CONSUMER NEEDS &

MOTIVATION

Meaning, classification and theories of motivation.

Motives & measurement of motives

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Motivation

Motivation is the reason for a behavior. It is the driving force within individuals that impels

to action. A motive is a construct representing an

unobservable inner force that stimulate and compels a behavioral response and provides specific direction to that response.

Needs

Innate needs are physiological (air, water, clothing, shelter and sex).

They are considered as primary needs or motives.

Acquired needs: what we learn in response to our culture or environment. (self esteem, prestige, power & learning).

They are considered as secondary needs or motives.

Goals

Goals are the sought after results of motivated behavior.

Generic goals: general classes or categories of goals that consumers see as a way to fulfill their needs. (student telling his parents he wants a two wheeler to commute to college).

Product Specific Goals: If the student says he wants a Bajaj Pulsar Motor bike he is expressing product specific goal.

The Dynamics of Motivation

Needs are never fully satisfied. New needs emerge as old needs are satisfied. Success and failure influence goals (as the person

succeeds he raises levels of aspiration). Substitute Goals (when intended goals cannot be

satisfied) Frustration & Defense Mechanisms(such as

aggression-they get angry, rationalization-they try 2 find excuses to justified their failure)

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Model of the Motivation Process

Unfulfilled needs, wants

& desiresTension Drive

Learning

CognitiveProcesses

BehaviorGoal or

NeedFulfillment

Tensionreduction

Types of Motives

Positive & Negative Motivation: Positive motivations make consumers feel a driving

force toward some object. It is referred to as approach object.

Negative when there is a driving force away from the object. Referred as avoidance object.

Rational Vs. Emotional Motives/unitarian Vs hedonic

Rationality implies that consumers select goals based on totally objective criteria.

Emotional criteria is about selection of goals based on personal or subjective criteria.

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Arousal Of Motives

Physiological Arousal: A drop in blood sugar levels or stomach muscle

contractions will trigger hunger pangs. A decrease in body temperature will induce

shivering (will bring in the need for a sweater). Most physiological cues are involuntary. However they arouse uncomfortable tensions

till they are satiated.

Arousal Of Motives

Emotional Arousal People who are bored or frustrated in trying to

achieve their goals often engage in day dreaming – imagining themselves in desirable conditions.

These thoughts drive dormant needs, which may produce uncomfortable tensions that drive them to goal oriented behavior.

They will enroll in writing workshops (novelist), singing classes (singer), internet chat rooms.

Arousal Of Motives

Cognitive Arousal: Triggered through marketing communication

activities. An advertisement that provide reminders of

home will trigger yearning to speak to one’s parents, wife, children etc. which will benefit the telephone company.

Ads, direct marketing messages, jingles all can act as cues.

Arousal Of Motives

Environmental arousal: Set of needs activated by specific cues in the

environment. Without these cues the needs might remain dormant.

9’ o clock news, sight or smell of bakery goods, all may arouse the need for food.

Most potential form of situational cue is the object itself.

Window display of products, Shelf display in a supermarket etc.

Hierarchy Of Needs Physiological needs: For a person who is extremely and

dangerously hungry, no other interest exists but food. He dreams food ----

Safety Needs: Insurance, Medicare, education, savings and investments oriented products

Social needs: All most all personal care and grooming products (cosmetics, mouthwash etc) and family leisure and entertainment products, furniture, white goods etc

Egoistic Needs: High tech products such as lap tops, Wi-Fi equipments, home theater, luxury cars etc.

Need For Self Actualization: Athlete trying to win Olympic medal. Scientist working for a cure for aids – Hobby related products, precision products, professional sports gear etc.

Hierarchy Of Needs

As lower order needs are satisfied, higher level needs becomes the driving force behind human behavior.

In effect it is dissatisfaction that become the driving force behind human behavior.

Need hierarchy as wide acceptance as it reflect the assumed or inferred motivations of many people in our society.

Draw back: it cannot be tested empirically; there is no way to assess at what level of satisfaction of one level will make a person search for the next level.

Hierarchy Of Needs

Readily adaptable to market segmentation and for developing ad appeals as there are consumer goods designed to satisfy each need levels and most needs are shared by large segments.

Individuals buy –food provisions, medicines, basic clothing products to satisfy physiological needs.

They buy home, start bank accounts, rely on PF and pension schemes to meet their safety needs.

They buy insurance, medical-care services and home security systems, education to satisfy safety needs.

Individuals buy – health foods, low fat –diet products etc to satisfy social needs.

All buying of fashion clothes, personal care and grooming products (cosmetics / after shave /shampoo etc) are to satisfy social needs

Hi-Tech products like home theatre, LCD TV, Blue-tooth equipments, big cars are for meeting ego/esteem needs.

High end education, hobby related products, challenging adventure are sold for getting self fulfillment.

Hierarchy Of Needs

Advertising appeals directed to one or more need levels.

Volvo targets more traditional buyers and its ad stresses on the safety appeal.

Ford Ikon, Accent, M-800 are advertised as family car (social appeal).

Skoda Superb, Sonata, M- Swift, (M-Esteem) stress on power (Ego needs)

Tata Safari, Ford Endeavour, Ferrari sports car etc are for self actualization.

A Trio Of Needs Some psychologists believe in existence of a trio of

basic needs. These needs can be considered derived from Maslow’s need hierarchy.

Power Affiliation & Achievement.

Power: relates to an individual’s desire to control his or her environment.

Closely related to ego needs.

