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Premium member Presentation Transcript Psychological Factors of Consumer Behaviour: Motivation : © Copyright 2010 Anupam Kumar 1 Psychological Factors of Consumer Behaviour: Motivation Authored By: Anupam Kumar Reader, SMS Varanasi Email: anupamkr@gmail.com What is Motivation? : © Copyright 2010 Anupam Kumar 2 What is Motivation? Motivation refers to an activated state within a person that leads to goal-directed behavior. It 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. It consists of the drives, urges, wishes, or desires that initiate the sequence of events leading to a behavior. It begins with the recognition of a need….. Consumer Motivations : © Copyright 2010 Anupam Kumar 3 Consumer Motivations Represents the drive to satisfy both physiological and psychological needs through product purchase and consumption. It Gives insights into why people buy certain products Stems from consumer needs: industries have been built around basic human needs Characteristics of Needs : © Copyright 2010 Anupam Kumar 4 Characteristics of Needs Types of Need Needs can be either innate or learned Needs can be expressive( emotional) Needs can be utilitarian( practical and functional) Needs can be hedonic Needs are dynamic Needs have hierarchy Needs can be internally and externally aroused Needs can conflict Maslow’s Hierarchy of Needs : © Copyright 2010 Anupam Kumar 5 Maslow’s Hierarchy of Needs Maslow’s Hierarchy of Needs : © Copyright 2010 Anupam Kumar 6 Maslow’s Hierarchy of Needs Physiological needs These are the lowest or the first level needs. They are also called basic, frugal, primary, biological, biogenic, physiological, innate etc. Safety or Security needs Social needs Egoistic needs Self-Actualisation Maslow’s Hierarchy of Needs : © Copyright 2010 Anupam Kumar 7 Maslow’s Hierarchy of Needs Physiological needs Safety or Security needs Physical safety, protection, stability, security, mental piece. Once the first level needs are satisfied, the individuals go for the next level where they need an uninterrupted fulfilment of the above needs, like regular income, permanent shelter, etc. Social needs Egoistic needs Self-Actualisation Maslow’s Hierarchy of Needs : © Copyright 2010 Anupam Kumar 8 Maslow’s Hierarchy of Needs Physiological needs Safety or Security needs Social needs Affiliation, friendship, and belonging. Once the second level is more or less satisfied, this level comes. In social needs they need to maintain themselves in a society and try to be accepted in that so that they can interact with other members of the society. Egoistic needs Self-Actualisation Maslow’s Hierarchy of Needs : © Copyright 2010 Anupam Kumar 9 Maslow’s Hierarchy of Needs Physiological needs Safety or Security needs Social needs Egoistic needs Prestige, status, self-esteem, fame. The egoistic needs of a person are satisfied as the person rises above the general level/status of other members. Self-Actualisation Maslow’s Hierarchy of Needs : © Copyright 2010 Anupam Kumar 10 Maslow’s Hierarchy of Needs Physiological needs Safety or Security needs Social needs Egoistic needs Self-Actualisation This is extreme or highest end of the hierarchy, where the individuals try to excel in any field attaining very high order of achievement. Self Actualisation Need : © Copyright 2010 Anupam Kumar 11 Self Actualisation Need Needs Classification - Murray : © Copyright 2010 Anupam Kumar 12 Needs Classification - Murray Murray’s Psychogenic Needs : © Copyright 2010 Anupam Kumar 13 Murray’s Psychogenic Needs Materialistic Needs Acquisition: Obtaining things Construction: Creating things Order: Making things neat and organized Retention: Keeping things. Murray’s Psychogenic Needs : © Copyright 2010 Anupam Kumar 14 Murray’s Psychogenic Needs Ambition Needs Achievement: Success, accomplishment, and overcoming obstacles. Exhibition: Shocking or thrilling other people. Recognition: Displaying achievements and gaining social status. Superiority To show supremacy over others In avoidance Avoid shame or humiliation or failure Inviolacy To be un-breakable Counter-Action