AN ASSIGNMENT

ON
CONSUMER MOTIVATION AND PERSONALITY
Course Name: Consumer Behavior
Course Code: MKT-415

Submitted to,
Shah Alam Kabir Pramanik
Assistant Professor,
Department of Marketing
Islamic University, Bangladesh

Submitted by,
Group No:00
Session: 2016-17 (2nd Batch)
Department of Marketing
Islamic University,
Bangladesh

Date of submission:16.07.2020
 Group No:01
Group members
NAME ROLL GMAIL

Md. Jalal Uddin 1625010 jalalanikmd@gmail.com

Sujun Ali 1625020 Sujun1617@gmail.com

Riazul Karim 1625030 Hreaz717@gmail.com

Md. Sohel Rana 1625040 sohelrana1625040@gmail.com

Sabu Hossain 1625050 sabuhossain97@gmail.com

Shrabony Khatun 1625070 shrabonysathi0716@gmail.com

Umme Salma 1625080 umme.megh@gmail.com

 Motivation
Motivation is the word derived from the word ’motive’ which means needs, desires,
wants or drives within the individuals. It is the process of stimulating people to
actions to accomplish the goals. It is also an important factor which encourages
persons to give their best performance and help in reaching enterprise-goal.

Consumer Motivation

Consumer motivation is an internal state that drives people to identify and buy
products or services that fulfill conscious and unconscious needs or desires. The
fulfillment of those needs can then motivate them to make a repeat purchase or to
find different goods and services to better fulfill those needs. Consumer motivation
is the biological, emotional, rational, and/or social force that activates and directs
behavior.

Forces motivate consumers to buy :

> Biological :
The most basic motivation
These are related to the human need for survival.
> Emotional :
Love, sympathy, joy, comfort, anger, fear, affection motivate the consumers to do
things that are pleasurable or that protect them.
> Rational :
When the consumer considers convenience, cost savings, safety, warranties, ease
of purchase etc. then the consumer will be motivated to buy the goods/services.
> Social :
Peer pressure, parents and guardians can be a strong motivator. Celebrities can
also be.
Needs and Motivation

>Need
Needs are the essential things to fulfill the states of deprivation for our survival.
Needs can be basically divided into Physical Needs, Social Needs, and Individual
Need.

> Motivation
The desire to fulfill a need is what drives human beings to take action; motivation
is the energy of that desire.
The desire to fulfill a need (whether conscious or unconsciousness) is what drives
human beings to take action and make choices. Motivation is the energy of that
desire.

Types of Needs

1.Innate Needs:
Innate needs are those an individual is born with. They are Physiological (biogenic)
in nature; they include all factors required to sustain physical life (e.g. food,
water, shelter, clothing, sex, physical safety etc.,).

2.Acquired Needs:
Acquired needs those an individual develops after birth are primarily psychological
(psychogenic). They include love, acceptance, esteem, and self-fulfillment.

Need Arousal:

Need arousal is a method used in advertising which plays on a desire or

requirement of the target to try and sell the product to them, for example they
require security, therefore they should purchase an alarm.

NEED AROUSAL: "In some marketing, companies will use an individual need for
arousal to entice them to purchase an item. “It is also motivational technique,
used primarily by advertisers, in which a consumer is induced to feel that he or she
needs a particular product because it represents some sought-after quality such as
status, health, beauty, or security. Perception of a need for a product is the first
stage of buying behavior.
Model of Motivation Process
The motivation process progresses through a series of discrete steps. Needs or
motives are the starting point of motivation.
An unsatisfied need creates tension that stimulates drives within the individual.
These drives generate a search behavior to achieve particular goals that will satisfy
the need and lead to a reduction of tension.
The action taken by the individual will lead to the reward or goal which satisfies the
need and reduces tension.
No matter which theory of motivation the manager is following, the process is always
similar.

Steps of motivation process explained below;

1. Identify Unsatisfied Needs, wants and desires

The first process of motivation involves unsatisfied needs, wants and desire.
Unsatisfied needs activated by internal stimuli such as hunger and thirst.
They can also be activated by external stimuli such as advertisement and window
display.

2.Tension
Unsatisfied needs to create tension in the individual. Such tension can be physical,
psychological, and sociological. In this situation, people try to develop objects that
will satisfy their needs.
3. Drive
The tension create drives and attitude regarding the types of satisfaction that are
desired. The ultimately drive to evaluate of the alternative and choose the best
alternative among all. When the people choose the best alternative an action is
taken.

