1. Consumer MotivationPGDM FT 2011-13, Batch VPresented By: Anant SinhaMayank Dhamija Ruchin Sharma

2. Consumer motivation is an internal state thatdrives people to identify and buy products orservices that fulfill conscious and unconsciousneeds or desires. The fulfillment of those needs can then motivatethem to make a repeat purchase or to finddifferent goods and services to better fulfill thoseneeds. 3. Learning Objectives Understand the types of human needs, andmotives, and the meaning of Goals. Understand the dynamics of motivation, arousalof needs, setting of goals, and Interrelationshipbetween Needs, and Goals. To learn about several systems of needsdeveloped by Researchers. To understand how human motives are studiedand measured. 4. What is Motivation ?Motivation refersto the driving forcewithin individualsthat impels them toaction.This driving force isproduced by a stateof tension, whichexist as the result ofan unfulfilled need. 5. Needs (1/2) A need is something that is necessary fororganisms to live a healthy life. Every individual has some needs.o Innate Needs (primary) physiological needswhich include needs for food water shelter, air,clothing etc.o Acquired Needs (secondary) that we learn inresponse to our culture on environment, includesneeds for self-esteem, prestige, affection, poweretc. 6. Needs (2/2) Needs can also be classified as Extrinsic, and Intrinsico Extrinsic Needs It motivate an individual to achieve the end result. Ex- Buying a product that symbolizes status to impress others.o Intrinsic Needs Ex- If an individual buys a car for his/her own comfort and enjoyment 7. Goals A goal is a desired result an person ora system plans and commits to achieve. To have success in life, goals are essential.o Generic Goals If a student tell his parents that hewants to become an entrepreneur, he has started aGeneric goal.o Product Specific goal If a student says he wantsto get an MBA degree from the IIM, he hasexpressed a Product-Specific goal. 8. The selection of Goals Positive Goal : Goal towards which behavior is directed (Approach object) Negative Goal : Goal from which behavior is directed away (Avoidance Object) 9. Rational v/s Emotional Motives The term Rationality implies that consumerselect goals based on totally objective criteriasuch as Size, weight, price, or miles per liter. Emotional Motives imply the selection of goalsaccording to personal criteria such as pride, fear,affection etc. 10. Dynamics of Motivation Needs and Goals change and grow in response toan individuals physical condition, environment,interaction with others, and experiences. As individual attain their goals, they develop newones. If they do not attain their goals they continue tostrive for old goals or they develop substitute goals. Some of the reasons why need-driven humanactivity never ceases include the following:o Many of the needs are never fully satisfied.o As needs become satisfied, new and higher orderneeds emerge that cause tension.o People who achieve their goals, set new and highergoals for themselves. 11. Arousal of Motives Physiological Arousal : Needs at any specificmoment in time are based on the individualsphysiological condition at that moment. Emotional Arousal: Sometimes day dreamingresults in the arousal or stimulation of latent needs . Cognitive Arousal: Random thoughts can lead to acognitive awareness of needs . The two opposing philosophies : Behaviorist school Cognitive school 12. Motivational Theories Maslows Hierarchy of Needs o Consumers respond to motivation according to levels of needs in this order: Physiological Safety/security Affiliation Esteem o If these needs are met, the person may then be motivated by growth needs 13. Self-Actualization (self fulfillment)Ego Needs (prestige, status, self-esteem)Social Needs(affection, friendship, belonging) Safety & Security Needs (Protection, Order, stability)Physiological Needs(Food, water, air, shelter, sex) 14. Trio of Needs (1/2) Some psychologies believe in the existence of trio of (basic) needs:o The needs for Powero The needs for Affiliationo The needs for Achievement Power It relates to an individuals desire to control his/her environment . It includes the need to control other persons and various objects. Affiliation people with high affiliation needs tend to be socially dependent on others. They often select goods they feel will meet with the approval of friends. 15. Trio of Needs (2/2) Achievement people with high needs forachievement tend to be more self confident, enjoytaking calculated risk, actively research theirenvironments, and value feedback. 16. The Measurements of MotivesQualitative Methods : Motivational Research Self-reported measures of motives Qualitative measures of motives Subconscious meaning of Products 17. Self-Reported Measures of motives Part-A : A scale measuring security, social, esteem, autonomy, and self actualization needs The scale includes 13 job related statements subjects responded on 7 point semantic differential scale ranging from least important to Most important Part-B : A scale measuring achievement , affiliation, autonomy and dominance The scale includes 20 behavioral statements subjects responded on 7 point semantic differential scale ranging from Never to Always 18. Qualitative Measures of Motives Metaphor Analysis: ZMET(Zaltman Metaphor ElicitationTechnique) Storytelling Word Association and Sentence Completion Thematic Appreciation Test Drawing Pictures and Photos Sorts 19. Subconscious Meaning ofProducts Product personality Profiles Constructed by Earnest Ditcher Baking Automobiles Dolls Ice-cream 20. Evaluation of Motivational Research Qualitative Research enables the marketers toexplore consumer reaction to ideas andadvertisements at an early stage and avoid thecostly errors resulting from placing ineffectiveand untested ads. It serves as a foundation of structured ,quantitative marketing research studiesconducted on larger, more representativesamples of consumers 21. Culture and Need State Cultural aspect matters in a number of states Example: Pepsodent ad showed a mother scolding her child for eating snacks no the way to school 2 minutes Maggi Brand needs to make use of Cultural changes Example: Fairness creams for men