CONSUMER AS AN INDIVIDUAL

NEEDS AND MOTIVATION

 CONSUMER NEEDS ARE THE
BASICS OF MODERN MARKETING
THE SURVIVAL, PROFITABILITY
AND GROWTH OF A COMPANY IN A
HIGHLY COMPETITIVE
ENVIRONMENT IS DEPENDING ON
ITS ABILITY TO IDENTIFY AND
SATISFY UNFULFILLED NEEDS
BETTER/SOONER THAN
COMPETITION.
 NEEDS AND MOTIVATION
Marketing orientation focuses on the
needs of the customers
Production orientation focuses on the
need of the seller
(Charles Revson of Revlon Cosmetics
introduced Nail Polish as a fashion
item)
 NEEDS AND MOTIVATION
MOTIVATION

MOTIVATION IS THE DRIVING

FORCE WITHIN INDIVIDUALS
THAT IMPELS THEM TO ACTION.
UNFULFILLED NEED OF AN
INDIVIDUAL CREATES A STATE OF
TENSION IN THEM AND THIS
TENSION CREATES A DRIVING
FORCE IN THEM
 NEEDS AND MOTIVATION
MOTIVATION AS A STATE OF NEED INDUCED
TENSION THAT DRIVES THE INDIVIDUAL TO
ENGAGE IN BEHAVIOUR THAT HE/SHE
BELIEVES WILL SATISFY THE NEEDS AND
THIS REDUCES TENSION.
MARKETERS ARE CONSIDERING
MOTIVATION AS THE FORCE THAT
INDUCES CONSUMPTION AND
THROUGH CONSUMPTION
EXPERIENCES THE PROCESS OF
CONSUMER LEARNING
 NEEDS AND MOTIVATION
NEEDS

TWO TYPES
INNATE NEEDS –PHYSIOLOGICAL OR PRIMARY
NEEDS

ACQUIRED NEEDS – THAT WE LEARN IN

RESPONSE TO OUR CULTURE/ENVIRONMENT
PSYCHOLOGICAL ARE SECONDARY NEEDS
 NEEDS AND MOTIVATION
 POSITIVE AND NEGATIVE MOTIVATION

 POSITIVE DRIVES ARE NEEDS ,WANTS AND

DESIRES

 NEGATIVE DRIVES ARE FEARS AND AVERSIONS

 +VE DRIVES MAY LEAD TO GOALS THAT CAN BE –
VE/+VE
 A +VE GOAL IS ONE TOWARD WHICH BHAVIOUR IS
DIRECTED- APPROACH OBJECT
 A –VE GOAL IS ONE FROM WHICH BEHAVIOUR IS
DIRECTED AWAY – AVOIDANCE OBJECT
 RATIONAL AND EMOTIONAL MOTIVE
RATIONALITY – ECONOMIC/CAREFULLY
CONSIDERING ALL
ALTERNATIVES AND
CHOOSING THAT GIVE THEM
UTILITTY.

• EMOTIONAL – THE SELECTION OF GOALS

ACCORDING TO PERSONAL/
SUBJECTIVE CRITERIA
 DYNAMICS OF MOTIVATION
Motivation is highly dynamic,
changing constantly in reaction to
life experiences
Needs and goals change and grow in
response to an individual’s physical
condition, environment, interaction
with others and experiences.
As individual attain goals, they
develop new ones
 DYNAMICS OF MOTIVATION
Many needs are never fully satisfied, they
continually impel action designed to
attain/maintain satisfaction.
As needs become satisfied new and
higher-order needs emerge.
People who achieve their goals set new
and higher goals for themselves
 DYNAMICS OF MOTIVATION

PREVIOUS
LEARNING

GOAL/
UNFULF BEHA
TEN DRIVE NEED
ILLED VIOUR
SION FULFIL
NEEDS MENT
COGNITIVE
PROCESS
TENSION
REDUCTION
 AROUSAL OF MOTIVES
Physiological Needs- bodily needs
arouse based on a persons Physiological
Condition.
Emotional Arousal – day dreaming
result in arousal of needs.
Cognitive Arousal – Random thoughts
can lead to Cognitive awareness of needs.
Environmental (situational ) Arousal
– activated by specific cues in the
environment
 TYPES OF NEEDS
MASLOW’S HIERARCHY
OF NEEDS

SELF-ACTUALIZATION

ESTEEM NEEDS
SOCIAL NEEDS
SECURITY NEEDS
PHYSIOLOGICAL
NEEDS
 PERSONALITY
Those inner Psychological characteristics
that both determine and reflect how a
person responds to his/her environment.

NATURE
PERSONALITY REFLECTS INDIVIDUAL
DIFFERENCES
PERSONALITY IS CONSISTENT AND
ENDURING
PERSONALITY CAN CHANGE
 PERSONALITY THEORIES
THREE MAJOR THEORIES

 1. FREUDIAN THEORY

 2. NEO FREUDIAN
THEORY

 3. TRAIT THEORY
 FREUDIAN THEORY
Also known as Psychoanalytic theory
 unconscious needs and drives are at human
motivation
Three levels of our mind
Id –primitive/impulsive drives; working on
Pleasure Principle
Ego – is the individuals conscious self; working
on Reality Principle
Super ego – internal expression of society’s moral
and ethical code of conduct; the person’s
conscience
 NEO-FREUDIAN THEORY
KAREN HORNEY
PROPOSED THREE PERSONALITY GROUPS

