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Consumer

Motivation

Amity Business School

Amity Business School

Motivation is the driving force within

individuals than impels them to action.

Amity Business School Motivation is the driving force within individuals than impels them to action.
Amity Business School Motivation is the driving force within individuals than impels them to action.

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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

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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

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Model of the Motivation Process

Needs

Needs wants, and desires

wants,

and

desires

Needs wants, and desires
of the Motivation Process Needs wants, and desires Learning Tension Drive Cognitive processes Behavior Goal or

Learning

Learning

Tension

Process Needs wants, and desires Learning Tension Drive Cognitive processes Behavior Goal or need fulfill-

Drive

Drive
Needs wants, and desires Learning Tension Drive Cognitive processes Behavior Goal or need fulfill-
Needs wants, and desires Learning Tension Drive Cognitive processes Behavior Goal or need fulfill-
Cognitive processes
Cognitive
processes
and desires Learning Tension Drive Cognitive processes Behavior Goal or need fulfill- ment Tension reduction

Behavior

Behavior
and desires Learning Tension Drive Cognitive processes Behavior Goal or need fulfill- ment Tension reduction
Goal or need fulfill-
Goal or
need
fulfill-

ment

Goal or need fulfill- ment
and desires Learning Tension Drive Cognitive processes Behavior Goal or need fulfill- ment Tension reduction
and desires Learning Tension Drive Cognitive processes Behavior Goal or need fulfill- ment Tension reduction
and desires Learning Tension Drive Cognitive processes Behavior Goal or need fulfill- ment Tension reduction
and desires Learning Tension Drive Cognitive processes Behavior Goal or need fulfill- ment Tension reduction
Tension reduction
Tension
reduction
and desires Learning Tension Drive Cognitive processes Behavior Goal or need fulfill- ment Tension reduction

Needs Versus Wants

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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

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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.”

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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 keep volumes

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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%

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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?

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Mercedes followed many initiatives such as higher focus on performance

cars under the AMG brand helped

maintain the demand.

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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

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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

h CLA 200 S

i

i

d

INR 33 68 l

kh

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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

– most purchases are influenced by both – A marketer’s job is to communicate the benefits

benefits and downplay the negative

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Motivational Theories

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

Physiological
Physiological

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Self - Actualization Esteem Belonging Safety
Self - Actualization
Esteem
Belonging
Safety
Physiological Amity Business School Self - Actualization Esteem Belonging Safety

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Motivational Theories

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

becomin

fulfilled intellectuall

with their

aintin s

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Aldelfer’s ERG Theory

Amity Business School Aldelfer’s ERG Theory

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Motivations and Goals

Positive Motivation A driving force

toward some

object or condition

Approach Goal

A positive goal toward which behavior is directed

Negative Motivation A driving force

away from some

object or condition

Avoidance Goal

A negative goal from which behavior is directed away

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Simplified Motives

Physiological versus Psychogenic

Conscious versus Unconscious

Positive versus Negative

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IDENTIFY THE MOTIVES IN COMING CASELET SERIES?

Future group Decide your price initiative

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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 12 TH January’2017

23

More Consumers Involvement…

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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.

of denim

Jeans, which went down to Rs.894 from

2. Second offer was

pair

on

a

Rs 1399 after the retweet by consumers.

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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.

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Failure to achieve a goal may result in

frustration. Some

adapt; others adopt defense mechanisms to protect their ego.

Frustration

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Methods by which people mentally

redefine frustrating

situations to protect their self-images and

Defense Mechanism
Defense
Mechanism

their self-esteem.

Defense

Mechanisms

Aggression

Rationalization

Regression

(Childish

behavior)

Withdrawal

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Repression (Sub-

limation)

Projection

(Blaming others)

Identification

Day dreaming

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Arousal of Motives

Physiological arousal

Emotional arousal

Cognitive arousal (Thinking & reasoning)

Environmental arousal

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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

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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

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Latent and Manifest Motives Amity Business School

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Motivational research Techniques

Association Technique

Word Association

Successive Word Association

Completion Technique

Sentence Completion

Story Completion

Construction Technique

Cartoon Technique

Picture Response

Third person Technique

Most Ads appeal to Multiple Motives

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Most Ads appeal to Multiple Motives Amity Business School

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Motive Combination

Motive Linking

Motive Bundling

Motive Conflict

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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.

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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

Amity Business School Appeal to Power Needs

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Appeal to Power

Needs

Appeal to

Affiliation

Needs

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Appeal to Affiliation Needs Amity Business School

Appeal to

Achievement

Needs

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Appeal to Achievement Needs Amity Business School

Motivation and Marketing

Strategy

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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

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