4. Behavior
Behavior are also affected to the motivation process. Which types of needs, want
and desires that are affect on the person by person. Every person behavior is not
same. Behavior affect to the previous learning and cognitive process. A person needs
their previous learning and which are need to the future. So, behavior is also
affected to the motivation process.

5.Goal and needs fulfilment.

Action to satisfy needs and motives accomplishes goals. It can be achieved through
reward and punishment. When actions are carried out as per the tensions, then
people are rewarded others are punished. Ultimately goals are accomplished.

6.Tension deduction
When the needs and goal are fulfillment that time the tension are deduce. Because
what is ours need, want and desire. That are fulfillment. so the are no tension of
these needs, want and desire.
But when one needs, wants, and desires fulfilled that time other needs, wants and
desires are come to our mind. So, it the continue process of the human being.

The dynamic nature of motivation:

Motivation is the process that initiates, guides, and maintains goal-oriented
behaviors. Motivation involves the biological, emotional, social, and cognitive forces
that activate behavior. In everyday usage, the term "motivation" is frequently used
to describe why a person does something.

1.Needs are never fully satisfied:

All of the needs are not satisfied because needs are changed by the people,
environment, consumer, organization etc. When the company motive to desire needs
that time, they target more than their needs. Some of the fault are happen in our
daily reason for that reason the need are never fully satisfied.

2.New needs emerge as old needs are satisfied:

Needs are changed to situation by situation. When some of the needs are fulfillment
that other needs are coming. People target their needs and working to fulfillment
these needs. When these needs are not fulfilled that time they search the problem
and solve these problem. Then fulfilled their needs. After the time some of needs
are coming. So it continuous process on human being.

3.People achieve their goals set new and higher goal for themselves:
Every people is set their own goals that are new. People are trying to achieve their
goal. When they achieve these goals that time they face some problems. Which
problem are facing, they identify these and solve these. When they achieved higher
goals of their own targeted goals

4.Consumer usually have multiple motive for particular behavior:

Different people have different behavior and motive. Motive are affect to the
behavior.. Difficult customer have different motive but the company want to needs
the consumer motive. When the company choose the consumer motive and the try
to achieve these motive. That time the company achieved their goal. So every
company want to needs different consumer behavior. Particular people have
particular behavior. The are affect to the motivation.

5.A given needs may leads different goal:

Needs are same but their goal are not same. One needs are leads to the different
goal of the people. These goals depend on the people desire. Simply, I need food in
a year to serve the company people. So I should want to target to get these food
items. That time the goals are different though our need to food.
It also affects to the motivations.
All of the point that modified on the dynamic of motivations.

GOAL:
Goals are the sought -after results of motivated behavior.
All behavior is goal oriented. Goals are the sought-after results of motivated
behavior. The form or direction that behavior takes—the goal that is selected—is a
result of thinking processes (cognition) and previous learning (e.g., experience).

GOALS TYPES:
There are two types of goals:
1.generic goals
A generic goal is a general category of goal that may fulfill a certain need;
Generic Goals include general classes or categories of goals that consumers see
as means to fulfill their needs.
Example: If a student wants a good degree in MBA, It’s a generic goal.

2. product specific goals.

A product-specific goal is a specifically branded or labeled product that the
individual sees as a way to fulfill a need. Product-specific needs are sometimes
referred to as wants.
For any innate or acquired need, there are many different and appropriate goals.
The specific goal selected depends on the individual’s experiences, physical
capacity, prevailing cultural norms and values, and the goal’s accessibility in the
physical and social environment.
Example: If a student wants a good degree of MBA in Marketing from IBA, It’s a
product specific goal.

 Marketers are particularly concerned with product-specific goals, that is, the
specifically branded products and services that consumer select for goal
fulfillment.
 Individuals set goals on the basis of their personal values and they select means
(or behaviors) that they believe will help them achieve their desired goals.

