Consumer Needs and Motivation

CONSUMER NEEDS AND
Consumer Motivation
MOTIVATION
Needs and Motivation
• Needsare the essence of the
marketing concept.
• Motivation is the driving force within
individuals that impels them to
action.
•
Copyright 2007 by Prentice Hall

Consumer Motivation
• Represents the drive to satisfy both
psychological and physiological
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.
Types of Consumer Needs
• Physiological needs-
 Fundamental human needs,
including food, water and shelter
• Safety and Health needs-
 Threats to our safety and health
motive purchases for personal
security and protection.

• Safety and Health needs
 Protecting our personal information
and computers represents new types
of safety needs.
 Businesses provide a variety of
products and services to appeal to
safety and health conscious
consumers.
Safety and Health Needs
Types of Consumer needs
• Need for love and companionship-
 Humans are social creatures who
need to experience and express love
and companionship.

• Need for love and companionship
 Services and products help
individuals find and attract others
 products are often used as symbols
of love and caring
Love and Companionship
Social Image Needs
• need for pleasure
 products, services and
consumption activities provide fun
and excitement.
Consumers’ Need for Pleasure
© SETH WENIG/Reuters/Landow
• need to possess
 Consumers often acquire products
simply because of their need to own
such products such as collectors.
Consumers’ Need to Possess
• need for variety
 marketers may introduce different
versions of original brands.
 variety may become focus of
product positioning.
Motivational conflicts and need
priorities
• satisfying a need often comes at the
expense of another need- this
causes motivational conflicts.

Types of motivational
conflicts
• Approach-approach: deciding
between two or more desirable
options.
• Avoidance-avoidance: deciding
between two or more undesirable
options.
• Approach-avoidance: behavior has
both positive and negative
consequences.
priorities
• resolving motivational conflicts
requires prioritizing needs.
• Maslow’s hierarchy:
 some needs take precedence over
other needs- physiological needs
take top priorities.
 Differences in the importance
attached to various needs affects
how consumers evaluate products.
priorities
• Because of consumers' different
motivational priorities, companies
use benefit segmentation: dividing
consumers into different market
segments based on the benefits
they seek from purchase and
consumption.
Maslow’s Hierarchy of Needs
Figure 4.10
webli
nk
Figure 4.1 Model of the Motivation
Process
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
Figure 4-2a
Goals Structure for Weight Control
The Selection of Goals
• The goals selected by an individual
depend on their:
– Personal experiences
– Physical capacity
– Prevailing cultural norms and values
– Goal’s accessibility in the physical
and social environment
Motivations and Goals
 Positive  Negative
• Motivation • Motivation
– A driving force  A driving force
toward some away from some

object or object or
condition condition
• Approach Goal • Avoidance Goal
– A positive goal – A negative goal
toward which from which
behavior is behavior is
directed directed away
Rational versus Emotional
Motives
• Rationality implies that consumers
select goals based on totally
objective criteria such as size,
weight, price, or miles per gallon
• Emotional motives imply the
selection of goals according to
personal or subjective criteria
The Dynamic Nature 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
Substitute Goals
• Are used when a consumer cannot
attain a specific goal he/she
anticipates will satisfy a need
• The substitute goal will dispel tension
• Substitute goals may actually replace
the primary goal over time
Frustration
• Failure to achieve a goal may result
in frustration.
• Some adapt; others adopt defense
mechanisms to protect their ego.
•
Arousal of Motives
• Physiological arousal
• Emotional arousal
• Cognitive arousal
• Environmental arousal
Philosophies Concerned with
Arousal of Motives
• Behaviorist School
– Behavior is response to stimulus
– Elements of conscious thoughts are to be
ignored
– Consumer does not act, but reacts
• Cognitive School
– Behavior is directed at goal achievement
– Needs and past experiences are reasoned,
categorized, and transformed into
attitudes and beliefs
Table 4 . 3
Murray ’ s List of Psychogenic Needs
Needs Associated with Inanimate Objects:

Acquisition, Conservancy, Order, Retention, Construction
Needs Reflecting Ambition, Power,

Accomplishment, and Prestige:
Superiority, Achievement, Recognition, Exhibition, Infavoidance
Needs Connected with Human Power:

Dominance, Deferrence, Similance, Autonomy, Contrariance
Table 4 . 3 ( con ’ t )
Murray ’ s List of Psychogenic Needs
Sado - Masochistic Needs :

Aggression, Abasement
Needs Concerned with Affection between

People :
Affiliation, Rejection, Nurturance, Succorance, Play
Needs Concerned with Social Intercourse :

Cognizance, Exposition
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reflects
a need for
accomplishmen
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with a
toothpaste .
A Trio of Needs
• Power
– individual’s desire to control
environment
• Affiliation
– need for friendship, acceptance, and
belonging
• Achievement
– need for personal accomplishment
– closely related to egoistic and self-
actualization needs
•
Motivational Research
• Qualitative research designed to
uncover consumers’ subconscious
or hidden motivations
• Attempts to discover underlying
feelings, attitudes, and emotions
Motivating with Money

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CONSUMER NEEDS AND

Copyright 2007 by Prentice Hall

toward some away from some

Needs Associated with Inanimate Objects:

Needs Reflecting Ambition, Power,

Needs Connected with Human Power:

Sado - Masochistic Needs :

Needs Concerned with Affection between

Needs Concerned with Social Intercourse :

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