Consumer Motivation

Amity Business School
Consumer
Motivation
Motivation is the driving force within

individuals than impels them to action.
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
The Dynamic Nature 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
Model of the Motivation Process
Learning
Needs Goal or
wants, need
Tension Drive Behavior
and fulfill-
desires ment
Cognitive
processes
Tension
reduction
• Needs Versus Wants

– Want: The particular form of consumption used to
satisfy a need.
• Types of Needs
– Biogenic needs: Needs necessary to maintain life
– Psychogenic needs (Acquired needs): Culture-
related needs (e.g. need for status, power, affiliation,
etc.)
– Utilitarian needs: Implies that consumers will
emphasize the objective, tangible aspects of
products
– Hedonic needs: Subjective and experiential needs
(e.g. excitement, self-confidence, fantasy, etc.)
Goals
• Generic Goals
– the general categories of goals that
consumers see as a way to fulfill their
needs
– e.g., “I want to get a MBA degree.”
• Product-Specific Goals
– the specifically branded products or
services that consumers select as their
goals
– e.g., “I want to get an MBA in Marketing
from Amity Business School.”
The Selection of Goals
• The goals selected by an individual

depend on their:
– Personal experiences
– Physical capacity
– Prevailing cultural norms and values
– Goal’s accessibility in the physical and
social environment
In spite of the ban on the diesel cars, Mercedes with
demand for off-roaders such as GLE Amity
keep volumes
Business School
similar to 2015 with decline in 2% sales in 2016
Year Sales (Units)% Growth

2010 5,819 Nil
2011 7,430 28%
2012 7,138 -4%
2013 9,003 26 %
2014 10,201 13%
2015 13,502 32%
2016 13,231 -2%
• Whereas Audi, BMW, Tata Jaguar Land

Rover sales below 10,000-unit mark.
• Audi is in second position followed by
BMW and JLR respectively.
Analyze the reason for Consumer
motivation for Mercedes off-roader range
in 2016 and also critically evaluate the
reason for other premium brands falling
below 10,000 marks?
• Mercedes followed many initiatives

such as higher focus on performance
cars under the AMG brand helped
maintain the demand.
• The CLA is the 12th product launched by Mercedes-Benz
India pursuing its ‘Winning’ philosophy in 2016
• CLA boasts of segment benchmark in styling, design and
size (longest wheelbase: 2699mm); differentiating it from
core competitors
• CLA 200 Sport Pulsating Performance: The CLA 200 Sport
features a 1,991 cc petrol engine that churns out 135 kW
(184 hp) and 300 Nm of torque available at as low as 1200
rpm | 0 – 100 in 7.1 seconds
• CLA 200 d Sport Peppy performance: The CLA 200 d Sport
features a 2,143 diesel engine that produces 100 kW (136
hp) and 300 Nm of torque available at as low as 1400 rpm |
0 -100 in 9 seconds
• DYNAMIC SELECT with 4 four drive modes: Comfort,
Sport, Eco & Individual
• Motorized by the 7G Dual Clutch Transmission, ensures
rapid gear shifts, in turn enhancing the driving performance
without compromising on fuel efficiency
• Personification of Aerodynamics: The CLA features an
Avant-garde coupé design with powerful lines, striking light
reflections, soft nose and extremely low Cd value of 0.25
(lowest for any production car in the world)
• Redesigned LED Head and Tail Lights further emphasizes
the CLA’s dynamic appearance and better LED High
Performance with more safety.Apple CarPlay™ and Android
Auto featured for the first time in the CLA:Enables effortless
connectivity communication, a free-standing 8-inch display
with an innovative smartphone look and expressive
combinations of colours and materials.
• CLA 200 d INR 31.40 lakhs, CLA 200 d INR 34.68 lakhs and
Motivational Theories
• Thorndike’s Law of Effect
– consumers are motivated to buy products that
produce positive events and reduce negative
events
– most purchases are influenced by both
– A marketer’s job is to communicate the
benefits and downplay the negative
• Maslow’s Hierarchy of Needs
– consumers respond to motivation according to
levels of needs in this order:
• physiological
• safety/security
• affiliation
• Esteem
• Self actualization
– if these needs are met, the person may then
be motivated by growth needs
Self-Actualization
Esteem
Belonging
Safety
Physiological
• Aldelfer’s ERG Theory
– Came after Maslow’s theory
– Very similar – Hierarchy that we all follow
– ERG
• E – Existence – similar to physiological and safety
• R – Relatedness – similar to love/belonging
• G – Growth – similar to esteem/self-actualization
– Unlike Maslow
• Different levels can be pursued at the same time
• Example: An artist may struggle to eat while
Aldelfer’s ERG Theory

