Consumer Motivation - BMM
Consumer Motivation - BMM
Consumer Motivation - BMM
M O TIV ATIO N
Consum er Behavior
Types ofconsum er
Personal consumer Buys products
Consum er N eeds
Companies need to identify and
IN D U STRY GYAAN
Charles Revson Builder of Revlon
Consum er M otivation
Motivation it is that driving force within
unfulfilled need
IN D U STRY GYAAN
Kishore Biyani he wanted to market ready
G oals
The sought-after results of motivated
behavior
depend on their:
Personal experiences
Physical capacity
Prevailing cultural norms and values
Goals accessibility in the physical
and social environment
M O TIVATIO N
Positive
satisfied
People who achieve their goals set new
and higher goals for themselves
IN D U STRY GYAAN
General mills launched packaged cake mix
Substitute G oals
Are used when a consumer cannot
Frustration
Failure to achieve a goal may result in
frustration.
ArousalofM otives
Physiological arousal
Emotional arousal
Cognitive arousal
environment
Affiliation - need for friendship,
acceptance, and belonging
Achievement need or personal
accomplishment closely related to
egoistic and self actualization needs
To w hich
ofthe
trio of
needs
does
this ad
appeal?