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CONSUMER MOTIVATION?
Motivation is a driving force that impels people to act. In a consumer behavior context, the results is a desire for a product, service, or experience. It is the drive to satisfy needs and wants, both physiological and psychological, through the purchase and use of products and services
CONSUMER MOTIVATION-concept
Successful marketers define their market in terms of needs they presume to satisfy, not in terms of products they sell. Because Consumers basic needs do not change but the products that satisfy them do.
Motivation act as a state of need-induced tension that drives the individual to engage in behavior that will satisfy the need and thus reduce the tension. Thus Marketers view motivation as a force that induces consumption and consumer learning.
CONSUMER MOTIVATION
Consumer Motivation is developing different basic needs in the people to motivate behaviour so that they buy things for different reasons.
Survival & profitability are dependent on consumers needs satisfaction
CONSUMER MOTIVATION
TYPES
POSITIVE MOTIVATION
In real sense, motivation means positive motivation. Positive motivation induces people to do work in the best possible manner and to improve their performance. Under this, better facilities and rewards are provided for their better performance. Such rewards and facilities may be financial and non-financial.
NEGATIVE MOTIVATION
CONSUMER MOTIVATION
MOTIVES
RATIONAL MOTIVES
TAKING DECISION AFTER EVALUATING ALL ALTERNATIVES (OBJECTIVE CRITERIA)
TYPES OF NEEDS..
PYSIOLOGICAL PRIMARY INNATE PSYCHOLOGICAL SECONDARY ACQUIRED
Ex: KFC, Armani, DHA etc
NEEDS ARE NEVER SATISFIED New needs emerge as old needs are satisfied Success and failure influence goals Substitute goals Frustration and defense mechanism Multiplicity of Needs
GOALS.
GOAL SELECTION IS A FUNCTION OF SUCCESS & FAILURE LEVEL OF ASPIRATION IS RAISED ON SUCCESS & LOWERED ON FAILURE AND SETTING NEW GOAL ACCORDINGLY. EX: GETTING ADMISSION TO KU THEN GETTING HIGHER GRADES & SO ON..
SUBSTITUTE GOALS:
IN CASE OF NOT ATTAINING GOAL, MAKING AN ALTERNATIVE
EX: MARKETING MAJORS GRADUATE WANT UNILEVER/P&G, SUBSTITUTE AS EBM EX: CONSUMER WANTS COROLLA BUT SUBSTITUTE AS VITZ
PROJECTION: BLAMING HIMSELF FOR FAILURE EX; FAILURE IN EXAM ON A SMALL MARGIN
HIERARCHY OF NEEDS
PHSIOLOGICAL NEEDS: FOOD, CLOTHING, SHELTER EX: UMRA OR ABROAD & ACCOMODATION SEARCHING OF HALAL ABROAD & FISH EARTH QUAKE IN CHILE
HIERARCHY OF NEEDS
SAFETY/SECURITY NEEDS:
EX; TRACKER & INSURANCE BOUNDRY WALL APARTMENT BANK ACCOUNT & LOCKER MEDICAL COVERAGE
HIERARCHY OF NEEDS
SOCIAL NEEDS: SATISFYING HUMAN RELATIONSHIPS EX: MEMBERSHIPS OF KARACHI GYMKHANA OR CLUBS ACCOMODATION & ENVIRONMENT LIKE MANCHESTER
HIERARCHY OF NEEDS
EGOISTIC NEEDS; SHOW OFF
EX: TRAVELLING IN BUSINESS CLASS CREDIT GOLD CARD USE IMPORTED PRODUCTS USE ZERO METER CAR TOP OF THE LINE PRODUCTS
HIERARCHY OF NEEDS
SELF ACTUALIZATION: ACHIEVEMENT /DISTINCTION EX; TO BE AMONG FEW CONCEPT NICHE MARKETING CONCEPT RESORTS/HOLIDAYS IN EURPORE OR MAURITIUS