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CONSUMER

MOTIVATION
NEEDS AND GOALS
CASE STUDY

All's fair in this market


In a country where even the gods
supposedly lament their dark
complexion - Krishna sings,
"Radha kyoon gori, main kyoon
kala?
Can Black Beauties Be Turned Into
Snowhites?
MODEL OF MOTIVATION
PROCESS
Previous learning

Unfilled needs,
Behavior/ Goal
Wants & desires Tension Drive
Action /need fulfillment

Cognitive processes

Tension reduction
Intake needs

Acquired needs
Generic goals

Product specific goals


 Rs 3,000-crore cosmetics and toiletries market

- skincare segment accounts for Rs 1,200 crore


- Fairness products account for a whopping Rs
700 crore

 Annual growth rate - 10 to 15 per cent


 HUL, with Fair & Lovely, has a massive 53 per cent
market share
 CavinKare (Fairever) has over 12 per cent share
 Godrej FairGlow has a 3.5 per cent share
 Himalaya Drug Company recently made an entry
into this segment and aims to capture two per cent
share of the market
 Other players such as Emami (Gold Turmeric and
Naturally Fair) and Revlon (Fair & Glow) also have a
presence
Positive & Negative Motivation
Dynamics of Motivation
 Needs are never fully satisfied
 New needs emerge as old needs are
satisfied
 Success and failure influence goals
Defense Mechanism
 Aggression

 Rationalization

 Regression

 Withdrawal

 Projection

 Daydreaming

 Identification

 Repression
Maslow’s Hierarchy of Needs

Self
Actualization

Esteem needs

Social needs

Safety & security needs

Physiological needs
Evaluating Needs
5 levels…higher the driving force
 It can’t be tested

 I don’t know how satisfied someone is


Despite the limitations…hierarchy a useful
framework for marketers for appropriate ad.
Appeal

Firstly: It helps focus on TG

Secondly: It facilitates product positioning


and repositioning (how it is perceived)
A Trio of Needs

Power

Affiliation

Achievement
Power
 Power needs relates to an individual’s desire
to control his or her own environment
 It includes need to control other persons and
various objects
 It is an ego or self esteem need
Affiliation
 This need suggests that behavior is strongly
influenced by desire for friendship, for
acceptance, for belonging
 People are socially dependent on others

(Eg: Buying on others choice)


Achievement
 Individuals with a strong need for
achievement often regard personal
accomplishment as an end in itself
 It is both egoistic and self-actualisation

 High achievement is useful promotional


strategy to educate and affluent consumers
(Eg: UCB)
How motives are measured
 Motives are hypothetical constructs
 Researchers combines various techniques Eg:-
 I would buy a product…it has status
 I am interested in new product with status
 I would pay more for a product if it had status
 Status of product is irrelevant to me
 A product is more valuable to me if it had snob
appeal
Motivational research
(Qualitative research techniques)
 Metaphor Analysis
 Storytelling

 Word Association and Sentence Completion

 Thematic Apperception Test

 Drawing Pictures and Photo Sorts


Evaluating motivational research

 Despite criticism…still important tool

 Deeper insights into “whys” of CB rather than

market research
Ethics and consumer
Motivation
 Creating needs and manipulating into buying
unethical
 Advertising helps motivating

 Eg- Krafts Food and Mc Donalds,

 An aggressive advertising for products is


unethical and socially undesirable
Pulsar (Case Study)
Pre-Launch

 Market Trend
 Perception of higher capacity

 Success of CBZ
Launch

 Twins launched
 Redefined the trend

 New Needs (high efficiency, low cost)


Motivation Factor

 Aimed at the segment of 18-24


 First bike endowed with sex (He bike)

 “Definitely male”…
 New TG “21-35”
 What’s next ???

 Innovation and motivation (DTSi Tech)..


 Definitely male
 Digital biking

 Distinctly ahead