To be counter offensive Murray’s Psychogenic Needs : © Copyright 2010 Anupam Kumar 15 Murray’s Psychogenic Needs Power Needs Sado Masochistic Needs Autonomy: Independence and resistance. Blame Avoidance: Following the rules and avoiding blame. Deference: Obeying and cooperating with others. Dominance: Controlling others. Abasement: Confessing and apologizing. Aggression: Attacking or ridiculing others. Ambition / Power Need : © Copyright 2010 Anupam Kumar 16 Ambition / Power Need Murray’s Psychogenic Needs : © Copyright 2010 Anupam Kumar 17 Murray’s Psychogenic Needs Affection Needs Affiliation: Spending time with other people. Nurturance: Taking care of another person. Play: Having fun with others. Rejection: Rejecting other people. Succorance: Being helped or protected by others. Murray’s Psychogenic Needs : © Copyright 2010 Anupam Kumar 18 Murray’s Psychogenic Needs Information Needs (Need concerned with social intercourse) Cognizance: Seeking knowledge and asking questions. Exposition: Educating others Trio of Need : © Copyright 2010 Anupam Kumar 19 Trio of Need Need of Power the power need relates to individuals’ desire to control their environment including other persons & objects around them closely related to the ego need, in that many individuals experience increased self esteem when they exercise power over objects or people. Need of Affiliation Need of Achievement Trio of Need : © Copyright 2010 Anupam Kumar 20 Trio of Need Need of Power Need of Affiliation affiliation is a well known & well researched social motive that has far reaching influence on consumer behaviour behaviour is strongly influenced by the desire for friendship, acceptance and belonging People with high affiliation needs tend to be socially dependent on others. Need of Achievement Trio of Need : © Copyright 2010 Anupam Kumar 21 Trio of Need Need of Power Need of Affiliation Need of Achievement individuals with a strong need for achievement often regard personal accomplishment as an end in itsel closely related to both the egoistic need & the self-actualisation need Affiliation / Achievement Need : © Copyright 2010 Anupam Kumar 22 Affiliation / Achievement Need Challenge in Understanding Consumer Motivation : © Copyright 2010 Anupam Kumar 23 Challenge in Understanding Consumer Motivation Reasons underlying consumer motivation are not always “obvious” Research is necessary to discover real motivations behind behaviors People don’t always want to disclose real reasons for their actions People don’t always know why they do what they do unconscious motivation Motivations change over time Motivational Research : © Copyright 2010 Anupam Kumar 24 Motivational Research Understanding needs helped in understanding what consumers buy Motivational Research helps in understanding why they buy, what they buy Slide 25: © Copyright 2010 Anupam Kumar 25 Association of products with money, male gender, Typically male tasks (in particular cultures, not all) Association of products with male-preferred items, male physical attributes, gender interactions Slide 26: © Copyright 2010 Anupam Kumar 26 Dichter's consumption motives Universal Relative Association of products with home-related, reassurement items, avoiding impairment, tradition, old products (conservativeness) Association of products with culturally constructed male interpretations of what is erotic or not (extremely outdated) Slide 27: © Copyright 2010 Anupam Kumar 27 Dichter's consumption motives Universal Relative Association of products Through colors (white), concept of cleanliness (and its relation to chemicals) and acts of self-cleaning Slide 28: © Copyright 2010 Anupam Kumar 28 Dichter's consumption motives Universal Relative Association of products with (supposed? Male assumption?) female preference for certain items Slide 29: © Copyright 2010 Anupam Kumar 29 Dichter's consumption motives Universal Relative Slide 30: © Copyright 2010 Anupam Kumar 30 Dichter's consumption motives Universal Relative Jagdish Sheth’s Consumer Motives : © Copyright 2010 Anupam Kumar 31 Jagdish Sheth’s Consumer Motives Functional Aesthetic / Emotional Social Situational