-Fin, UBS

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many of you can define what exactly is motivation??

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you think what you said is definition or your perception???

Do

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Motivation is produced by a state of tension, by having a need which is unfulfilled. Consumers want to fulfill these needs and reduce the state of tension.

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For example, when a person is hungry, one is extremely motivated to find food. Perhaps when one needs a new pair of pants, one is a bit less motivated to fulfill this need as compared to the need for food. In the case of needing pants, it is important for marketers to help increase ones motivation and/or specify ones need for their products - perhaps Levis Jeans.

Consumer Motivation

Motivation: An activated state within a person that leads to goal-directed behavior. It is the reason for behavior. It is the driving force within individuals that impels them to action. Motive: An unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response.
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Consumer Motivation

Consumer Motivation

Represents the drive to satisfy both physiological and psychological needs through product purchase and consumption

Gives insights into why people buy certain products

Stems from consumer needs: industries have been built around basic human needs

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Physiological arousal Emotional arousal Cognitive arousal Environmental arousal

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Satisfying a need often comes at the expense of another needthese trade-offs cause motivational conflict.

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Approach-approach: deciding between two or more desirable options Avoidance-avoidance: deciding between two or more undesirable options Approach-avoidance: behaviour has both positive and negative consequences

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Resolving Approach-approach conflict

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Resolving Avoidanceavoidance conflict

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Resolving Approachavoidance conflict

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Needs are the essence of the marketing concept. Marketers do not create needs but can make consumers aware of needs.

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Power

individuals desire to control environment

need for friendship, acceptance, and belonging need for personal accomplishment closely related to egoistic and self-actualization needs

Affiliation

Achievement

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Innate Needs

Physiological (or biogenic) needs that are considered primary needs or motives

Acquired Needs

Learned in response to our culture or environment. Are generally psychological and considered secondary needs

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Threats to our safety and health motivate purchases for personal security and protection Protecting our personal information and computers represents new types of safety needs Businesses provide a variety of products and services to appeal to safety and health conscious consumers

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Humans are social creatures who need to experience and express love and companionship Services and products help individuals find and attract others Products are often used as symbols of love and caring Ex: Archies cards Advt. Archies Greeting Cards and Gifts - Cards - Let Your Love Speak for You. 2012_(360p).flv
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Conspicuous consumption: purchases motivated to some extent by the desire to show other people how successful they are

Companies reinforce the notion that products enable users to communicate their social image Ex: Luxury watches SRK Ad_ Tag Heuer History_(360p).flv

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Products, services, and consumption activities provide fun and excitement Ex: XXX Condoms ad from DKT India2012_(360p).flv

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Consumers often acquire products simply because of their need to own such products e.g., collectors Plays a role in impulse buying: where consumers unexpectedly experience a sudden and powerful urge to buy something immediately

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Give something back to others or reward ourselves Self-gifts let us motivate, reward, and console ourselves Ex: You gift yourself a bottle of JD on your promotion. Jack Daniels Commercial_(360p).flv

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One reason we read or watch TV Fuels Internet usage Plays an important role in persuasionif an advertisement appears when consumers need information, they are more likely to pay attention than when they dont need the information

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Marketers may introduce different versions of original brand Variety may become focus of product positioning

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The sought-after results of motivated behavior Generic goals are general categories of goals that consumers see as a way to fulfill their needs Product-specific goals are specifically branded products or services that consumers select as their goals

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The goals selected by an individual depend on their:

Personal experiences Physical capacity Prevailing cultural norms and values Goals accessibility in the physical and social environment

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POSITIVE
Motivation A driving force toward some object or condition o Approach Goal A positive goal toward which behavior is directed
o o

NEGATIVE
Motivation A driving force away from some object or condition Avoidance Goal A negative goal from which behavior is directed away
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Rationality implies that consumers select goals based on totally objective criteria, such as size, weight, price, or miles per gallon. Emotional motives imply the selection of goals according to personal or subjective criteria.