COMPLIANT – PEOPLE MOVING

TOWARDS OTHERS
AGGRESSIVE - PEOPLE MOVING
AGAINST OTHERS
DETACHED - PEOPLE MOVING AWAY
FROM OTHERS
 NEO-FREUDIAN THEORY
CARL JUNG
HE DEVELOPED HIS OWN METHOD OF
PSYCHOTHERAPY CALLED
ANALYTICAL PSYCHOLOGY
COLLECTIVE UNCONSCIOUS - A STORE
HOUSE OF MEMORIES WE INHERIT
FROM ANSCESTORS. OR THE
CUMULATIVE EXPERIENCES OF PAST
GENERATION SHAPE US
 TRAIT THEORY
CONSUMER INNOVATIVENESS – LIKES TO TRY
NEW THINGS.
CONSUMER MATERIALISM – WORLDLY
POSSESSIONS
CONSUMER ETHNOCENTRISM – ACCEPT/REJECT
FOREIGN PRODUCT
SELF-CONCIOUSNESS – THE DEGREE TO WHICH
HE DELIBERATELY MONITORS AND CONTROLS THE
IMAGE OF SELF.
NEED FOR COGNITION –HE LIKES TO THINK
ABOUT THINGS
FRUGALITY – DENY SHORT TERM PURCHASING
WHIMS
 PERSONALITY AND CONSUMER
DIVERSIONS
CONSUMER INNOVATORS – OPEN TONEW
IDEAS AND LIKES TO TRY NEW PRODUCT
GENERAL INNOVATIVENESS
DOMAIN SPECIFIC INNOVATION (PRODUCT
SPECIFIC)
CONSUMER NON-INNOVATORS –
DOGMATISM (RIGIDITY) – HIGHLY DOGMATIC
(CLOSE MINDED) AND
 LOW DOGMATIC (OPEN MINDED)
PERSONALITY AND CONSUMER DIVERSIONS

SOCIAL CHARACTER- INNER-

DIRECTEDNESS TO OTHER
DIRECTEDNESS.
INNER-DIRECTED – RELY ON THEIR
INNER VALUES/ STANDARDS IN
EVALUATING NEW PRODUCTS.
OTHER DIRECTED – LOOK FOR
GUIDANCE THEY ARE LESS LIKELY TO
BE INNOVATORS
PERSONALITY AND CONSUMER DIVERSIONS
NEED FORUNIQUENESS – SEEK TO BE UNIQUE
OPTIMUM STIMULATION LEVEL –
SIMPLE,CALM EXISTENCE, NOVEL,COMPLEX,
UNIVERSAL EXPERIENCE
GREATER WILLINGNESS FOR HIGH RISK TAKING,
TRY NEW PRODUCTS,INNOVATIVE.
SENSATION SEEKING- SEEK FOR VARIED, NOVEL,
COMPLEX SENSATIONS AND EXPERIENCES
WILLING TO TAKE PHYSICAL/SOCIAL RISKS FOR
THE SAKE OF SUCH EXPERIENCE
 PERSONALITY AND CONSUMER DIVERSIONS
VARIETY-NOVELTY SEEKING
EXPLORATORY PURCHASE BEHAVIOUR
Switching brands to experience new, different and better
alternatives.

VICARIOUS EXPLORATION - Information about

new/different alternative and a daydreaming about that

INNOVATIVENESS – Using already adopted product

in a new/novel way
PERSONALITY AND CONSUMER DIVERSIONS
SELF CONCEPT

ACTUAL SELF – HOW THEY SEE

THEMSELVES
IDEAL SELF – HOW THEY WOULD
LIKE TO BE
SOICIAL SELF – HOW OTHERS SEE
THEM
IDEAL SOCIAL SELF – HOW
CONSUMERS WOULD LIKE OTHERS TO
SEE THEM
 CONSUMER PERCEPTION
SENSATION
SENSORY ADAPTATION
PERCEPTUAL SELECTION
NATURE OF STIMULUS
EXPECTATIONS
CONSUMER IMAGERY
 CONSUMER PERCEPTION
PRODUCT POSITIONING
THE IMAGE THAT A PRODUCT CREATED IN CONSUMER’S
MIND
DIFFERENTIATING THE OFFERING ON THE BASIS OF
PRODUCT BENEFITS
POSITIONING IS IMPORTANTIN SEGMENTATION,SELECTION
OF TARGET MARKET,etc.
POSITIONING CONVEYS THE CONCEPT OR MEANING OF THE
PRODUCT/SERVICE IN TERMS OF CONSUMER NEEDS
UMBRELLA POSITIONING-OVERALL IMAGE OF THE COMPANY
POSITIONING AGAINST COMPETITION- COMPARING WITH
COMPETITORS PRODUCTS
POSITIONING BASED ON A SPECIFIC BENEFIT – CORE
BENEFIT OR CORE COMPETENCY
 CONSUMER PERCEPTION

Price perception
Country of origin
Corporate image
 BEHAVIOURAL LEARNING THEORIES

CLASSICAL CONDITIONING
 DEVLOPED BY IVAN PAVLOV,RUSSIAN SCIENTIST


BEFORE CONDITIONING
US (Meat) UR(Salivation)
NEUTRAL STIMULUS (Bell) No Response
DURING CONDITIONING
CS (Bell) UR (Salivation)
US (Meat)
AFTER CONDITIONING
CS(Bell) CR(Salivation)
 BEHAVIOURAL LEARNING THEORIES

OPERANT CONDITIONING (B F SKINNER)

ANTECEDENTS

CONSEQUE
NCES BEHAVIOUR
 BEHAVIOURAL LEARNING THEORIES

SOCIAL LEARNING THEORY

OBSERVATIONAL LEARNING
GABRIEL TARDE
PROCESS
ATTENTION
RETENTION
MOTOR REPRODUCTION
REINFORCEMENT
BRAND PERSONALITY