Curiosity Reason for Purchase of Car: Mileage, Reliability, Space, Safety Style, Shape, Colour Its image reflects a social group There is a Navratra discount Owning a car is a new experience Need Priorities & Motivational Conflicts : © Copyright 2010 Anupam Kumar 32 Need Priorities & Motivational Conflicts Satisfying a need often comes at the expense of another need these trade-offs cause motivational conflict Motivational Conflicts : © Copyright 2010 Anupam Kumar 33 Motivational Conflicts Approach-avoidance conflict happens when the consumer has two different choices of similar or dissimilar category of product or services which he gives equal importance, but unable to choose one over the other. The marketer can come in to make his offer more attractive & important in any sense & help the customer to decide in its favour Approach-approach conflict Avoidance-avoidance conflict Motivational Conflicts : © Copyright 2010 Anupam Kumar 34 Motivational Conflicts Approach-avoidance conflict Approach-approach conflict happens when the consumer has decides in favour of a product but somehow not satisfied with a particular feature or wants to avoid it. The marketer can come in to make some modifications in the product’s features to suit & help the customer to decide in its favour Avoidance-avoidance conflict Motivational Conflicts : © Copyright 2010 Anupam Kumar 35 Motivational Conflicts Approach-avoidance conflict Approach-approach conflict Avoidance-avoidance conflict happens when the consumer has to decide between two negative choices. The choices are said to be negative in relation to certain personal attributes of the consumer. The marketer can come in to make some suggestion in the decision making process to suit & help the customer to decide in its favour Triggering Consumer Motives : © Copyright 2010 Anupam Kumar 36 Triggering Consumer Motives Inducing need recognition Move consumer from actual state to desired state Triggering motivation through need-benefit segmentation Understand consumer better and offer him or her goods and services to meet the needs of specific target segments Triggering subconscious motivation…. Bibliography : © Copyright 2010 Anupam Kumar 37 Bibliography Lindquist, Jay D. and Sirgy, M Joseph. Consumer Behaviour. New Delhi: Cenage Learning India Private Limited, 2009. Hawkins, Del I., Best, Roger J., Coney, Kenneth A. and Mookerjee, Amit. Consumer Behaviour: Building Marketing Strategy. Ninth Edition New Delhi: Tata McGraw-Hill Publishing Company Limited, 2007. Schiffman, Leon G. and Kanuk, Leslie L. Consumer Behaviour. Ninth Edition. New Delhi: Dorling Kindersley (India) Pvt. Ltd. Licenses of Pearson Education in South Asia, 2009. Loudon, David L. and Della Britta, Albert J. Consumer Behaviour. Fourth Edition. New Delhi: Tata McGraw-Hill Publishing Company Limited, 2002. Assael, Henry. Consumer Behaviour: A Strategic Approach. New Delhi: Biztantra, An Imprint of Dreamtech Press. By arrangement with Houghton Mifflin Co., USA, 2009. Khan, Martin. Consumer Behaviour. Second Edition. New Delhi: New Age International (P) Limited, 2004. Nair, Suja R. Consumer Behaviour in Indian Perspective. Mumbai: Himalya Publishing House, 2007. Kumar, S Ramesh. Consumer Behaviour and Branding: Concepts Reading and Cases. Noida: Dorling Kindersley (India) Pvt. Ltd. Licenses of Pearson Education in South Asia, 2009. Gupta, S.L. and Pal Sumitra. Consumer Behaviour: An Indian Perspective. New Delhi: Sultan Chand & Sons, 2001. Datta, Debraj and Datta Mahua. Consumer Behaviour & Advertising Management. Delhi: Vrinda Publications (P) Ltd., 2009. Acknowledgement: for images and advertisement frames Vodafone; incredibleindia.com; psychol.ucl.ac.uk; encefalus.com; createyourownimage.wordpress.com; ypblogspot.com, risingpowers.foreignpolicyblogs.com, integral-options.blogspot.com For further details / comments : © Copyright 2010 Anupam Kumar 38 For further details / comments Please contact Anupam Kumar Reader, SMS Varanasi Email: anupamkr@gmail.com You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.
