CONSUMER MOTIVATION

NEEDS AND GOALS

CASE STUDY

All's fair in this market

In a country where even the gods supposedly lament their dark complexion - Krishna sings, "Radha kyoon gori, main kyoon kala?

Can Black Beauties Be Turned Into Snowhites?

MODEL OF MOTIVATION PROCESS

Unfilled needs, Wants & desires Tension Drive

Cognitive processes

Previous learning

Goal/need fulfillment

Tension reduction

Behavior/Action

Intake needs

Acquired needs

Generic goals

Product specific goals

Rs 3,000-crore cosmetics and toiletries market

- skincare segment accounts for Rs 1,200 crore

- Fairness products account for a whopping Rs 700 crore

Annual growth rate - 10 to 15 per cent

HUL, with Fair & Lovely, has a massive 53 per cent market share

CavinKare (Fairever) has over 12 per cent share Godrej FairGlow has a 3.5 per cent share Himalaya Drug Company recently made an entry

into this segment and aims to capture two per cent share of the market

Other players such as Emami (Gold Turmeric and Naturally Fair) and Revlon (Fair & Glow) also have a presence

Positive & Negative Motivation

Dynamics of Motivation

Needs are never fully satisfied New needs emerge as old needs are

satisfied Success and failure influence goals

Defense Mechanism

Aggression Rationalization Regression Withdrawal Projection Daydreaming Identification Repression

Maslow’s Hierarchy of Needs

Physiological needs

Safety & security needs

Social needs

Esteem needs

SelfActualization

Evaluating Needs

5 levels…higher the driving force It can’t be tested I don’t know how satisfied someone is

Despite the limitations…hierarchy a useful framework for marketers for appropriate ad. Appeal

Firstly: It helps focus on TG

Secondly: It facilitates product positioning and repositioning (how it is perceived)

A Trio of Needs

Power

Affiliation

Achievement

Power

Power needs relates to an individual’s desire to control his or her own environment

It includes need to control other persons and various objects

It is an ego or self esteem need

Affiliation

This need suggests that behavior is strongly influenced by desire for friendship, for acceptance, for belonging

People are socially dependent on others

(Eg: Buying on others choice)

Achievement

Individuals with a strong need for achievement often regard personal accomplishment as an end in itself

It is both egoistic and self-actualisation High achievement is useful promotional

strategy to educate and affluent consumers (Eg: UCB)

How motives are measured Motives are hypothetical constructs Researchers combines various techniques Eg:- I would buy a product…it has status I am interested in new product with status I would pay more for a product if it had status Status of product is irrelevant to me A product is more valuable to me if it had snob

appeal

Motivational research(Qualitative research techniques)

Metaphor Analysis Storytelling Word Association and Sentence Completion Thematic Apperception Test Drawing Pictures and Photo Sorts

Evaluating motivational research

Despite criticism…still important tool

Deeper insights into “whys” of CB rather than

market research

Ethics and consumer Motivation

Creating needs and manipulating into buying unethical

Advertising helps motivating Eg- Krafts Food and Mc Donalds, An aggressive advertising for products is

unethical and socially undesirable

Pulsar (Case Study)

Pre-Launch

Market Trend Perception of higher capacity Success of CBZ

Launch

Twins launched Redefined the trend New Needs (high efficiency, low cost)

Motivation Factor

Aimed at the segment of 18-24 First bike endowed with sex (He bike) “Definitely male”…

New TG “21-35” What’s next ??? Innovation and motivation (DTSi Tech)..

Definitely male Digital biking Distinctly ahead