Chapter 4 Consumer needs and motivation.pptx - MKT202 CONSUMER NEEDS AND MOTIVATION CHAPTER 4 Faculty of Business Information Science WHAT IS MOTIVATION

Chapter 4 Consumer needs and motivation.pptx - MKT202...

This preview shows page 1 - 9 out of 27 pages.

Faculty of Business Information Science CONSUMER NEEDS AND MOTIVATION CHAPTER 4 . MKT202
Image of page 1
Faculty of Business Information Science WHAT IS MOTIVATION? Motivation is defined as the forces acting upon or within a person that cause that person to expend effort to behave in a specific, goal directed manner.
Image of page 2
Faculty of Business Information Science CONSUMER MOTIVATION Represents the drive to satisfy both physiological and psychological needs through product purchase and consumption Gives insights into why people buy certain products Stems from consumer needs: industries have been built around basic human needs Consumer Motivation I Prof. Abhipsa Mishra
Image of page 3
Faculty of Business Information Science 3-4 THE DYNAMIC NATURE OF MOTIVATION Needs are never fully satisfied New needs emerge as old needs are satisfied A given need may lead totally different goals Consumers are more aware of their goals than their needs Consumers have Multiplicity and Selection of Goals Past experiences (success/failure) influence goals
Image of page 4
Faculty of Business Information Science COMPONENTS OF MOTIVATION Motivation Needs Goals Consumer Motivation I Prof. Abhipsa Mishra
Image of page 5
Faculty of Business Information Science COMPONENTS OF MOTIVATION 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. Eg. Need for food Needs Every individual has needs, they are innate and acquired. Consumer Motivation I Prof. Abhipsa Mishra
Image of page 6
Faculty of Business Information Science 3-7 TYPES OF NEEDS Innate Needs Physiological (or biogenic ) needs that are considered primary needs or motives Acquired needs Generally psychological (or psychogenic ) needs that are considered secondary needs or motives
Image of page 7
Faculty of Business Information Science COMPONENTS OF MOTIVATION Goals are the end result of motivated behavior. Types of Goals (a) Generic goals are general categories of goals that consumers see as a way to fulfill their needs (b)Product-specific goals are specifically branded products or services that consumers select as their goals (c) Brand specific goals: For example, which soap – Lux, Pears etc., to be purchased.
Image of page 8
Image of page 9

You've reached the end of your free preview.

Want to read all 27 pages?

  • Spring '16
  • kamal

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern

Stuck? We have tutors online 24/7 who can help you get unstuck.
A+ icon
Ask Expert Tutors You can ask You can ask You can ask (will expire )
Answers in as fast as 15 minutes
A+ icon
Ask Expert Tutors