A Trio Of Needs Affiliation: this need suggests that behavior is strongly

influenced by the desire for friendship, for acceptance, belonging.

Appeal to social need – people with high affiliation needs tend to be socially dependent.

Achievement: Individuals with this need often regard personal

accomplishment as an end itself. The achievement need is closely associated with

ego and self actualization needs.

Latent and manifest Motives in a Purchase Situation

A large car Is more

comfortable

It’s a highQuality car thatPerforms well

A number of myFriends drive A Chevrolet

PurchaseA

Chevrolet

Manifest Motives

It will demonstrateThat I’m successful

Its, a powerful sexy carAnd it’ll help to make Me powerful and sexy.

Latent Motives

Communication Effects & Motivations

1. Five Communication Effects and

2. Eight Basic Motivations indented to generate by communications

The Five Communication Effects

(John Rossiter & Larry Percy)

When you are exposed to an Ad “This is what that would have to happen in your head” before you buy a brand.

1. Category Need 2. Brand Awareness 3. Brand Attitude 4. Brand Intention 5. Purchase Facilitation

Category Need Buyers perception of requiring something

(product / service) to remove a perceived discrepency between the current motivational state and desired.

A car Ad can remind you that your present car is getting old.

A light weight lap-top will remind your long felt need for such product.

Brand Awareness Buyers ability to identify the brand within the

product category in sufficient detail to make a purchase.

Brand has to be first linked to category. Two sub divisions 1. Brand Recognition: when the buyer able to

identify the brand amount the other brand in same products category

2. Brand Recall: when buyer recall the brand at the time of purchase the product,

Marketer do not want you to buy just any brand … but want you to buy an Indigo.

Brand Attitude Buyers overall evaluation of the brand with

respect to its perceived ability to meet a currently relevant motivation.

For products which are extremely inexpensive (low risk), brand awareness is enough to induce sales.

For all other types, prospective buyers have to develop a favorable attitude.

Brand Purchase Intention: Buyers self instruction to take the purchase

related action. Relevance of such communication come when

most people have a highly favorable attitude towards the brand but very few seriously intend to buy one ex.. BMW SUVs, Gillette mark III turbo

Promotion in particular play a leading role in stimulating brand purchase intention.

Purchase Facilitation Buyer’s perception of other marketing mix related

factors, that can hinder or stimulate purchase. Some options are: Advertising only believable and deliverable

attributes. Addressing a price problem with promotions Creating a strong positive attitude by Ads Indicating where distribution points are Ads that bring better customer response to sales

force activities.

Brand Attitude

Brand attitude is the complex communication effect with logical and emotional components.

All potential buyers experience these effects in “their head” prior to purchase decisions.

Brand attitude consists of a cognitive component (logical – belief) which guides behavior ---

And an associated Affective Component which then energizes the behavior.

Brand Attitude

Brand Motivation

Cognitive component

Affective component

Cognitive (Belief) component can be made of a number of basic benefit beliefs. These are not the attitude, but rather the reasons for the brand attitude.

It represents the “perceived ability” of the brand to meet the currently relevant motivation.

The Emotional (Affect) Component is generated by the motivation itself.

Since it is currently relevant the motivation is felt by the buyer as a deprivation,

Eight Basic Motivations Negative Origin

1. Problem Removal 2. Problem Avoidance 3. Incomplete satisfaction 4. Mixed Approach Avoidance Mildly Negative Origin

5. Normal Depletion Positive origin

6. Sensory Gratification 7. Intellectual Stimulation 8. Social Approval

Problem RemovalProblem Removal Buyer experiences a current problem and seeks

products that will remedy the situation. Saridon, Moov, Iodex, V-guard pumps, Itch

Guard.

Problem AvoidanceProblem Avoidance Buyer anticipates a future problem and seeks

products that will prevent occurrence of it. LIC, Finolex, Havells, Anchor switches laptop

cover

Incomplete Satisfaction Buyer is not satisfied with the current product and

searches for a better product. Santro, Indica V2, TVS Star City sony vio laptop

Mixed Approach Avoidance Buyer likes many things about the product, but

dislikes, certain others. New hp laptop Looks for a product that will resolve the conflict. Good Morning Whiskey no hangovers), Allen-Solley

Friday Dressing)

Normal Depletion Buyer is out of stock or stock is low and seeks

to maintain regular supply. Tooth pest Most grocery items, stationary etc

Sensory Gratification Buyer seeks extra stimulation (physiological –

sensory) to enjoy the product. Mirinda, Cadburys Dairy Milk, Taj Mahal Tea,

Alpinelibel, DSP block MF

Intellectual Stimulation Buyer seeks extra (psychological) stimulation

to explore / master the new product. CNN, BBC, Rubik's Cube E.T, finance

products. Social Approval Buyers seeks opportunities for social rewards

or social recognition by buying and using the product. 20000$ BLAZER

Mercedes, Louis Philippe, Cross, Ray Ban

Attributes vs. Benefits Vs. Motivations

Attributes: Sugar (in food product)

Benefits: a) Taste b) Extra Energy c) Bad for Health

Motivations: a) Sensory Gratification b) Problem Removal (lack of energy)

c) Problem Avoidance (Diabetes)

Attributes vs. Benefits Vs. Motivations Attributes: Heavy duty (washing machine)

Benefits: a) Handles extra quanta of clothes b) Fewer break downs c) Neighbor's envy

Motivations: a) Problem Removal b) Problem Avoidance c) Social Acceptance