consumer motivation final
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7/31/2019 Consumer Motivation Final
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Consumer Motivation
Lecture by Asif SarwarKarachi University
February 2010 ‘
7/31/2019 Consumer Motivation Final
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Sequence of the Presentation What is a consumer Motivation?Consumer Motivation as a psychological force.Dynamics of consumer motivationTypes and system of needs.The measurement of Motives.ConclusionsReview and discussion.
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CONSUMER MOTIVATION?
Motivation is a driving force that impels people toact.
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, bothphysiological and psychological, through thepurchase and use of products and services
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CONSUMER MOTIVATION-concept
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Consumer motivation asPsychological force
Motivation is concerned with inspiring the manto work to get the best result.
Motivation act as a state of need-induced tensionthat ‘drives’ the individual to engage in behaviorthat will satisfy the need and thus reduce the
tension.Thus Marketers view motivation as a force that induces consumption and consumer learning .
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CONSUMER MOTIVATION
Consumer Motivation is developing different basic needs in the people to motivate behaviourso that they buy things for different reasons.
Survival & profitability are dependent onconsumer’s needs satisfaction
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CONSUMER MOTIVATION
TYPESPOSITIVE MOTIVATION
In real sense, motivation means positive motivation. Positivemotivation induces people to do work in the best possiblemanner and to improve their performance. Under this,better facilities and rewards are provided for their betterperformance. Such rewards and facilities may be financial andnon-financial.
NEGATIVE MOTIVATIONFEAR OR AVERSIONS OR RELUCTANCENegative 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 basedon the concept that if a worker fails in achieving the desiredresults, he should be punished.
Ex: INVESTMENTS IN STOCKS
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CONSUMER MOTIVATION
MOTIVES
RATIONAL MOTIVESTAKING DECISION AFTER EVALUATING ALL
ALTERNATIVES (OBJECTIVE CRITERIA)
EX: ANY TELEVISIONEMOTIONAL MOTIVES
TAKING DECISION BASED ON BRAND, PERCEPTIONOR EMOTIONAL BENEFIT(SUBJECTIVE CRITERIA)
EX: SONY WEGA
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TYPES OF NEEDS…..
PYSIOLOGICAL PSYCHOLOGICAL
PRIMARY SECONDARYINNATE ACQUIRED
Ex: food, clothes, shelter etc Ex: KFC, Armani, DHA etc
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DYNAMICS OF CONSUMERMOTIVATION
NEEDS ARE NEVER SATISFIED
New needs emerge as old needs are satisfied
Success and failure influence goalsSubstitute goals
Frustration and defense mechanism
Multiplicity of Needs
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GOALS…. GOAL SELECTION IS A FUNCTION OFSUCCESS & FAILURELEVEL OF ASPIRATION IS RAISED ONSUCCESS & LOWERED ON FAILURE
AND SETTING NEW GOAL ACCORDINGLY.
EX: GETTING ADMISSION TO KU THENGETTING HIGHER GRADES & SO ON..
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SUBSTITUTE GOALS:
IN CASE OF NOT ATTAININGGOAL, MAKING AN ALTERNATIVE
EX: MARKETING MAJORS GRADUATEWANT UNILEVER/P&G,SUBSTITUTE AS EBM
EX: CONSUMER WANTS COROLLABUT SUBSTITUTE AS VITZ
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FRUSTRATION & DEFENSEMECHANISM
FAILURE RESULTS IN FEELING OFFRUSTRATION
REDIFIING SITUATION FORPROTECTING SELF IMAGE & ESTEEM
EX: 100K VS 50K & PART TIMEBUSINESS
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DEFENSE MECHANISM VARIABLES
AGGRESSION: NOT ADAPTIVE/IN FLEXIBLEEX: NESTLE/Mc DONALD
RATIONALIZATIONEX: PETROL VS CNG USE ON INCREASE OF PRICES
REGRESSION: CHILDISH BEHAVIOUREX: HANGTEN 75% DISCOUNT
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DEFENSE MECHANISM VARIABLES
WITHDRAWL: BE A PART OF SYSTEM ORQUIT THE SYSTEM
EX; BRAIN DRAIN & CONSULTING AGENCIES
PROJECTION: BLAMING HIMSELF FORFAILURE
EX; FAILURE IN EXAM ON A SMALLMARGIN
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DEFENSE MECHANISM VARIABLES
IDENTIFICATION: IDENTIFYING WITHOTHER PERSONS OR SITUATIONWHICH ONE SEEMS RELEVANT
EX: SKIN ISSUES OR DANDRUFFREPRESSION:
EX: LEAVING COUNTRY & SETTLEMENTABROAD
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MASLOW HIERARCHY NEEDS
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HIERARCHY OF NEEDS
PHSIOLOGICAL NEEDS: FOOD,CLOTHING, SHELTER
EX: UMRA OR ABROAD & ACCOMODATION
SEARCHING OF HALAL ABROAD & FISHEARTH QUAKE IN CHILE
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HIERARCHY OF NEEDS
SAFETY/SECURITY NEEDS:
EX; TRACKER & INSURANCEBOUNDRY WALL APARTMENTBANK ACCOUNT & LOCKER
MEDICAL COVERAGE
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HIERARCHY OF NEEDS
SOCIAL NEEDS: SATISFYING HUMANRELATIONSHIPS
EX: MEMBERSHIPS OF KARACHIGYMKHANA OR CLUBS
ACCOMODATION & ENVIRONMENTLIKE MANCHESTER
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HIERARCHY OF NEEDSEGOISTIC NEEDS; SHOW OFF
EX: TRAVELLING IN BUSINESS CLASSCREDIT GOLD CARD USEIMPORTED PRODUCTS USE ZERO METER CARTOP OF THE LINE PRODUCTS
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HIERARCHY OF NEEDS
SELF ACTUALIZATION:ACHIEVEMENT /DISTINCTION
EX; TO BE AMONG FEW CONCEPTNICHE MARKETING CONCEPT
RESORTS/HOLIDAYS IN EURPOREOR MAURITIUS
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TRIO OF NEEDS/ PAA NEEDS
PAA= POWER, AFFILIATION & ACHIEVEMENT
POWER:INTERIOR PUNJAB/SINDH-CIVIL
SERVICE OR POLICEENERGIZERS: BLUE OX, RED BULLCARS WITH HIGHER MAX CC/POWER
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TRIO OF NEEDS/ PAA NEEDSAFFILIATION:
EX: MOBILE PACKAGESPTCL PAKISTAN PACKAGECALLING PACKAGES FOR ABROAD
ACHIEVEMENT:EX: SPORTS CAR ON ACHIEVEMENT
HOLIDAY PACKAGES FORCORPORATE ON SALES TARGETS