Chapter 4 Final
Chapter 4 Final
Chapter 4 Final
Consumer Motivation
Needs and Motivation
• Needs are the essence of the marketing
concept. Marketers do not create
needs but can make consumers aware
of needs.
• Motivation is the driving force within
individuals that impels them to action.
Model of the Motivation Process
PRODUCT-ORIENTED CONSUMER-ORIENTED
• Acquired Needs
– Learned in response to our culture or
environment. Are generally psychological and
considered secondary needs. They include needs
for self-esteem, prestige, affection, power &
learning.
Is a body spray
an innate or
acquired
need?
• Goals are 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
– Goal’s accessibility in the physical and
social environment
Motivations and Goals
Positive Negative
• Motivation • Motivation
– A driving force toward some A driving force away from some
object or condition object or condition
E.g.: person may be impelled E.g.: person impelled away from
towards restaurant to fulfill a motorcycle transportation to
hunger need fulfill a safety need
• Approach Goal • Avoidance Goal
– A positive goal toward which – A negative goal from which
behavior is directed behavior is directed away
e.g.: a middle-aged woman e.g.: while her husband may view
joins a health club to work getting fat as a negative goal,
out regularly. and so he starts exercising as
well.
Rational versus Emotional
Motives
• Rationality implies that consumers
select goals based on totally objective
criteria such as size, weight, price, or
kmpl.
– More satisfaction
Sado-Masochistic Needs :
Aggression, Abasement (depriving of self esteem)
• Market Trend
• Perception of higher capacity
• Success of CBZ
Launch
• Twins launched
• Redefined the trend
• New Needs (high efficiency, low cost)
Motivation Factor