Consumer Motivation

Lecture by Asif Sarwar Karachi University February 2010

Sequence of the Presentation

What is a consumer Motivation? Consumer Motivation as a psychological force. Dynamics of consumer motivation Types and system of needs. The measurement of Motives. Conclusions Review and discussion.

CONSUMER MOTIVATION?
Motivation is a driving force that impels people to act. In a consumer behavior context, the results is a desire for a product, service, or experience. It is the drive to satisfy needs and wants, both physiological and psychological, through the purchase and use of products and services

CONSUMER MOTIVATION-concept
Successful marketers define their market in terms of needs they presume to satisfy, not in terms of products they sell. Because Consumers basic needs do not change but the products that satisfy them do.

Consumer motivation as Psychological force

Motivation is concerned with inspiring the man

to work to get the best result.

Motivation act as a state of need-induced tension that drives the individual to engage in behavior that will satisfy the need and thus reduce the tension. Thus Marketers view motivation as a force that induces consumption and consumer learning.

CONSUMER MOTIVATION
Consumer Motivation is developing different basic needs in the people to motivate behaviour so that they buy things for different reasons.
Survival & profitability are dependent on consumers needs satisfaction

CONSUMER MOTIVATION

TYPES

POSITIVE MOTIVATION
In real sense, motivation means positive motivation. Positive motivation induces people to do work in the best possible manner and to improve their performance. Under this, better facilities and rewards are provided for their better performance. Such rewards and facilities may be financial and non-financial.

NEGATIVE MOTIVATION

FEAR OR AVERSIONS OR RELUCTANCE

Negative motivation aims at controlling the negative efforts of the work and seeks to create a sense of fear for the worker, which he has to suffer for lack of good performance. It is based on the concept that if a worker fails in achieving the desired results, he should be punished.

Ex: INVESTMENTS IN STOCKS

CONSUMER MOTIVATION

MOTIVES

RATIONAL MOTIVES
TAKING DECISION AFTER EVALUATING ALL ALTERNATIVES (OBJECTIVE CRITERIA)

EX: ANY TELEVISION EMOTIONAL MOTIVES

TAKING DECISION BASED ON BRAND, PERCEPTION OR EMOTIONAL BENEFIT(SUBJECTIVE CRITERIA)

EX: SONY WEGA

TYPES OF NEEDS..
PYSIOLOGICAL PRIMARY INNATE PSYCHOLOGICAL SECONDARY ACQUIRED
Ex: KFC, Armani, DHA etc

Ex: food, clothes, shelter etc

DYNAMICS OF CONSUMER MOTIVATION

NEEDS ARE NEVER SATISFIED New needs emerge as old needs are satisfied Success and failure influence goals Substitute goals Frustration and defense mechanism Multiplicity of Needs

GOALS.
GOAL SELECTION IS A FUNCTION OF SUCCESS & FAILURE LEVEL OF ASPIRATION IS RAISED ON SUCCESS & LOWERED ON FAILURE AND SETTING NEW GOAL ACCORDINGLY. EX: GETTING ADMISSION TO KU THEN GETTING HIGHER GRADES & SO ON..

SUBSTITUTE GOALS:
IN CASE OF NOT ATTAINING GOAL, MAKING AN ALTERNATIVE
EX: MARKETING MAJORS GRADUATE WANT UNILEVER/P&G, SUBSTITUTE AS EBM EX: CONSUMER WANTS COROLLA BUT SUBSTITUTE AS VITZ

FRUSTRATION & DEFENSE MECHANISM

FAILURE RESULTS IN FEELING OF FRUSTRATION REDIFIING SITUATION FOR PROTECTING SELF IMAGE & ESTEEM EX: 100K VS 50K & PART TIME BUSINESS

DEFENSE MECHANISM VARIABLES

AGGRESSION: NOT ADAPTIVE/IN FLEXIBLE EX: NESTLE/Mc DONALD RATIONALIZATION
EX: PETROL VS CNG USE ON INCREASE OF PRICES

REGRESSION: CHILDISH BEHAVIOUR EX: HANGTEN 75% DISCOUNT

DEFENSE MECHANISM VARIABLES

WITHDRAWL: BE A PART OF SYSTEM OR QUIT THE SYSTEM
EX; BRAIN DRAIN & CONSULTING AGENCIES

PROJECTION: BLAMING HIMSELF FOR FAILURE EX; FAILURE IN EXAM ON A SMALL MARGIN

DEFENSE MECHANISM VARIABLES

IDENTIFICATION: IDENTIFYING WITH OTHER PERSONS OR SITUATION WHICH ONE SEEMS RELEVANT EX: SKIN ISSUES OR DANDRUFF REPRESSION: EX: LEAVING COUNTRY & SETTLEMENT ABROAD

MASLOW HIERARCHY NEEDS

HIERARCHY OF NEEDS
PHSIOLOGICAL NEEDS: FOOD, CLOTHING, SHELTER EX: UMRA OR ABROAD & ACCOMODATION SEARCHING OF HALAL ABROAD & FISH EARTH QUAKE IN CHILE

HIERARCHY OF NEEDS
SAFETY/SECURITY NEEDS:
EX; TRACKER & INSURANCE BOUNDRY WALL APARTMENT BANK ACCOUNT & LOCKER MEDICAL COVERAGE

HIERARCHY OF NEEDS
SOCIAL NEEDS: SATISFYING HUMAN RELATIONSHIPS EX: MEMBERSHIPS OF KARACHI GYMKHANA OR CLUBS ACCOMODATION & ENVIRONMENT LIKE MANCHESTER

HIERARCHY OF NEEDS
EGOISTIC NEEDS; SHOW OFF

EX: TRAVELLING IN BUSINESS CLASS CREDIT GOLD CARD USE IMPORTED PRODUCTS USE ZERO METER CAR TOP OF THE LINE PRODUCTS

HIERARCHY OF NEEDS
SELF ACTUALIZATION: ACHIEVEMENT /DISTINCTION EX; TO BE AMONG FEW CONCEPT NICHE MARKETING CONCEPT RESORTS/HOLIDAYS IN EURPORE OR MAURITIUS

TRIO OF NEEDS/ PAA NEEDS

PAA= POWER, AFFILIATION & ACHIEVEMENT POWER: INTERIOR PUNJAB/SINDH-CIVIL SERVICE OR POLICE ENERGIZERS: BLUE OX, RED BULL CARS WITH HIGHER MAX CC/POWER

TRIO OF NEEDS/ PAA NEEDS

AFFILIATION: EX: MOBILE PACKAGES PTCL PAKISTAN PACKAGE CALLING PACKAGES FOR ABROAD ACHIEVEMENT: EX: SPORTS CAR ON ACHIEVEMENT HOLIDAY PACKAGES FOR CORPORATE ON SALES TARGETS