Psychological Factors Motivation anupamkr Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 1183 Category: Education License: All Rights Reserved Like it (0) Dislike it (0) Added: November 24, 2010 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... Premium member Presentation Transcript Psychological Factors of Consumer Behaviour: Motivation : © Copyright 2010 Anupam Kumar 1 Psychological Factors of Consumer Behaviour: Motivation Authored By: Anupam Kumar Reader, SMS Varanasi Email: anupamkr@gmail.com What is Motivation? : © Copyright 2010 Anupam Kumar 2 What is Motivation? Motivation refers to an activated state within a person that leads to goal-directed behavior. It 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. It consists of the drives, urges, wishes, or desires that initiate the sequence of events leading to a behavior. It begins with the recognition of a need….. Consumer Motivations : © Copyright 2010 Anupam Kumar 3 Consumer Motivations Represents the drive to satisfy both physiological and psychological needs through product purchase and consumption. It Gives insights into why people buy certain products Stems from consumer needs: industries have been built around basic human needs Characteristics of Needs : © Copyright 2010 Anupam Kumar 4 Characteristics of Needs Types of Need Needs can be either innate or learned Needs can be expressive( emotional) Needs can be utilitarian( practical and functional) Needs can be hedonic Needs are dynamic Needs have hierarchy Needs can be internally and externally aroused Needs can conflict Maslow’s Hierarchy of Needs : © Copyright 2010 Anupam Kumar 5 Maslow’s Hierarchy of Needs Maslow’s Hierarchy of Needs : © Copyright 2010 Anupam Kumar 6 Maslow’s Hierarchy of Needs Physiological needs These are the lowest or the first level needs. They are also called basic, frugal, primary, biological, biogenic, physiological, innate etc. Safety or Security needs Social needs Egoistic needs Self-Actualisation Maslow’s Hierarchy of Needs : © Copyright 2010 Anupam Kumar 7 Maslow’s Hierarchy of Needs Physiological needs Safety or Security needs Physical safety, protection, stability, security, mental piece. Once the first level needs are satisfied, the individuals go for the next level where they need an uninterrupted fulfilment of the above needs, like regular income, permanent shelter, etc. Social needs Egoistic needs Self-Actualisation Maslow’s Hierarchy of Needs : © Copyright 2010 Anupam Kumar 8 Maslow’s Hierarchy of Needs Physiological needs Safety or Security needs Social needs Affiliation, friendship, and belonging. Once the second level is more or less satisfied, this level comes. In social needs they need to maintain themselves in a society and try to be accepted in that so that they can interact with other members of the society. Egoistic needs Self-Actualisation Maslow’s Hierarchy of Needs : © Copyright 2010 Anupam Kumar 9 Maslow’s Hierarchy of Needs Physiological needs Safety or Security needs Social needs Egoistic needs Prestige, status, self-esteem, fame. The egoistic needs of a person are satisfied as the person rises above the general level/status of other members. Self-Actualisation Maslow’s Hierarchy of Needs : © Copyright 2010 Anupam Kumar 10 Maslow’s Hierarchy of Needs Physiological needs Safety or Security needs Social needs Egoistic needs Self-Actualisation This is extreme or highest end of the hierarchy, where the individuals try to excel in any field attaining very high order of achievement. Self Actualisation Need : © Copyright 2010 Anupam Kumar 11 Self Actualisation Need Needs Classification - Murray : © Copyright 2010 Anupam Kumar 12 Needs Classification - Murray Murray’s Psychogenic Needs : © Copyright 2010 Anupam Kumar 13 Murray’s Psychogenic Needs Materialistic Needs Acquisition: Obtaining things Construction: Creating things Order: Making things neat and organized Retention: Keeping things. Murray’s Psychogenic Needs : © Copyright 2010 Anupam Kumar 14 Murray’s Psychogenic Needs Ambition Needs Achievement: Success, accomplishment, and overcoming obstacles. Exhibition: Shocking or thrilling other people. Recognition: Displaying achievements and gaining social status. Superiority