Download - THE CONSUMER MOTIVATION
2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
Consumer Motivation: Motivation, Needs, Motives, Motivating
Consumers
Lecture
4
2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
Lets understand Motivation
Motivation is the driving force within individuals that impels them to action. تحفيزالحافز
Motivation is highly dynamic and constantly changes in response to life experiences. Motivations change as we age, interact with others, change careers, acquire wealth, become ill, marry or divorce, or pursue education.
2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
Types of Motivation
Intrinsic Motivation is defined as performing an action or behavior because you enjoy the activity itself.
Extrinsic Motivation is done for the sake of some external outcome, the inspiration for acting on intrinsic motivation can be found in the action itself.
Studying because you want to get a good grade Cleaning your room to avoid being reprimanded by your parents Participating in a sport to win awards Competing in a contest to win a scholarship
Participating in a sport because you find the activity enjoyable Solving a word puzzle because you find the challenge fun and exciting Playing a game because you find it exciting
2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
the Dynamics of Motivation
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 When a consumer cannot attain a specific
goal he/she anticipates will satisfy a need, they develop substitute goal (creates frustration/ tension).
Substitute goals may actually replace the primary goal over time.
2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
understanding Motivation as a Psychological Force
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.
Example: Need for food
Needs are the essence of the marketing concept. Marketers do not create needs but can make consumers aware of needs
Example: Need for a pair of jeans
2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
Types of Needs
• 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.
2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
Types of Need?
An Innate or Acquired need?
2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
Types of Motivation
2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
Survey Physical Exercise?
People were asked, will they do more exercise, if they have these equipment at home?
QUESTIONMaximum people replied, YES. They will be able to do more exercise at home.
ANSWER
2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
People do more exercise, if they go to a Gym. Environment motivates to actions.
REASON
Results More Physical Exercise at Gym?
2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
In reality Physical Exercise?
At home many distractions appear those lead to , shorter time and postponement happens.
OBSERVATION
In Gym, no distraction, longer work outs, more focus and overall environment motivates.
2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
Understanding Consumer MotivationConsumer has an inner desire to consume these products Consumer also wanted reduce intake (sugar, fat, chocolate etc). MOTIVATION ACTION
+ +
RESULT
2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
Understanding Consumer MotivationConflicting Goals
The 100 calorie. Miniature chocolate business. 7.5 ounce "mini"-sized soft drink cans.
Motivation is the driving force within individuals that
impels them to action.
2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
Challenge of understanding Consumer Motivation
Reasons underlying consumer motivation are not always “obvious”
Research is necessary to discover real motivations behind behaviors
People don’t always want to disclose real reasons for their actions
People don’t always know why they do what they do —unconscious motivation
Motivations change over time
2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
To which of Maslow’s Need does this ad appeal?
Both Physiological and Social Needs
2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
To which of Maslow’s Need does this ad appeal?
Egoistic needs
Respect by others
2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
Safety needs
To which of Maslow’s Need does this ad appeal?
2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
Consumer Goals
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
2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
Class activity – Narrate your goals
What are three generic goals you have set for
yourself in the past year?
- Use a single sheet paper for your response. - Write your name and number at the top of the sheet. - You have 10 minutes to finish this activity. - Creative responses are allowed
2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
Motive
Motive is a reason to do something. Your reason to do something is your
Motive.
2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
Arousal of Motive
Physiological arousal Emotional arousal Cognitive arousal Environmental arousal
- Hungry, thirsty.
- Weather. - Think about need. - Sad, Frustrated.
Arousal اإلثارة
2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
Motivating Consumers - 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
2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
Motivating Consumers – OTHER INCENTIVES
Premiums, free products, contests, are designed to motivate consumers to purchase.
2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
Motivating Consumers – LOYALTY PROGRAMS
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
2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
Motivating Consumers – ENHANCING RISK
Perceived risk: consumers’ apprehensions about the consequences of their behavior (buying and consuming the product)
Educating consumers about risks may motivate them to make more informed choices that reduce exposure to risk
2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD
Motivating Consumers – PROVOKE CURIOSITY
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
Thank you and Good Bye, till next class.
2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD