topic 4 -consumer motivation

7/31/2019 Topic 4 -Consumer Motivation

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All the best in your learning 1

Introduction

Human needs-consumer needs are the basis ofall modern marketing.

Needs are essence of the marketing concept The key to a companys survival , profitability

and growth is its ability to identify and satisfyunfilled consumer needs better and sooner thancompetition.

Successful marketers define their marketers in

terms of the needs they presume to satisfy, notin terms of the products they sell. This is a market oriented , rather than a product

oriented approach to marketing.


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Introductioncontd.

A market orientation focuses on the needof a buyer; a production oriented focuseson the needs of the seller.

The marketing concept implies that themanufacturer will make only what it knowspeople will buy; a production orientation

implies that the manufacturer will try to sellwhatever it decides to make.


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Introductioncontd.

For example Charles Revson, the builder of the Revloncosmetics empire, depict an insightful understanding ofconsumer needs

He designed strategy to induce women to use different

shades of nail polish to match different outfits, moods,and occasions.

He would persuade women through heavy and effectiveadvertising that buying the new colors would satisfy theirneeds and appear fashionable and attractive.

Charles Revson competed on the basis of perceivedquality and greater satisfaction of women's needs forfantasy and attention.


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Motivation as a Psychological Force

Needs Every individuals has needs: some are innate

(born/possessed), others are acquired. Innate Needs are : needs for food, air, clothing,

shelter They are needs to sustain biologicallife.

Acquired Needs needs that we learn Iresponse to our culture or enviroment.

Includes needs for: self esteem,prestige,affection, power and learning.

Acquired needs are generally psychological.


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Motivation as a Psychological Forcecontd

Goals

Goals are the sought-after results ofmotivated behavior

All behavior is goals oriented.

Individuals set goals on the basis of their

personal values, and they select means(behavior) that they believe that will helpthem achieve their desired goals.


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Goalscontd

For example If a student tells his parentshe wants to become a medical doctor, hehas stated a generic goal.

But if he says he wants to get aM.D.Degree from FSM, he has expresseda product -specific goal.


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GoalscontdThe Selection of goals For any given need, there are many different and

appropriate goals.

The goals selected by individuals depend on :- personal experiences- physical capacity- prevailing cultural norms and values- goals accessibility in the physical and socialenvironment.- personal characteristics- perceptions


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GoalscontdIndependence of needs and GoalsNeeds and goals are interdependent; neither exists without

the other.

Individuals are usually somewhat more aware of theirphysiological needsthan they are of their psychological(mental, emotional)needs.

Most people know when they are hungry, thirsty or cold,and they take appropriate steps to satisfy these needs.

The same people may not consciously be aware of theirneeds for acceptance , self-esteem, or status They may subconsciously engage in behavior that

satisfies their psychological ( acquired ) needs.


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Positive and Negative MotivationMotivation can be positive or negative in

direction.We may feel a driving force toward some object

or condition or a driving force away from someobject or condition.

For Example a person may be impelled towarda restaurant to fulfill a hunger need and away

from a motorcycle to fulfill a safety need. Some psychologists refer to positive drives as a

needs, wants, or desires and to negative drivesas fears or aversion (dislike)


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Rational versus Emotional Motives

In the marketing context , the termrationality implies that consumers select

goals on totally objective criteria, such as:size, weight, price or miles per gallon.

Emotional motives imply the selection of

goals according to personal or subjectivecriteria e.g. pride, fear, affection or statusetc.


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The Dynamics of Motivation

Motivation is highly dynamic construct thatis constantly changing in reaction to lifeexperiences.

Needs and goals change and grow inresponse to an individuals:

- physical condition

- environment- interactions with others

- and experiences.


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The Dynamics of Motivationcontd

Following are some of the reasons whyneed driven activity never cease:

1. Many needs are never fully satisfied; they

continually impel actions designed toattain or maintain satisfaction.

2. New and highest-order needs emerge

that cause tension and include activity3. People who achieve their goals set new

and higher goals for themselves.


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Needs are never fully satisfied

Most human needs are never fully or permanentlysatisfied.

For Exampleeach day individuals experience hunger

needs that must be satisfied. Most people regularly seek companionship and approval

from others to satisfy their social needs.

Even more complex - psychological needs are rarely

fully satisfied. In this instance, temporary goal achievement doesnt

adequately satisfy the need, and the individual strivesever harder to fully satisfy that need.


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New Needs Emerge as old needs are satisfied

Some motivational theorists believe that ahierarchy of needs exists when new high order

needs emerge as lower-order needs are fulfilled. For example a man with his physiological

needs (food ,housing, job) are satisfied may turnhis efforts to achieve acceptance among hisneighbors joining the political club andsupporting their candidate.


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The Dynamics of MotivationcontdSuccess and failure influence goals A number of researchers have concluded that

individuals that successfully achieve their goalsusually set new and higher goals forthemselves.

That is they raise their level of aspirations. For example a college senior who is not

accepted into medical school may try instead tobecome a dentist or a podiatrist ( doctor for foot

ailments) The success and failure of reaching certaingoals very much depend on the nature andpersistence of an individuals behavior.


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Success and failure influence goalscontd

Substitute goals when individualcannot attain a specific goal to satisfy a

certain needs , behavior may be directedto a substitute goal.

For examplea man who cant afford a

BMW may convenience that a new sportyChrysler Sebring has an mage he clearlyprefers.


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Success and failure influence goalscontdFrustration failure to achieve goals often resultin feelings of frustration.

Regardless of the cause, individuals reactdifferently to frustrating situations.

Some individual cope by finding their wayaround the obstacle or look for substitution.

Others are less adaptive and might regard the

inability to achieve goals is a personal failure. Some adopt defense mechanism to protect their

egos from feelings of inadequacy.


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Success and failure influence goalscontd

Defense mechanisms people who cannotcope with frustration often mentally redefine their

frustrating situations in order to protect their self-images and self-esteem.

For example a young woman may yearn for aEuropean vacation she cannot afford.

The coping individual may select a lessexpensive vacation to Disneyland or NationalPark.


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Multiplicity of Needs and Variation of Goals A consumer behavior often fulfils more than one

need.

For example- We buy clothing for protection anda certain degree of modesty. In additionclothing's satisfy a wide range of personal andsocial needs such as acceptance or ego needs.

Another example five people who are active ina neighborhood association may each belong fora different reason such as:


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Multiplicity of Needs and Variation of Goals

1. May be genuinely concern with protecting

the interest of the neighborhood.

2. concern about the possibility of increased crimein the area.

3. may seek social contacts from organizational

meetings

4. enjoy the power of directing a large group

5. enjoy status provided by membership.


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Arousal of Motives

Most individuals specific needs are dormant much ofthe time.

The arousal of any particular type of need at a specific

moment in time may be caused by internal stimuli suchas physiological, emotional or cognitive process.

1. Physiological arousal bodily needs at any onespecific moment in time are based on the individualsphysiological condition e.g.

- a stomach contraction will trigger awareness of ahunger need.

1. -a decrease in body temperature will reduce shivering.


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2. Emotional Arousal sometimesdaydreaming results in the arousal andstimulation of latent (hidden/concealed)

needs in which they imagine themselves inall sorts of desirable situations.

3. Cognitive arousalsometimes random

thoughts can lead to a cognitiveawareness of needs.


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4. Environmental (or situational) arousal

the set of needs an individual experiences at aparticular time are often activated by specific

cues in the environment.For example The need for food can bearoused by:

- 6 o'clock news

- smell of bakery goods- fast-food commercials on the TV

- arrival of people back from work.


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Types and systems of Needs

Dr. Abraham Maslow, a clinical psychologist,formulated a widely accepted theory of humanmotivation based on the notion of a universalhierarchy of human needs.

He identified five basic levels of needs whichrank in order of importance from lower levelneeds to higher level needs.

The theory postulate that individuals seek tosatisfy lower level needs before higher levelneeds emerge.


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Maslows Hierarchy of Needs

Maslows Hierarchy of Needs


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Hierarchy of Needs Theorycontd

Physiological Needs (first need) - Our first

need is the need for survival, so we concentrateon basic physiological needs, such as food,water , and shelter until needs are covered.

Safety Needs (Second need) - which pertainto the desire to feel safe, secure and free fromthreat to our existence. Once we feel reasonablysafe and secure, we turn our attention to

relationships with others to fulfill the next needs.Belongingness Needs ( third need) - which

involve the desire to affiliate with and beaccepted by others. With support from lovedones, we focus on the next level of needs.


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Hierarchy of Needs Theorycontd

Esteem Needs (fourth need) - which relate tothe twopronged desire to have a positive self-image and our contributions valued andappreciated. Finally we reach the highest level.

Self - Actualization Needs ( fifth need )which

relate to the developing of our capabilities andreaching our full potential.- Here we concern ourselves with matters suchas testing our creativity, seeing our ideastranslated into reality, pursuing new knowledge,and developing our talents in new directions.

- Needs at this level are never completely fulfilled, because as we work to develop, our potentialand our needs for self-actualization grows

stronger.


