the consumer motivation

2015 - CONSUMER BEHAVIOR DR. AHMAD FARAZ – CBA - UOD

Consumer Motivation: Motivation, Needs, Motives, Motivating

Consumers

Lecture

4


Lets understand Motivation

Motivation is the driving force within individuals that impels them to action. تحفيزالحافز

Motivation is highly dynamic and constantly changes in response to life experiences. Motivations change as we age, interact with others, change careers, acquire wealth, become ill, marry or divorce, or pursue education.


Types of Motivation

Intrinsic Motivation is defined as performing an action or behavior because you enjoy the activity itself.

Extrinsic Motivation is done for the sake of some external outcome, the inspiration for acting on intrinsic motivation can be found in the action itself.

Studying because you want to get a good grade Cleaning your room to avoid being reprimanded by your parents Participating in a sport to win awards Competing in a contest to win a scholarship

Participating in a sport because you find the activity enjoyable Solving a word puzzle because you find the challenge fun and exciting Playing a game because you find it exciting


the Dynamics 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 When a consumer cannot attain a specific

goal he/she anticipates will satisfy a need, they develop substitute goal (creates frustration/ tension).

Substitute goals may actually replace the primary goal over time.


understanding Motivation as a Psychological Force

Motivation is produced by a state of tension, by having a need which is unfulfilled. Consumers want to fulfill these needs and reduce the state of tension.

Example: Need for food

Needs are the essence of the marketing concept. Marketers do not create needs but can make consumers aware of needs

Example: Need for a pair of jeans


Types of Needs

• Innate Needs– Physiological (or biogenic) needs that are

considered primary needs or motives.

• Acquired Needs– Learned in response to our culture or

environment. Are generally psychological and considered secondary needs.


Types of Need?

An Innate or Acquired need?


Types of Motivation


Survey Physical Exercise?

People were asked, will they do more exercise, if they have these equipment at home?

QUESTIONMaximum people replied, YES. They will be able to do more exercise at home.

ANSWER


People do more exercise, if they go to a Gym. Environment motivates to actions.

REASON

Results More Physical Exercise at Gym?


In reality Physical Exercise?

At home many distractions appear those lead to , shorter time and postponement happens.

OBSERVATION

In Gym, no distraction, longer work outs, more focus and overall environment motivates.


Understanding Consumer MotivationConsumer has an inner desire to consume these products Consumer also wanted reduce intake (sugar, fat, chocolate etc). MOTIVATION ACTION

+ +

RESULT


Understanding Consumer MotivationConflicting Goals

The 100 calorie. Miniature chocolate business. 7.5 ounce "mini"-sized soft drink cans.

Motivation is the driving force within individuals that

impels them to action.


Challenge of 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


To which of Maslow’s Need does this ad appeal?

Both Physiological and Social Needs



Egoistic needs

Respect by others


Safety needs



Consumer Goals

The sought-after results of motivated behavior

Generic goals are general categories of goals that consumers see as a way to fulfill their needs

Product-specific goals are specifically branded products or services that consumers select as their goals


Class activity – Narrate your goals

What are three generic goals you have set for

yourself in the past year?

- Use a single sheet paper for your response. - Write your name and number at the top of the sheet. - You have 10 minutes to finish this activity. - Creative responses are allowed


Motive

Motive is a reason to do something. Your reason to do something is your

Motive.


Arousal of Motive

Physiological arousal Emotional arousal Cognitive arousal Environmental arousal

- Hungry, thirsty.

- Weather. - Think about need. - Sad, Frustrated.

Arousal اإلثارة


Motivating Consumers - MONEY

• Price cuts, specials, rebates, and coupons motivate purchase

• Resulting sales may increase, but profits may not

• Attracts consumers less likely to repeat• Price reductions may increase price

sensitivity


Motivating Consumers – OTHER INCENTIVES

Premiums, free products, contests, are designed to motivate consumers to purchase.


Motivating Consumers – LOYALTY PROGRAMS

Motivate repeat buying by providing rewards to customers based on how much business they do with the company

Tracks consumer purchases and provides estimates of Customer Lifetime Value


Motivating Consumers – ENHANCING RISK

Perceived risk: consumers’ apprehensions about the consequences of their behavior (buying and consuming the product)

Educating consumers about risks may motivate them to make more informed choices that reduce exposure to risk


Motivating Consumers – PROVOKE CURIOSITY

For new products, educating potential customers is crucial

Curiosity often leads to an enhanced need for information

May advertise a benefit that is not normally associated with the product

Thank you and Good Bye, till next class.


the consumer motivation

Marketing