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Motivation
Three important aspects of understanding consumer motivation Survival understanding dynamic nature of consumer Profitability by right value proposition Growth adapting to the changing motives Customer satisfy their needs on basis of intensity or requirement of the needs Motivation is a strong urge that drives a persons activities towards unfulfilled need and wants Customers have motives or set of motives when they have unfulfilled demands
Motivation refers to `the processes that cause people to behave as they do'. It occurs when a need is aroused that the consumer wishes to satisfy. Once a need has been activated, a state of tension exists that drives the consumer to attempt to reduce or eliminate the tension. Marketers try to create products and services that will provide the desired benefits and permit the consumer to reduce this tension, by going in for consumption or acquisition of the products/services.
Alternatively motivation has been defined as the inner drive in individuals which impels them to action
Goals
Sought after results of motivated behavior Goals are generic or product specific e.g. Apple i-phone Motivation can be positive or negative
positive wants, desires, excitement, etc negative fears, worries, etc
Dynamics of motivation
Needs are never fully satisfied New needs emerge as old needs are satisfied- new needs can be stronger and of higher order Success and failure influence goals Failure of goals leads to- substitute goals, Frustration, defense mechanism Defense mechanism can be Aggression, rationalization, regression, withdrawal, projection, daydreaming, identification, repression
Arousal of motives
Physiological arousal Emotional arousal Cognitive arousal Environmental/situational arousal The set of needs an individual experiences at a particular time are often activated by specific cues in the environment. Without these cues, the needs might remain dormant. e.g. the sight or smell of bakery goods, fast-food commercials on television, etc
Needs is a feeling or desire for something, which is lacking and through performing various activities to get the feeling of lacking removal and thus become satisfied.
A Trio of Needs
Power individuals desire to control environment Affiliation need for friendship, acceptance, and belonging Achievement need for personal accomplishment closely related to egoistic and self-actualization needs
Measurement of Motives
Researchers rely on a combination of techniques Qualitative research is widely used
STORYTELLING
WORD ASSOCIATION In this method, respondents are presented with words, one at a time, and asked to say AND SENTENCE the first word that comes to mind. COMPLETION
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