1. Consumer Motivation
PGDM FT 2011-13, Batch – V
Presented By:
Anant Sinha
Mayank Dhamija
Ruchin Sharma

2.  Consumer motivation is an internal state that
drives people to identify and buy products or
services that fulfill conscious and unconscious
needs or desires.
 The fulfillment of those needs can then motivate
them to make a repeat purchase or to find
different goods and services to better fulfill those
needs.

3. Learning Objectives
 Understand the types of human needs, and
motives, and the meaning of Goals.
 Understand the dynamics of motivation, arousal
of needs, setting of goals, and Interrelationship
between Needs, and Goals.
 To learn about several systems of needs
developed by Researchers.
 To understand how human motives are studied
and measured.

4. What is Motivation ?
•Motivation refers
to the driving force
within individuals
that impels them to
action.
•This driving force is
produced by a state
of tension, which
exist as the result of
an unfulfilled need.

5. Needs (1/2)
 A need is something that is necessary for
organisms to live a healthy life.
 Every individual has some needs.
o Innate Needs (primary) – physiological needs
which include needs for food water shelter, air,
clothing etc.
o Acquired Needs (secondary) – that we learn in
response to our culture on environment, includes
needs for self-esteem, prestige, affection, power
etc.

6. Needs (2/2)
 Needs can also be classified as Extrinsic, and
Intrinsic
o Extrinsic Needs – It motivate an individual to
achieve the end result.
Ex- Buying a product that symbolizes status to
impress others.
o Intrinsic Needs – Ex- If an individual buys a car for
his/her own comfort and enjoyment

7. Goals
 A goal is a desired result an person or
a system plans and commits to achieve.
 To have success in life, goals are essential.
o Generic Goals – If a student tell his parents that he
wants to become an entrepreneur, he has started a
Generic goal.
o Product Specific goal – If a student says he wants
to get an MBA degree from the IIM, he has
expressed a Product-Specific goal.

8. The selection of Goals
 Positive Goal : Goal towards which behavior is
directed (Approach object)
 Negative Goal : Goal from which behavior is
directed away (Avoidance Object)

9. Rational v/s Emotional Motives
 The term Rationality implies that consumer
select goals based on totally objective criteria
such as Size, weight, price, or miles per liter.
 Emotional Motives imply the selection of goals
according to personal criteria such as pride, fear,
affection etc.

10. Dynamics of Motivation
 Needs and Goals change and grow in response to
an individual’s physical condition, environment,
interaction with others, and experiences.
 As individual attain their goals, they develop new
ones.
 If they do not attain their goals they continue to
strive for old goals or they develop substitute goals.
 Some of the reasons why need-driven human
activity never ceases include the following:
o Many of the needs are never fully satisfied.
o As needs become satisfied, new and higher order
needs emerge that cause tension.
o People who achieve their goals, set new and higher
goals for themselves.

11. Arousal of Motives
 Physiological Arousal : Needs at any specific
moment in time are based on the individual’s
physiological condition at that moment.
 Emotional Arousal: Sometimes day dreaming
results in the arousal or stimulation of latent needs .
 Cognitive Arousal: Random thoughts can lead to a
cognitive awareness of needs .
 The two opposing philosophies :
 Behaviorist school
 Cognitive school

12. Motivational Theories
 Maslow’s Hierarchy of Needs
o Consumers respond to motivation according to levels
of needs in this order:
 Physiological
 Safety/security
 Affiliation
 Esteem
o If these needs are met, the person may then be
motivated by growth needs

13. Self-Actualization
(self fulfillment)
Ego Needs
(prestige, status,
self-esteem)
Social Needs
(affection, friendship, belonging)
Safety & Security Needs
(Protection, Order, stability)
Physiological Needs
(Food, water, air, shelter, sex)

14. Trio of Needs (1/2)
 Some psychologies believe in the existence of trio
of (basic) needs:
o The needs for Power
o The needs for Affiliation
o The needs for Achievement
 Power – It relates to an individual’s desire to control
his/her environment . It includes the need to control
other persons and various objects.
 Affiliation – people with high affiliation needs tend to
be socially dependent on others. They often select
goods they feel will meet with the approval of friends.

15. Trio of Needs (2/2)
 Achievement – people with high needs for
achievement tend to be more self confident, enjoy
taking calculated risk, actively research their
environments, and value feedback.

16. The Measurements of Motives
Qualitative Methods :
 Motivational Research
 Self-reported measures of motives
 Qualitative measures of motives
 Subconscious meaning of Products

17. Self-Reported Measures of
motives
 Part-A : A scale measuring security, social, esteem,
autonomy, and self –actualization needs
 The scale includes 13 job related statements subjects
responded on 7 point semantic differential scale ranging
from “least important” to “Most important”
 Part-B : A scale measuring achievement , affiliation,
autonomy and dominance
 The scale includes 20 behavioral statements subjects
responded on 7 point semantic differential scale ranging
from “Never” to “Always”

18. Qualitative Measures of Motives
 Metaphor Analysis: ZMET(Zaltman Metaphor Elicitation
Technique)
 Storytelling
 Word Association and Sentence Completion
 Thematic Appreciation Test
 Drawing Pictures and Photos Sorts

19. Subconscious Meaning of
Products
 Product personality Profiles Constructed by
Earnest Ditcher
 Baking
 Automobiles
 Dolls
 Ice-cream

20. Evaluation of Motivational Research
 Qualitative Research enables the marketers to
explore consumer reaction to ideas and
advertisements at an early stage and avoid the
costly errors resulting from placing ineffective
and untested ads.
 It serves as a foundation of structured ,
quantitative marketing research studies
conducted on larger, more representative
samples of consumers

21. Culture and Need State
 Cultural aspect matters in a number of
states
 Example: Pepsodent ad showed a mother scolding
her child for eating snacks no the way to school
 2 minutes Maggi
 Brand needs to make use of Cultural
changes
 Example: Fairness creams for men