G0AL SETTING AND STRUCTURE

Goals might be latent in the cognitive‐affective system of the consumer, it might be
“sold” to a consumer by persuasion of advertising or peers or it might be constructed
by the consumer in the decision‐making situation .Therefore a goal setting, or goal
establishment involves a decision making process in which the task of the consumer
is to select goal content and develop its dimensions. It concerns the question of
“What are the goals I can pursue, and why do I want or not want to pursue them?”
In the generic level, a goal setting process may become active because of an external
stimulus that presents opportunities or imposes imperatives.
Internal conditions as a factor of goal setting. It concerns with such situations as
when the consumer constructs a goal schema or chooses from among self‐generated
alternatives. The hierarchy of needs demonstrates the influence of internal
conditions in goal setting. The deprivation of biological needs makes goals such as
the provision of food, rest and so on. The same mechanism explains goal setting
processes concerning the other levels of human needs.
The activation of a goal makes the discrepancy between the actual and the desired
states becomes more. Self‐discrepancies between an actual and a desired state
affect on the emotional state of the individual. For example, a discrepancy between
actual state and what people perceive as their obligations or responsibilities is
associated with the vulnerability to agitation‐related emotions, such as fear, worry,
and tensions. Naturally people strive to bring their current actual state into line with
related end state they value. Thus, the goal serves as a motivational factor in goal
pursuit.
Finally, consumer behaviors are volitional acts. These pertain to the processes of
consumer behavior through goal intention. “What is it for which I strive?” Goal
intentions can be characterized as either as specific acts as end performances (“I
intend to buy a Sony DVD player tonight”) or as particular outcomes to be achieved
through the execution of an instrumental act (“I intend to lose two kilograms”).
Volitional processes are also concerned with implementation intention, in which
some conditional intention is stated. That is, a consumer may intend to perform a
goal‐directed behavior (e.g., execute an instrumental act) given that future
contingencies occur. “I intend to do X when situation Y is encountered.”
Figure 1 also summarizes the goal pursuit behaviors, with feedback loops to goal
setting. In action planning, the consumer elaborates further on the deli‐barbative
volitional process. “How can I achieve my goal?” It concerns with when, where, how,
and how long should the consumer commit the act. The next stage of consumer goal
pursuit behavior is action initiation and control, in which the act of pursuing the goal
is evaluated and adjustment to the course of goal pursuit is made. The outcome of
the behavior is evaluated in the next stage, i.e., to what degree has the consumer
achieved or failed to achieve his or her goals. How the consumer feels as a
consequence of attainment or failure in the goal pursuit becomes the feedback
reaction to the further goal setting processes in similar situations.

Figure 1. Goal Structure (Bagozzi & Dholakia, 1999) for weight control
A central position in a hierarchical structure of motives in goal‐setting is focal goals,
which signify the question of, What is it for which I strive? A focal goal can be related
to reasons for acting and depicted through a three‐tiered hierarchy. Below the focal
goals are subordinate goals, or sometimes called as instrumental goals, which
constitute the means for achieving the focal goal and answering the question of,
How can I achieve that for which I strive? At the top of the hierarchy are
superordinate motives, which answer the question, Why do I want to achieve that
for which I strive? The relationship between superordinate and subordinate motives
with focal goals signifies that “a person’s focal goal in any situation is explained by
his or her superordinate motives and is achieved through implementation of
subordinate goals.” The simplified form of such schema is shown in the left-hand
side of Figure 2.
A hierarchical representation of goal schema may represent the means‐end
framework of consumer behavior. The right-hand side of Figure 2 illustrates the
mean send framework of hierarchical structure of goals in the context of the weight
loss. Notice that the focal goal, i.e., “weight lose”, is connected with two
subordinate goals or action goals. Likewise, three superordinate goals are connected
with the focal goal, namely Live longer and to increase or maintain self‐esteem.
General
Representation of
Self ‐ esteem
Goal Hierarchy

“Why do I want
Superordinate to achieve that
Look &
goals for which I Live Longer
strive?” feel good

Goal:
Focal “What is it for
Lose weight
goals which I strive?”

Subordinate “How can I

Boost
goals achieve that for Dieting confidence
which I strive?”

Figure 2. The three‐tiered goal hierarchy

 Figure3: Interconnected goals

Goal systems consist of mentally represented networks wherein goals may be

cognitively associated to their corresponding means of attainment and to alternative
goals as well. The associative network of the mental representation of goals means
that the activation of one goal may either activate or inhibit another goal. Two
properties of goal system can be derived, namely the structural and allocational
properties. In structural terms, functional relationships between goals might be
characterized as either facilitatory or inhibitory. Facilitatory pertains to the
activation of a goal thus facilitating the activation of another goal. In the
hierarchical schema, it appears in the vertical relationship. In contrast, inhibitory
relationship implies that the activation of one goal inhibits the other, as apparent
from the horizontal relationship between goals.
The Selection of Goals
1. Goal selection by individuals depends on:
a) Their personal experiences.
b) Physical capacity.
c) Prevailing cultural norms and values.
d) The goal’s accessibility in the physical and social environment.

