1. CONSUMER BEHAVIOR
UNIT 6: MOTIVATION
Mrs. Shubhangi Dharma

2. MOTIVATION
 Needs
 Primary needs
 Secondary needs
 Motivational force
 Psychological force
 Driving force
 State of tension- unfulfilled need
 The Conscious/Unconscious strive to reduce
tension

3. MOTIVATION
 Attempt to release tension
 Action to release tension
 Motivation:
1. Goal has to be selected
2. Action to achieve the selected goal
3. Motivation induces consumption

4. MOTIVATIONAL FORCES
Tension
Drive
Behavior
Goal
(Cognitive
process)
Unfulfilled
needs

5. NEEDS
 Innate – Psychological needs
 Acquired needs – Self esteem, Prestige,
Affection, Power, Learning.

6. GOALS – RESULT OF MOTIVATED
BEHAVIOR
 Generic goals
 Product specific goals – Marketers
 Setting of Goals – Personal Value

7. SELECTION OF GOALS
 Personal experience
 Physical capacity
 Cultural norms & Values
 Perception

8. NEEDS & GOALS
 Interdependent
 Maslow’s Law of Hierarchy
 Universal Hierarchy of Needs
 Five Levels of Human Needs
 Order of Importance
 Lower level (biogenic) needs
 Higher level (psychogenic) needs

9. MASLOW’S LAW
 Individuals satisfy lower level needs and then
move to higher level needs
 Lowest level of unsatisfied needs motivate
his/her behavior
 Once a need is satisfied, new needs emerge
 Needs overlap between each level
 No need is completely satisfied

10. PRIME MOTIVATOR- MAJOR
DRIVING FORCE
 Five levels of need:
1. Physiological Needs
2. Safety and Security Needs
3. Social Needs
4. Ego Needs
5. Self Actualization

11. MOTIVATION
 Positive & Negative motivation
 Initiate & sustain human behavior
 Drives want, need, desire
 There is no distinction between needs, wants
and desires.

12. MOTIVATION
 Positive goal:
1. Behavior is directed
2. Approach object
 Negative goal:
1. Directed away
2. Avoidance of object
3. Aroused by threat

13. MASLOW’S NEED THEORY
 Needs arranged
 5 levels of needs
 Satisfaction of basic needs leads to the
second level, then moving on to the third,
fourth and ultimately the topmost level.

14. NEEDS
 Physiological needs – food, water,
shelter, clothing.
 Safety needs – security
 Social needs – sense of belonging
 Esteem needs – prestige, status
 Self Actualization

15. APPLICATION OF MASLOW’S
THEORY.
 Physiological needs – Products related
to basic needs
 Safety needs – Products satisfy safety
needs
 Social needs – Family bond, get together.
Products related to social needs.
 Esteem needs – Ego’s satisfaction
 Self Actualization

16. TRIO OF NEEDS
 Three basic motivational needs-
1. Need of Power
2. Need of Affiliation
3. Need of Achievement

17. ERG HIERARCHY OF NEEDS
 Alderfer’s Theory
 Hierarchy of three needs:
1. Need of Existence
2. Need of relatedness
3. Need of Growth
 Notion of frustration leads to other behavior

18.  Consumer Behavior – Consumer not satisfied
 Moves to a more complete alternative
 Frustration- Defense Mechanism

19. HERZBERG’S THEORY
 Two factor theory -
1. Factors cause satisfaction
2. Factors cause dissatisfaction
 Absence of dissatisfaction –
 Motives purchase
 Presence of satisfier is a must
 Application -
 Marketers avoid factors of dissatisfaction
 Seller identifies satisfier