1. Consumer
motivation
By group 1

2. Motivation is the driving
force within individuals
that implies them to
action…….
2

3. 3
TYPES OF MOTIVATION
Positive Motivation
Negative Motivation
Extrinsic Motivation
Intrinsic Motivation

4. 4

5. 5

6. Previous
learning
Unfulfilled
Needs,Want
s and
Desires
Tension Driv
e
Behaviour
Goal or Need
Fulfillment
Cognitive
Processes
Tension
Reduction
Motivation process
6

7. The Dynamics of Motivation
• Needs are never fully satisfied
• New needs emerge as old needs are satisfied
• People who achieve their goals set new and higher goals for
themselves

8. Motivation as a Psychological Force
• Motivation is produced by a state of tension, by having
a need which is unfulfilled. Consumers want to fulfill
these needs and reduce the state of tension.
Eg. Need for food
• Needs are the essence of the marketing concept.
Marketers do not create needs but can make consumers
aware of needs
Eg. Need for a pair of jeans

9. Goals
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

10. Rational vs. Emotional Motives
Rationality implies that consumers select
goals based on totally objective criteria, such
as size, weight, price, or miles per gallon
Emotional motives imply the selection of
goals according to personal or subjective
criteria

11. Arousal of Motives
Physiological arousal (they get hungry)
Emotional arousal (frustrated)
Cognitive arousal (they read an ad that
made them think about their needs)
Environmental arousal (the weather
becomes cold)

12. Arousal of Motives
Physiological arousal (they get hungry)
Emotional arousal (frustrated)
Cognitive arousal (they read an ad that
made them think about their needs)
Environmental arousal (the weather
becomes cold)

13. Consumer Motivation
• Represents the drive to satisfy both physiological
and psychological needs through product
purchase and consumption
• Gives insights into why people buy certain
products
• Stems from consumer needs: industries have
been built around basic human needs

14. Types of Needs
• Physiological (or biogenic) needs that are
considered primary needs or motives
Innate
Needs
• Learned in response to our culture or
environment. Are generally psychological
and considered secondary needs
Acquired
Needs

15. Types of Needs
• Safety and Health Needs
Threats to our safety and health motivate
purchases for personal security and protection
• Need for Love and Companionship
Services and products help individuals find and
attract others
Products are often used as symbols of love and
caring

16. • Need for Financial Resources
• Social Image Needs
Conspicuous consumption:
purchases motivated to some
extent by the desire to show
other people how successful they
are
Companies reinforce the notion
that products enable users to
communicate their social image
• Need for Pleasure
Products, services, and
consumption activities provide
fun and excitement

17. • Need to Possess
Consumers often acquire products
simply because of their need to
own such products— e.g.,
collectors
Plays a role in impulse buying:
where consumers unexpectedly
experience a sudden and powerful
urge to buy something
immediately
• Need to Give
Give something back to others or
reward ourselves. Self-gifts let us
motivate, reward, and console
ourselves

18. • Need for Information
Plays an important role in
persuasion —if an ad appears
when consumers need
information, they are more likely
to pay attention than when they
don’t need the information
One reason we read or watch TV
Fuels Internet usage
• Need for Variety
Marketers may introduce
different versions of original brand
Variety may become focus of
product positioning
Types of Needs

19. A Trio of Needs
Power (Ego needs)
• Individual’s desire to control environment
Affiliation (Social needs)
• Need for friendship, acceptance, and belonging
Achievement
• Need for personal accomplishment
• Closely related to egoistic and self-actualization needs

20. Motivational Conflict and Need Priorities
• Resolving motivational conflicts requires prioritizing needs
• Maslow’s hierarchy
Some needs take precedence over other needs—physiological needs
take top priority
Differences in the importance attached to various needs affects
how consumers evaluate products
Because of consumers’ different motivational priorities, companies
use benefit segmentation: dividing consumers into different
market segments based on benefits they seek from purchase and
consumption

22. The Challenge of Understanding
Consumer Motivation
Reasons underlying consumer motivation are not always
“obvious”
Research is necessary to discover real motivations behind
behaviors
People don’t always want to disclose real reasons for their
actions
People don’t always know why they do what they do —
unconscious motivation
Motivations change over time

23. Motivating Consumers
Motivating with Money
• Price cuts, specials, rebates, and coupons motivate purchase
• Resulting sales may increase, but profits may not
• Attracts consumers less likely to repeat
• Price reductions may increase price sensitivity

24. Motivating Consumers
Provide Other Incentives
Premiums, free
products, contests,
and sweepstakes are
designed to motivate
consumers to
purchase

25. Motivating Consumers
Provide Other Incentives
• Premiums, free products, contests, and sweepstakes are
designed to motivate consumers to purchase
• There are limitations and shortcomings for this strategy in
addition to the products offered as a premium being valued
less (value-discounting hypothesis)

26. Motivating Consumers
Implement a Loyalty Program
• Motivate repeat buying by providing rewards to customers
based on how much business they do with the company
• Tracks consumer purchases and provides estimates of
Customer Lifetime Value

27. Motivating Consumers
Enhance Perceived Risk
• Perceived risk: consumers’
apprehensions about the
consequences of their
behavior (buying and
consuming the product)
• Greater perceived risk
increases search
• Educating consumers about
risks may motivate them to
make more informed choices
that reduce exposure to risk

28. Motivating Consumers
Provoke Consumers’ Curiosity
• For new products,
educating potential
customers is crucial
• Curiosity often leads
to an enhanced
need for
information
• May advertise a
benefit that is not
normally associated
with the product