2. Like needs, goals can be positive or negative.

3. A positive goal is one toward which behavior is directed; thus it is often

referred to as an approach object.

4. A negative goal is one from which behavior is directed away and is referred to as
an avoidance object.

5. Because both approach and avoidance goals are the results of motivated
behavior, most researchers refer to both simply as goals.

6. Many studies applied goal selection into consumption situations. 7. One study
found that approach-oriented and avoidance-oriented consumers are likely to
respond differently to promotional appeals.

8. Goals are also related to negative forms of consumption behavior.

9.An individual’s own perception of himself or herself also served to influence the
specific goals selected.

Substitute Goals
1. When an individual cannot attain a specific goal or type of goal that he or she
anticipates will satisfy certain needs, behavior may be directed to a substitute
goal.
2. Although the substitute goal may not be as satisfactory as the primary goal, it
may be sufficient to dispel uncomfortable tension.
3. Continued deprivation of a primary goal may result in the substitute goal
assuming primary goal status.
Interdependence of needs and goals
Needs and goals are inter related to each other. When needs come to mind that time
set the goal. Goals are happening by the basic need of human being. There are some
point to discuss that are related to the needs and goals.

1.Needs and goals are intercedence neither exist without other:

Every kind of people set their goals on their needs. When needs to mind that time
set the goals. Needs are not occurring without goals. Also goals are coming on the
needs. So we say that needs of goals are interdependence.

2.People are not aware of the need as they are of their goals:
When goals set to the mind that rime people are aware of the needs. Which are need
to fulfill the goals. When people are not aware of their need that time, they are
aware of the goals.so goals and need are interdependence.

3.Individuals are more aware of basic needs and goals:

Every individual people are more aware of their needs and goals. Because individual
man take care about their own needs. But when other people needs that the people
are not motive to other people.so every individual people are more aware of the
needs and their goals.
Above we say that needs of goals are interdependence.

The basic assumption about motivation:

1.The first assumption is that motivation is commonly assumed to be a desirable
phenomenon.

2. Second, motivation is just one of the several factors that goes into a person’s
performance, the others being ability, authority, resources, and physical working
conditions.

3. Third, managers and researchers alike assume that motivation is in short supply
and in need of periodic replenishment.

4. Fourth, motivation is a tool with which managers can arrange job relationships
in organizations.

Factors affecting employees’ morale usually include the leadership, the co-
workers, the nature of work, the work environment, the management body of the
organization and the nature of supervisors. Morale building could be effectively
achieved by planning and implementation of proper remuneration, perception of
job security, job enrichment, organization structure, grievance handling,
counseling and greater participation by employees in the management of their
organization

Emotional vs rational
When someone makes a final buying decision, they are influenced by one of two
types of triggers; these are rational buying motives and emotional buying motives.
There are a few differences between a rational motive and an emotional motive;
Rational motives are based mainly on objective criteria such as:
• Size
• Weight
• Price
• Profit
• Health
• Security

Whereas emotional motives ‘imply the selection of goods fitting to personal or

subjective criteria such as’:
• Pride
• Fear
• Desire for individuality
• Affection
• Status
• Vanity

Substitute goods
Substitute goods or substitutes are at least two products that could be used for the
same purpose by the same consumers.
If the price of one of the products rises or falls, then demand for the substitute
goods or substitute good (if there is just one other) is likely to increase or decline.
The other products – the substitutes – have a positive cross-elasticity of demand.
Substitute goods are identical, similar, or comparable to another product, in the
eyes of the consumer.
Products that can satisfy some of the same customer needs as each other. Butter
and margarine are classic examples of substitute goods.”
If someone doesn’t have access to a car they can travel by bus or bicycle. Buses or
bicycles, therefore, are substitute goods for cars. Substitute goods are two or more
products that the consumer can use for the same purpose.

Examples of substitute goods

Below is a list of some common substitute goods:
Coke & Pepsi
McDonald’s & Burger King
Colgate & Crest (toothpaste)
Tea & Coffee
Butter & Margarine
Kindle & Books Printed on Paper
Fanta & Crush
Potatoes in one Supermarket & Potatoes in another Supermarket.
McDonald’s and Burger King’s.

