CONSUMER

MOTIVATION

PRESENTED TO :OMESH CHADDHA

PRESENTED BY:
KARAN KHURANA
KUSHAL ARORA
SUSHMIL SAHAI
NIKHIL SAINI

Motivation Definition

Motivation is the driving force within

individuals that impels them to action.
Motivation may be rooted in the basic need to
minimize physical pain and maximize
pleasure, or it may include specific needs such
as eating and resting, or a desired object,
hobby, goal, state of being, ideal, or it may be
attributed to less-apparent reasons such as
altruism, morality, or avoiding mortality.

Model of Motivational Process

Needs

Innate Needs (Biogenic or Primary)

Physiological needs
Acquired Needs (Psychological or Secondary)
Learned from culture or environment.
Extrinsic Needs Motivates an individual to
achieve end results.
Intrinsic Needs His/ her own comfort.

MOTIVES Positive and Negative

Positive Shaping up the body

Negative To avoid health problems

GOALS

Generic Goals
Product Specific Goals
The selection of Goals
Personal experiences
Physical capacity
Prevailing cultural norms & values
Goals accessibility in the physical and social
environment
Individuals characteristics

Positive and Negative Goal

Promotion and Prevention Focus

Positive Goal( Approach Object) towards which

behavior is directed.
Negative Goal ( Avoidance Object) behavior
which is directed away.
Promotion growth and development.
Prevention safety and security.

Utilitarian and Hedonic

Utilitarian Utility
Hedonic feelings, to enhance satisfaction

Interdependence Of Needs And Goals

Needs and goals are interdependent; neither

exists without the other.

Individuals are more aware of their

physiological needs than are of their
psychological needs.

Rational Vs Emotional Motives

Rational people choose product which gives

most utility (size, weight, price and miles)

Emotional people select goals according to

personal or subjective ( eg: pride, fear,
affection or status)

Dynamics of Motivation

Needs are never fully satisfied

Needs emerge as old needs are satisfied

Success and failure influence goals:

Substitute Goals
Frustration
Defense Mechanism

Aggression express anger.

Rationalization they say the goal is worthless.
Regression childish behavior.
Withdrawal
Projection blaming others
Daydreaming / fantasizing.
Identification solving the issue by comparing with others.
Repression or suppression, Sublimation avoid thinking about the goal
itself.

Arousal of Motives

Physiological Arousal
Emotional Arousal
Cognitive Arousal

Types and systems of Needs

Segmentation and promotional

applications

A trio of needs

Power :- individuals desire to control environment

e.g. ego needs

Affiliation :- need for friendship, acceptance, and

belonging

e.g. groups

Achievement :- need for personal

accomplishment , closely related to egoistic and
self-actualization needs , e.g. self confident

MOTIVATION AND GOALS

Negative

Positive

Motivation

A driving force
toward some object
or condition

Approach Goal

A positive goal
toward which
behavior is directed

Motivation
A driving force away
from some object or
condition

Avoidance Goal

A negative goal from

which behavior is
directed away

The Dynamic Nature 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

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

The Selection of Goals

The goals selected by an individual depend on

their:

Personal experiences
Physical capacity
Prevailing cultural norms and values
Goals accessibility in the physical and social
environment

Philosophies Concerned with Arousal of

Motives
Behaviorist

Behavior is response to stimulus

Elements of conscious thoughts are to be
ignored
Consumer does not act, but reacts

Cognitive

School

School

Behavior is directed at goal achievement

Needs and past experiences are reasoned,
categorized, and transformed into attitudes
and beliefs

Motivational Research

Qualitative research designed to uncover

consumers subconscious or hidden
motivations
Attempts to discover underlying feelings,
attitudes, and emotions

Qualitative Motivational Research

Metaphor analysis
Storytelling
Word association and sentence completion
Thematic apperception test
Drawing pictures and photo-sorts

Many Companies Specialize in Motivational

Research

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THANK YOU