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Needs are never fully satisfied New needs emerge as old needs are satisfied People who achieve their goals set new and higher goals for themselves

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Are used when a consumer cannot attain a specific goal he/she anticipates will satisfy a need The substitute goal will dispel tension Substitute goals may actually replace the primary goal over time

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Failure to achieve a goal may result in frustration. Some adapt; others adopt defense mechanisms to protect their ego.

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Motivating with Money Price cuts, specials, rebates, and coupons motivate purchase Resulting sales may increase, but profits may not Attracts consumers less likely to repeat Price reductions may increase price sensitivity

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Motivate repeat buying by providing rewards to customers based on how much business they do with the company Tracks consumer purchases and provides estimates of Customer Lifetime Value

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Perceived risk: consumers apprehensions about the consequences of their behavior (buying and consuming the product) Greater perceived risk increases search Educating consumers about risks may motivate them to make more informed choices that reduce exposure to risk

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For new products, educating potential customers is crucial Curiosity often leads to an enhanced need for information May advertise a benefit that is not normally associated with the product Ex: Tile - the world's largest lost and found_(360p).flv

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Premiums, free products, contests, and sweepstakes are designed to motivate consumers to purchase There are limitations and shortcomings for this strategy in addition to the products offered as a premium being valued less (value-discounting hypothesis)

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5. Self-actualization: This involves the desire for selffulfillment, to become all that one is capable of becoming. 4. Esteem: Desires for status, superiority, self-respect, and prestige are examples of esteem needs. These needs relate to the individuals feelings of usefulness and accomplishment. 3. Belongingness: Belongingness motives are reflected in a desire for love, friendship, affiliation, and group acceptance. 2. Safety: Feeling physical safety and security, stability, familiar surroundings, and so forth are manifestations of safety needs. They are aroused after physiological motives are minimally satisfied, and before other motives. 1. Physiological: Food, water, sleep, and to a limited extent, sex, are physiological motives. Unless they are minimally Consumer Motivation satisfied, other motives are not activated.

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Classification System with 16 categories Two criteria determine 4 major categories:

Is mode of motivation cognitive or affective? Is the motive focused on preservation or growth? Is the behavior initiated or a response? Is this behavior internal or external?

Four categories subdivided further:

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Cognitive Preservation Motives

Need for Consistency (active, internal) Need for Attribution (active, external) Need to Categorize (passive, internal) Need for Objectification (passive, external)

Cognitive Growth Motives

Need for Autonomy (active, internal) Need for Stimulation (active, external) Teleological Need (passive, internal) Utilitarian Need (passive, external)

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Affective Preservation Motives:

Need for Tension Reduction (active, internal) Need for Expression (active, external) Need for Ego Defense (passive, internal) Need for Reinforcement (passive, external)

Affective Growth Motives:

Need for Assertion (active, internal) Need for Affiliation (active, external) Need for Identification (passive, internal) Need for Modeling (passive, external)

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This theory considers force, valence, expectancy and instrumentality to explain motivation. Force is equivalent to motivation. Valence means the strength of the individuals preference for a particular outcome. Expectancy is the subjective probability of achieving an outcome. Instrumentality relates the first and second level outcomes to each other.
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Need for achievement

o

Desire to accomplish something difficult.

spend more time maintaining social relationships, joining groups, and wanting to be loved Desire to Influence, coach, teach, or encourage others to achieve.

Need for affiliation

o

Need for power

o

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Achievement-motivated people share three common characteristics: Preference for working on tasks of moderate difficulty Preference for situations in which performance is due to their efforts Desire more feedback on their successes and failures

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Existence needs (E)

the desire for physiological and materialistic wellbeing; the desire to have meaningful relationships with significant others
the desire to grow as a human being and to use ones abilities to their fullest potential

Relatedness needs (R)

Growth needs (G)

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Thank You!!

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