Defense mechanisms
Defense mechanisms are behaviors people use to separate themselves from
unpleasant events, actions, or thoughts. These psychological strategies may help
people put distance between themselves and threats or unwanted feelings, such as
guilt or shame.
The idea of defense mechanisms comes from psychoanalytic theory, a
psychological perspective of personality that sees personality as the interaction
between three components: id, ego, and super ego.
First proposed by Sigmund Freud, this theory has evolved over time and contends
that behaviors, like defense mechanisms, are not under a person’s conscious
control. In fact, most people do them without realizing the strategy they’re using.
Defense mechanisms are a normal, natural part of psychological development.
Identifying which type you, your loved ones, even your co-workers use can help
you in future conversations and encounters.
Denial
Denial is one of the most common defense mechanisms. It occurs when you refuse
to accept reality or facts. You block external events or circumstances from your
mind so that you don’t have to deal with the emotional impact. In other words,
you avoid the painful feelings or events.
This defense mechanism is one of the most widely known, too. The phrase,
“They’re in denial” is commonly understood to mean a person is avoiding reality
despite what may be obvious to people around them.

Repression
Unsavory thoughts, painful memories, or irrational beliefs can upset you. Instead
of facing them, you may unconsciously choose to hide them in hopes of forgetting
about them entirely.
That does not mean, however, that the memories disappear entirely. They may
influence behaviors, and they may impact future relationships. You just may not
realize the impact this defense mechanism is having.

Projection
Some thoughts or feelings you have about another person may make you
uncomfortable. If you project those feelings, you’re misattributing them to the
other person.
For example, you may dislike your new co-worker, but instead of accepting that,
you choose to tell yourself that they dislike you. You see in their actions the things
you wish you could do or say.

Displacement
You direct strong emotions and frustrations toward a person or object that doesn’t
feel threatening. This allows you to satisfy an impulse to react, but you don’t risk
significant consequences.
A good example of this defense mechanism is getting angry at your child or spouse
because you had a bad day at work. Neither of these people is the target of your
strong emotions, but reacting to them is likely less problematic than reacting to your
boss.

Rationalization
Some people may attempt to explain undesirable behaviors with their own set of
“facts.” This allows you to feel comfortable with the choice you made, even if you
know on another level it’s not right.
For example, people who might be angry at co-workers for not completing work on
time could be ignoring the fact that they’re typically late, too.
Sublimation
This type of defense mechanism is considered a positive strategy. That’s because
people who rely on it choose to redirect strong emotions or feelings into an object
or activity that is appropriate and safe.
For example, instead of lashing out at your employees, you choose to channel your
frustration into kickboxing or exercise. You could also funnel or redirect the feelings
into music, art, or sports.

Reaction formation
People who use this defense mechanism recognize how they feel, but they choose
to behave in the opposite manner of their instincts.
A person who reacts this way, for example, may feel they should not express
negative emotions, such as anger or frustration. They choose to instead react in an
overly positive way.

Compartmentalization
Separating your life into independent sectors may feel like a way to protect many
elements of it.
For example, when you choose to not discuss personal life issues at work, you block
off, or compartmentalize, that element of your life. This allows you to carry on
without facing the anxieties or challenges while you’re in that setting or mindset.

Intellectualization
When you’re hit with a trying situation, you may choose to remove all emotion
from your responses and instead focus on quantitative facts. You may see this
strategy in use when a person who is let go from a job choose to spend their days
creating spreadsheets of job opportunities and leads.

THEORIES OF MOTIVATION
Alderfer’s ERG theory of motivation builds on Maslow’s Hierarchy of Needs and
states that humans have three core types of need: Existence, Relatedness and
Growth. These needs may be of different levels of priority for different
individuals, and their relative importance for an individual may vary over time.
Alderfer's argues that there are three groups of core needs :
existence, relatedness and growth.

Existence Needs
These are constantly and pervasively important in the work setting.
Some of them are job security, suitable working conditions, reasonable working
hours, pay and fringe benefits.
Provides our basic material existence requirements
They include Maslow’s physiological and safety needs.

Relatedness Needs
These needs focus on how people relate to their social environment.
It involves the relationship with significant others—family, supervisors, co-workers,
subordinates, friends and so on.
The desire we have for maintaining important interpersonal relationships
These social and status desires require interaction with others.
They align with Maslow’s social need and the external component.