To show supremacy over others In avoidance Avoid shame or humiliation or failure Inviolacy To be un-breakable Counter-Action To be counter offensive Murray’s Psychogenic Needs : © Copyright 2010 Anupam Kumar 15 Murray’s Psychogenic Needs Power Needs Sado Masochistic Needs Autonomy: Independence and resistance. Blame Avoidance: Following the rules and avoiding blame. Deference: Obeying and cooperating with others. Dominance: Controlling others. Abasement: Confessing and apologizing. Aggression: Attacking or ridiculing others. Ambition / Power Need : © Copyright 2010 Anupam Kumar 16 Ambition / Power Need Murray’s Psychogenic Needs : © Copyright 2010 Anupam Kumar 17 Murray’s Psychogenic Needs Affection Needs Affiliation: Spending time with other people. Nurturance: Taking care of another person. Play: Having fun with others. Rejection: Rejecting other people. Succorance: Being helped or protected by others. Murray’s Psychogenic Needs : © Copyright 2010 Anupam Kumar 18 Murray’s Psychogenic Needs Information Needs (Need concerned with social intercourse) Cognizance: Seeking knowledge and asking questions. Exposition: Educating others Trio of Need : © Copyright 2010 Anupam Kumar 19 Trio of Need Need of Power the power need relates to individuals’ desire to control their environment including other persons & objects around them closely related to the ego need, in that many individuals experience increased self esteem when they exercise power over objects or people. Need of Affiliation Need of Achievement Trio of Need : © Copyright 2010 Anupam Kumar 20 Trio of Need Need of Power Need of Affiliation affiliation is a well known & well researched social motive that has far reaching influence on consumer behaviour behaviour is strongly influenced by the desire for friendship, acceptance and belonging People with high affiliation needs tend to be socially dependent on others. Need of Achievement Trio of Need : © Copyright 2010 Anupam Kumar 21 Trio of Need Need of Power Need of Affiliation Need of Achievement individuals with a strong need for achievement often regard personal accomplishment as an end in itsel closely related to both the egoistic need & the self-actualisation need Affiliation / Achievement Need : © Copyright 2010 Anupam Kumar 22 Affiliation / Achievement Need Challenge in Understanding Consumer Motivation : © Copyright 2010 Anupam Kumar 23 Challenge in Understanding Consumer Motivation Reasons underlying consumer motivation are not always “obvious” Research is necessary to discover real motivations behind behaviors People don’t always want to disclose real reasons for their actions People don’t always know why they do what they do unconscious motivation Motivations change over time Motivational Research : © Copyright 2010 Anupam Kumar 24 Motivational Research Understanding needs helped in understanding what consumers buy Motivational Research helps in understanding why they buy, what they buy Slide 25: © Copyright 2010 Anupam Kumar 25 Association of products with money, male gender, Typically male tasks (in particular cultures, not all) Association of products with male-preferred items, male physical attributes, gender interactions Slide 26: © Copyright 2010 Anupam Kumar 26 Dichter's consumption motives Universal Relative Association of products with home-related, reassurement items, avoiding impairment, tradition, old products (conservativeness) Association of products with culturally constructed male interpretations of what is erotic or not (extremely outdated) Slide 27: © Copyright 2010 Anupam Kumar 27 Dichter's consumption motives Universal Relative Association of products Through colors (white), concept of cleanliness (and its relation to chemicals) and acts of self-cleaning Slide 28: © Copyright 2010 Anupam Kumar 28 Dichter's consumption motives Universal Relative Association of products with (supposed? Male assumption?) female preference for certain items Slide 29: © Copyright 2010 Anupam Kumar 29 Dichter's consumption motives Universal Relative Slide 30: © Copyright 2010 Anupam Kumar 30 Dichter's consumption motives Universal Relative Jagdish Sheth’s