C O N S U M ER

M O TIV ATIO N

Consum er Behavior

Consumer behavior It is defined as

the behavior the consumer displays in

searching for , purchasing, using,
evaluating and disposing of products
and services that they expect will
satisfy their need

How consumers make decisions to

spend their time , money and effort

Types ofconsum er
Personal consumer Buys products

for his/her personal use

Organizational consumer Includes

profit non profit business ,

government agencies and institutions
which buy products ,services in order
to run their organizations

Consum er N eeds
Companies need to identify and

satisfy unfulfilled needs

Needs are the essence of marketing .

Marketers do not create needs but can

make consumers aware of their needs

IN D U STRY GYAAN
Charles Revson Builder of Revlon

He wanted women to use different nail

polish for different outfits and occasion
Strategy mantra : He marketed nail polish

not merely as a nail covering but as a fashion

accessory , introduced new nail color every
season and would persuade women that
buying new color would satisfy their needs to
appear fashionable and attractive

Consum er M otivation
Motivation it is that driving force within

individuals which compels them to act

This driving force exists as a result of an

unfulfilled need

This tension is reduced when individuals

select their goals which will fulfill their

needs

IN D U STRY GYAAN
Kishore Biyani he wanted to market ready

made trousers when consumers would prefer

buying the fabric and stitching trousers.
During that time nobody took him seriously

Strategy mantra : started his first retail outlet

and named it Patloon . He persuaded the

Indian consumer to buy ready made trousers
which were more fashionable and stylish than
the stitched trousers. Later this store was
renamed to what is know as pantaloons today

Types ofN eeds

Innate Needs

- Physiological (or biogenic) needs which

include food ,clothing shelter , sex. They
are considered primary needs or motives
Acquired Needs

- Learned in response to our culture or

environment. Generally psychological
and considered secondary needs

G oals
The sought-after results of motivated

behavior

Generic goals are general categories of

goals that consumers see as a way to

fulfill their needs ( shopping )

Product-specific goals are specifically

branded products or services that

consumers select as their goals ( Zara )

The Selection ofG oals

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

M O TIVATIO N
Positive

Rationalv/s Em otionalM otives

Rationality implies that consumers select goals

based on totally objective criteria, such as size,

weight, price, or miles per gallon

Emotional motives imply these selection of goals

according to personal or subjective criteria

D ynam ics ofM otivation

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

IN D U STRY GYAAN
General mills launched packaged cake mix

which included every thing sugar , flour, dried

eggs . The consumers had to just add water
,stir ,pour in a pan and bake . This product was
rejected

Ernest Ditchers strategy mantra he realized

that women felt guilty for doing little to bake a

cake , so he suggested to omit the dry eggs and
let the consumers add eggs to the cake mix .
The sales of the product soared

Substitute G oals
Are used when a consumer cannot

attain a specific goal he/she

anticipates will satisfy a need
The substitute goal will dispel tension
Substitute goals may actually replace
the primary goal over time

Frustration
Failure to achieve a goal may result in

frustration.

Some adapt; others adopt defense

mechanisms to protect their ego

ArousalofM otives
Physiological arousal
Emotional arousal
Cognitive arousal

M aslow s H ierarchy ofN eeds

A Trio ofN eeds

Power - individuals desire to control

environment
Affiliation - need for friendship,
acceptance, and belonging
Achievement need or personal
accomplishment closely related to
egoistic and self actualization needs

To w hich
ofthe
trio of
needs
does
this ad
appeal?