Motivation process

2. Motivation
Motivation is the reason for the behavior.
Definition:
Motivation is the driving force within individuals that
impels them to action.
 Produced by a state of tension due to an unfulfilled need
 Which leads to conscious/subconscious attempts to reduce
the tension

3. Motivation
Types of Motivation
Latent Motives:
 Motives that the consumer is unaware of or unwilling to
recognize
 Harder to identify
 Require projective techniques to identify.
Manifest Motives:
 Motives that the consumer is aware of and willing to
express

4. Motivation
Rational Motives:
 Goals chosen according to objective criteria (e.g., price)
Emotional Motives:
 Goals chosen according to personal or subjective criteria
(e.g., desire for social status)

5. Motivational Theory
Maslow ,s Hierarchy theory of need.

6. Motivational Theory
Psychological/Basic Needs:
Food,water,shelter and sleep.
Safety Needs:
Seeking physical stability and security.
Belongingness:
Desire for friendship,love and affiliation.
Self-Esteem:
Desires for status , superiority and Self-respect.
Self-actualization:
To become all that one is capable of becoming.

7. Motivation and Marketing
Strategy
Identify the needs and goals of the target market
 Identify both latent and manifest motives
Use knowledge of needs to segment the market and to
position the product
Use knowledge of needs to develop promotional
strategies
Reduce motivational conflict

8. Motivation and Marketing Strategy
Consumers don’t buy the product ; instead they buy
motive satisfaction and problem solutions.
Marketers create demand .Demand is the willingness to
buy a particular goods and services. It is caused by need
and motive, but it is not the motive.

9. Motivation and Involvement
Motivation and Consumer
Involvement:
Involvement is a motivational state
caused by consumer perceptions that a
product, brand or advertisement is
relevant or interesting.
Needs plays a strong role in determining
what is relevant or interesting .

10. The Dynamic Nature of
Motivation
 Needs are never fully satisfied
 New needs emerge as old needs are satisfied
 A given need may lead totally different goals
 Consumers are more aware of their goals than their
needs
 continued

11. The Dynamic Nature of Motivation
Consumer values, personality and self-concept
influence consumer goals
Consumers have multiple needs
 Pre-potent need
Motives are difficult to infer from behaviour.
Past experiences (success/failure) influence goals
 Defence Mechanisms
 continued

12. Motivational Research
Qualitative research designed to uncover consumers’
subconscious or hidden motivations. Consumers are not
always aware of, or may not wish to recognize, the basic
reasons underlying their actions.