Consumer Motives : © Copyright 2010 Anupam Kumar 31 Jagdish Sheth’s Consumer Motives Functional Aesthetic / Emotional Social Situational Curiosity Reason for Purchase of Car: Mileage, Reliability, Space, Safety Style, Shape, Colour Its image reflects a social group There is a Navratra discount Owning a car is a new experience Need Priorities & Motivational Conflicts : © Copyright 2010 Anupam Kumar 32 Need Priorities & Motivational Conflicts Satisfying a need often comes at the expense of another need these trade-offs cause motivational conflict Motivational Conflicts : © Copyright 2010 Anupam Kumar 33 Motivational Conflicts Approach-avoidance conflict happens when the consumer has two different choices of similar or dissimilar category of product or services which he gives equal importance, but unable to choose one over the other. The marketer can come in to make his offer more attractive & important in any sense & help the customer to decide in its favour Approach-approach conflict Avoidance-avoidance conflict Motivational Conflicts : © Copyright 2010 Anupam Kumar 34 Motivational Conflicts Approach-avoidance conflict Approach-approach conflict happens when the consumer has decides in favour of a product but somehow not satisfied with a particular feature or wants to avoid it. The marketer can come in to make some modifications in the product’s features to suit & help the customer to decide in its favour Avoidance-avoidance conflict Motivational Conflicts : © Copyright 2010 Anupam Kumar 35 Motivational Conflicts Approach-avoidance conflict Approach-approach conflict Avoidance-avoidance conflict happens when the consumer has to decide between two negative choices. The choices are said to be negative in relation to certain personal attributes of the consumer. The marketer can come in to make some suggestion in the decision making process to suit & help the customer to decide in its favour Triggering Consumer Motives : © Copyright 2010 Anupam Kumar 36 Triggering Consumer Motives Inducing need recognition Move consumer from actual state to desired state Triggering motivation through need-benefit segmentation Understand consumer better and offer him or her goods and services to meet the needs of specific target segments Triggering subconscious motivation…. Bibliography : © Copyright 2010 Anupam Kumar 37 Bibliography Lindquist, Jay D. and Sirgy, M Joseph. Consumer Behaviour. New Delhi: Cenage Learning India Private Limited, 2009. Hawkins, Del I., Best, Roger J., Coney, Kenneth A. and Mookerjee, Amit. Consumer Behaviour: Building Marketing Strategy. Ninth Edition New Delhi: Tata McGraw-Hill Publishing Company Limited, 2007. Schiffman, Leon G. and Kanuk, Leslie L. Consumer Behaviour. Ninth Edition. New Delhi: Dorling Kindersley (India) Pvt. Ltd. Licenses of Pearson Education in South Asia, 2009. Loudon, David L. and Della Britta, Albert J. Consumer Behaviour. Fourth Edition. New Delhi: Tata McGraw-Hill Publishing Company Limited, 2002. Assael, Henry. Consumer Behaviour: A Strategic Approach. New Delhi: Biztantra, An Imprint of Dreamtech Press. By arrangement with Houghton Mifflin Co., USA, 2009. Khan, Martin. Consumer Behaviour. Second Edition. New Delhi: New Age International (P) Limited, 2004. Nair, Suja R. Consumer Behaviour in Indian Perspective. Mumbai: Himalya Publishing House, 2007. Kumar, S Ramesh. Consumer Behaviour and Branding: Concepts Reading and Cases. Noida: Dorling Kindersley (India) Pvt. Ltd. Licenses of Pearson Education in South Asia, 2009. Gupta, S.L. and Pal Sumitra. Consumer Behaviour: An Indian Perspective. New Delhi: Sultan Chand & Sons, 2001. Datta, Debraj and Datta Mahua. Consumer Behaviour & Advertising Management. Delhi: Vrinda Publications (P) Ltd., 2009. Acknowledgement: for images and advertisement frames Vodafone; incredibleindia.com; psychol.ucl.ac.uk; encefalus.com; createyourownimage.wordpress.com; ypblogspot.com, risingpowers.foreignpolicyblogs.com, integral-options.blogspot.com For further details / comments : © Copyright 2010 Anupam Kumar 38 For further details / comments Please contact Anupam Kumar Reader, SMS Varanasi Email: anupamkr@gmail.com