customer motivation

8/9/2019 Customer Motivation

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Consumer Behavior: A Framework Submitted By :-Priyanker Gupta

Roll no. 17- MBA- 06THE BUSINESS SCHOO(J.U)

Consumer Motivation

Consumer Motivation


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Bibliographyy Web Sites and links

En.wikipedia.org/wiki/motivation

www.motivation123.com www.motivateus.com www.getmotivation.com

y Boo k

C onsumer behavior-Leon G Shiffman & Leslie Kanuk

Page no. 80-113

THE BUSINESS SCHOO(J.U)


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Ten Ke y Conce ptsy C oncept of Motivationy Hierarchy of needsy McC lelland s theory y C lassical conditioningy Needs, Goals and

Interdependence

y Positive-negativemotivation

y Rational-emotionalmotivation

y Dynamics of motivationy Arousal of motivesy Marketing applications



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W hat is M otivatio n?y Motivation refers to an activated state within a

person that leads to goal-directed behavior.y It consists of the drives, urges, wishes, or desires

that initiate the sequence of events leading to abehavior.

y Motivation begins with the presence of a stimulusthat spurs the recognition of a need.



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Physiological

Safety

Social Needs

Esteem

MASLOWS HIERARCHY OFNEEDS

The basic needs

Self Actualization



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M ark e tin g appli c atio n s. . . .y There is an order among needs

y Lower order needs need to be satisfied before

higher order needs are sought



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Le ar ned S oc ial Need s

Theory assumes that three basiclearned social needs motivate

peoples behavior


McClellands Theory of social needs


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y T he need for powery to obtain and exercise control over others

y T he need for affiliationy T o make friends, join groups, associate with

othersy T he need for achievement

y seek to get ahead, strive for success



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Classi c al Cond itio n in g

y A neutral stimulus,such as a brandname, is paired with astimulus that elicits aresponse.

y T hrough a repetitionof the pairing, theneutral stimulustakes on the ability toelicit the response.



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Need sy Internal or Primary needs

y T hey are needed to sustain lifey

E.g. Food, Water, Air & Sex

y External, Secondary or Acquired needsy Needs that we learn in response to our culture or

environmenty Self esteem, affiliation, prestige and power



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U nfulfilledneeds

Tension Drive Behavior

PreviousLearning

C ognitiveProcess

TensionReduction

Goal


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G oalsy Sought after result of motivated behaviory All behavior is goal oriented

y Typ es of G o als

Generic goalsProduct specific goal



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GoalSetting

Formation

of a goalintention

FeedbackReaction

ActionPlanning

Actioninitiation

&control Goal

What are thegoals I want

& why do Iwant to

pursue them

What isit for

which Istrive?

How canI achieve

my goals?

How wellhave I

enacted my plans

To whatdegreehave Iachieved/ failed


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Stimulus

NeedRecognition

DriveState

Goal

DirectedBehavior

A ctualState

DesiredState

Motivation sequence



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y Positive & Negative Motivation

y

Rational Vs Emotional motives



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The D yn ami c s Of M otivatio n

y Needs are never fully satisfied.

y New needs emerge as old needs are satisfied.

y People who achieve their goals set new &higher goals for themselves.



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A rousal o f M otiv e sy Internal arousals

y Physiological Arousal

y Emotional Arousal

y C ognitive Arousal

y External arousalsy Also known as

situational orenvironmental arousal



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V ic arious Le ar n in g . . .

C onsumer

Motivation has a very largenumber of

managerialapplications



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M an ag e rial A ppli c atio n s o f M otivatio ny Segmentation: Segment market based upon

motivational needs.y Positioning:

U se discriminative stimuli distinguish one brandfrom another.

y Market research: Measure motivational needs(e.g., McC lelland s needs and need for arousal.

y Marketing mix: U se motivational needs to designproducts (e.g., safe cars) and to developpromotional strategy that meets needs. Developmessages to influence consumer attributions. U sein-store promotions to prime consumers.



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Bajaj A utoy Founded in 1926 by Jamna Lal Bajajy In 1956 Rahul Bajaj become the managing director of

the group.y India s largest exporter with 250,204 vehicles in 05-06y India's largest and world s fourth largest two wheeler

company y Over the last decades company has successfully

transformed from being a scooter manufacturer to atwo wheeler company

y Revenues grew to Rs 81 billion from Rs 25 million.THE BUSINESS SCHOO(J.U)


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T hanx!!!!!!!!!!!!!&

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