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A Trio of Needs

Some psychologists believe in theexistence of a trio of basic needs:

1. needs for power

2. needs for affiliation3. needs for achievement

These needs can be subsumed within

Maslow's need hierarchy, should they beconsidered individually each has a uniquerelevance to consumer motivations


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A Trio of Needs

Power - relates to individual desire to control hisor her environment. The need appears to beclosely related to the ego need.

Affiliation needs that strongly influenced by the

desire for friendship, for acceptance, and forbelonging. Achievementis closely related to both the

egoistic need and the self-actualization need

people with the high need for achievement tendto more self-confident , enjoy taking calculatedrisks, an active researcher and value feedback.


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Motivational Research

Motivational Research include all types ofresearch of human motives including:feelings,attitudes,and emotionsincluding

products, services or brand use.


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Qualitative Research Techniques Used inMotivational Research

There are a number of qualitative researchtechniques that are used to delve into theconsumers unconscious or hidden motivationssuch as :

Metaphor Analysis is the study of emotionse.g a study of women's emotions on thepantyhose revealed that women evoked feelingsof sensuality and being sexy and attractive tomen.- The implications of the findings- that pantyhoseads must appeal less to womens executivepersonas and more to their sensual feelings.


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Qualitative Research Techniques Used inMotivational Researchcontd

Storytelling The method consists of havingcustomers tell real-life stories regarding their useof product under study.

For example A person who is afraid to fly may

feel embarrassed to elaborate on the reasonsfor that fear when asked directly.- However, when asked to describe the reasonswhy, an individual would be likely to ascribe their

own fears to another person.- In doing so they project their ownapprehensions and anxieties regarding flyinginto this third person.


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Word Association and SentenceCompletion in the word associationmethod, respondents are presented with

words, one at time , and asked to say thefirst word that comes to mind. This methodis highly useful in determining consumers

associations with existing brand namesand those under development.


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Thematic Appreciation Test (developed byHenry A Murray) this test consists of showingpicture to individuals respondents and askingthem to tell a story about each picture.

For example The advertising depicted a ateenage male walking briskly down the streetspotting a pimple on his face in a store window.All motion around him stops. He appliesClearasil, the pimples disappears and liferesumes its pace.

The researchers discovered that teenagers viewtheir lives as fast paced and socially active.


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Drawing pictures and Photo SortsVisualimages are often used to study consumerperceptions of various brands and to developnew advertising strategies .

For example when respondents were asked todraw pictures of the typical Pillsbury cake- mixuser, their drawings depicted old fashioned,chubby females wearing frilly aprons.

When asked to draw pictures of the DuncanHines cake-mix user, their drawings showedslim, with it woman wearing heels and miniskirts.


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Drawing pictures and Photo Sorts contd

This findings provided important input toPillsbury concerning the need to repositionits product.


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Evaluation of Motivational Research

Despite its criticisms, motivational research isstill regarded as an important tool by marketerswho want to gain deeper insights into the whys

of consumers behavior.With all the qualitative research techniques,

motivational research findings provide consumerresearchers with basic insights that enable them

to design structured , quantitative marketingresearch studies to be conducted on larger,more representative samples of consumers.


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Ethics and Consumer Motivation

While some critics accuse marketers ofcreating needs ofmanipulatingconsumers into buying goods they do not

need, most people agree that marketerscannot create needs; however they canawaken latent (hidden) needs and

encourage consumers to engage in awholesome behaviors.


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Ethics and Consumer Motivationcontd

Marketers may not be able to sell consumers things theydo not truly need, advertising often motivates consumersto buy and consume large amounts of certain products.

Children are not the only vulnerable population.

Teenagers and college students are often provided withtoo much easy credit, which puts them into financialdifficulties for years.

Some insurance companies have been accused of usingretired military officers to aggressively market life

insurance, high cost loans, and other financial productsto young recruits and junior officers on military bases.


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We live in a complex, technologically advanced andcompetitive society where some offerings that areavailable , such as alcohol, tobacco, gambling, hurtconsumers and ruin lives.

Aggressive advertising can increase the level of demandof some products , sometimes in a manner that isdetrimental to the well-being of the consumers targetedand to society.

The ethical issues regarding motivation and

consumption behavior are focused on the promotion bysome marketers of undesirable behaviors e.g. smoking,drinking, gambling, compulsive buying and the targetingof vulnerable populations.


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However, when undesirableconsequences affect large numbers ofconsumers, societal forces put pressure

on the marketers responsible andpersuade them (or require them) to curtailor eliminate these unethical marketing

practices.


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Topic 4 Consumer Motivation

topic 4 -consumer motivation

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