CONSUMER MOTIVATION

“Motivation refers to an
activated state within a
person that leads to goal-
directed behavior.”
• Motivation is the activation or
energization of goal-oriented behavior.
Motivation is said to be intrinsic or
extrinsic.
• motivation may be rooted in the basic
need to minimize physical pain and
maximize pleasure, or it may include
specific needs such as eating and resting,
or a desired object, hobby, goal etc.
• Motivation is the driving force within
individuals that impels them to
action.This driving force is produced
by a state of tension, which exists as
the result of an unfulfilled need
• Consumer Motivation
Motivation is an inner drive that reflects
goal-directed arousal. 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
 Motivation concepts
Intrinsic and extrinsic motivation
Intrinsic motivation refers to motivation that comes from inside an individual rather
• than from any external or outside rewards, such as money or grades.
The motivation comes from the pleasure one gets from the task itself or from the sense
of satisfaction in completing or even working on a task.
• Extrinsic motivation comes from
outside of the performer. Money is
the most obvious example
MODELS OF THE MOTIVATION
PROCESS
• This model potrays motivation as a
state of need-induced tension that
drives the individual to engage in
behvior that he or she believes will
satisfy the need and thus reduce the
tension.
• Wheter gratification is actually
achieved depends on the course of
action pursued.
 l
• Specific goal that consumer wants to
achieve and the action he takes to
achieve those goals depends upon
his thinking process(cognition) or
previous learning (experience)
• Understanding consumer motivation
helps marketers to understand
consumer behavior.
 Needs
Needs can be :
 Innate needs
 Acquired needs

Innate needs/Primary needs(biogenic):

Also known as physiological needs, they
include the need for food ,water , air,
clothing, shelter etc.
 h
• Acquired Needs/Secondary Needs
(psychogenic): they are acquired or
learnt in response to our culture or
environment.
• It includes need for self esteem,
prestige, affection, power etc.
• They are also known as psychological
needs
• E.g:
Finding a place to live is
primary need o a person but

kind of home one rents or

buys is a result of secondary
need.
 GOALS
The purpose toward which an endeavor is
directed
the aim or object towards which an Endeavour
is directed
“Goal is an observable and measurable end
result having one or more objectives to be
achieved within a more or less fixed timeframe
"
• Human Behavior is goal oriented
• The marketers always want that their
consumer should see their products
and services as those that would
satisfy their needs and wants.
• Goals are need based
• Generic Goals : A general goal that a
consumer s see as a means to fulfill
their needs.
e.g: A child tells his parents that he
wants to become a doctor it I a
generic goal.
• Product-specific goal: Specifically
branded products and services that
consumers select for goal fulfillment.
e.g: and if a child tells his parents
that he wants to get MD degree from
ABC medical college.