Motivations and Goals

• Positive Motivation • Negative Motivation
– A driving force – A driving force
toward some away from some
object or object or
condition condition
• Approach Goal • Avoidance Goal
– A positive goal – A negative goal from
toward which which behavior is
behavior is directed directed away
Simplified Motives
• Physiological versus Psychogenic
• Conscious versus Unconscious
• Positive versus Negative

IDENTIFY THE MOTIVES IN

COMING CASELET SERIES?
Future group Decide your price initiative
• Future group will feature a branded

product at 6.00 pm and every time the
announcement is retweeted until 10.00 pm
that day, the price of the product will drop
by Rs. 1.00, the product will be offered at
that price to all customers at Big Bazaar
stores across the country following
Saturday and Sunday. This discount is on
the selling [price not on MRP.
ET 12TH January’2017
23
More Consumers Involvement…
1. First sale was in December’2016 on

laptop bag worth Rs.1,999.00. It used to
be available in Big Bazaar stores at Rs
999.00, but finally sold at Rs.403.00 on
Saturday & Sunday. They sold 10,000
bags on these two days compared with
250 bags during the week.
2. Second offer was on a pair of denim
Jeans, which went down to Rs.894 from
Rs 1399 after the retweet by consumers.
• Future lifestyle recently had a three-day

sale at Brand factory, where consumers
could shop for for Rs.4000by paying
2000 and get additional goodies and
gift vouchers for Rs 2000 more. This
generated more than Rs. 100 crore for
the company.
Failure to achieve a
goal may result in
frustration. Some
Frustration adapt; others adopt
defense mechanisms
to protect their ego.
Methods by which
people mentally
Defense redefine frustrating
Mechanism situations to protect
their self-images and
their self-esteem.
Defense
Mechanisms
• Aggression • Repression (Sub-
• Rationalization limation)
• Regression • Projection
(Childish (Blaming others)
behavior) • Identification
• Withdrawal • Day dreaming
Arousal of Motives
• Physiological arousal
• Emotional arousal
• Cognitive arousal (Thinking & reasoning)
• Environmental arousal
Philosophies Concerned With

Arousal of Motives
• Behaviorist School
– Behavior is response to stimulus
– Elements of conscious thoughts are to be ignored
– Consumer does not act, but reacts
• Cognitive School
– Behavior is directed at goal achievement
– Need to consider needs, attitudes, beliefs, etc. in
understanding consumer behavior
Discovering Purchase Motives

• Manifest motives are those that are
known and acknowledged.
• Latent motives are those that are either
unknown to the customer or ones that
the customer are reluctant to
acknowledge.
• Researching latent motives often
requires use of projective techniques.
Latent and Manifest Motives
Motivational research Techniques
• Association Technique
• Word Association Successive Word Association
• Completion Technique
• Sentence Completion Story Completion
• Construction Technique
• Cartoon Technique Third person Technique
• Picture Response
Most Ads
appeal to
Multiple
Motives
Motive Combination
• Motive Linking
• Motive Bundling
• Motive Conflict
Motivation Conflict
• Approach-Approach Conflict – choice
between 2 attractive alternatives. Buy now,
pay later.
• Approach-Avoidance Conflict – both + and –
consequences in purchase of particular
product. Lower calorie products.
• Avoidance-Avoidance Conflict – choice
between 2 undesirable alternatives. Old
washing machine fails to work, replacement.
A Trio of Needs
• Power (I-Phone, Luxury Bikes and Cars)

– individual’s desire to control environment
• Affiliation ( Shopping malls, Clubs,
Entertainment Zone)
– need for friendship, acceptance, and belonging
• Achievement (Omega, Sony )
– need for personal accomplishment
– closely related to egoistic and self-actualization
needs
Appeal to Power
Needs
Appeal to
Affiliation
Needs
Appeal to
Achievement
Needs
Motivation and Marketing Amity Business School
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
3-41

Consumer Motivation

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Consumer Motivation

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Amity Business School

Motivation is the driving force within

The Dynamic Nature of

Model of the Motivation Process

• Needs Versus Wants

The Selection of Goals

• The goals selected by an individual

Year Sales (Units)% Growth

• Whereas Audi, BMW, Tata Jaguar Land

• Mercedes followed many initiatives

Aldelfer’s ERG Theory

Motivations and Goals

• Conscious versus Unconscious

• Positive versus Negative

IDENTIFY THE MOTIVES IN

• Future group will feature a branded

1. First sale was in December’2016 on

• Future lifestyle recently had a three-day

Philosophies Concerned With

Discovering Purchase Motives

Motivational research Techniques

• Power (I-Phone, Luxury Bikes and Cars)

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