Growth Needs
These needs are those that compel a person to make creative or productive efforts
for him or herself.
The satisfaction of growth is what a person needs to experience in a sense of
completeness as a human being.
An intrinsic desire for personal development.
These include the intrinsic component from Maslow’s esteem category and the
characteristics included under self-actualization.
ERG theory holds that the fewer existence needs are satisfied the more they will
be desired, but the more existence needs are satisfied; the more relatedness
needs will be desired.
The fewer relatedness needs are satisfied, the more both existence and
relatedness needs will be desired, but the more relatedness needs are satisfied,
the more growth needs are desired.
In this way, Alderfer distinguishes between chronic needs which persist over a
period of time and the episode needs which are situational and can change
according to the environment.

Maslow's Hierarchy of Needs

Psychologist Abraham Maslow formulated a theory of human motivation based on
the notion that there is a hierarchy of human needs. Maslow's hierarchy of needs
consists of five levels of human needs, which rank in order of importance from
lower - level (biogenic) needs to higher - level (psychogenic) needs. The theory
states that individuals seek to satisfy lower-level needs before higher level needs.

These five levels of human needs are:

Physiological Needs:
Maslow maintained that physiological needs are the first and most basic level of
human needs These primary needs, which are required to sustain biological life,
include food, water, air, shelter, clothing and sex - all biogenic needs.
Maslow's theory suggests that if these fundamental needs are not satisfied the
one must surely be motivated to satisfy them.
Higher needs are not recognized until these 'basic' needs have been satisfied.

Safety Needs:
Once physiological needs have been met, attention and desire turns to safety and
security, in order to be free from the threat of psychological and physical harm.
Such needs may be fulfilled by :

* Living in a safe area

* Financial reserves

* Job security

* Good health

According to Maslow's theory, you can not move up the pyramid to the next stages
if you feel threatened. Once the threat has been addressed, one can then move up
the pyramid.

Social Needs :
The third level of Maslow's hierarchy consists of social needs, such as love,
affection, belonging and acceptance.

Esteem Needs:
Our esteem needs involve the desire to feel good about ourselves. According to
Maslow, esteem needs include two components. The first involves feeling self-
confidence and feeling good about oneself. The second component involves feeling
valued by others; that is, feeling that our achievements and contributions have been
recognized by other people. When people’s esteem needs are met, they feel
confident and see their contributions and achievements as valuable and important.
Self-Actualization
Self-actualization refers to feeling fulfilled, or feeling that we are living up to our
potential. One unique feature of self-actualization is that it looks different for
everyone. For one person, self-actualization might involve helping others; for
another person, it might involve achievements in an artistic or creative field.
Essentially, self-actualization means feeling that we are doing what we believe we
are meant to do. According to Maslow, achieving self-actualization is relatively rare,
and his examples of famous self-actualized individuals include Abraham
Lincoln, Albert Einstein, and Mother Teresa.

Murray's List of Psychogenic Needs

In 1938, Henry Murry prepared an extensive list of psychogenic needs focused on
nonbiological needs.

Ambition Needs
Ambition needs are related to the need for achievement and recognition. The need
for achievement is often expressed by succeeding, achieving goals, and overcoming
obstacles. The need for recognition is met by gaining social status and displaying
achievements. Sometimes the ambition needs even involve a need for exhibition,
or the desire to shock and thrill other people.

Materialistic Needs
The materialistic needs center on the acquisition, construction, order, and
retention. These needs often involve obtaining items, such as buying material
objects that we desire. In other instances, these needs compel us to create new
things. Obtaining and creating items are an important part of the materialistic
needs, but keeping objects and organizing them is also important.

Power Needs
The power needs tend to center on our own independence as well as our need to
control others. Murray believed that autonomy was a powerful need involving the
desire for independence and resistance. Other key power needs that he identified
include abasement (confessing and apologizing), aggression (attacking or ridiculing
others), blame avoidance (following the rules and avoiding blame), deference
(obeying and cooperating with others), and dominance (controlling others).

Affection Needs
The affection needs are centered on our desire to love and be loved. We have a
need for affiliation and seek out the company of other people. Nurturance, or
taking care of other people, is also important for psychological well-being. The
need for succorance involves being helped or protected by others. Murray also
suggested that play and having fun with other people was also a critical affection
need.
While most of the affection needs a center on building relationships and
connections, Murray also recognized that rejection could also be a need.
Sometimes, turning people away is an important part of maintaining mental
wellness. Unhealthy relationships can be a major detriment to an individual's well-
being, so sometimes knowing when to walk away can be important.

Information Needs
The information needs center around both gaining knowledge and sharing it with
others. According to Murray, people have an innate need to learn more about the
world around them. He referred to cognizance as the need to seek knowledge and
ask questions. In addition to gaining knowledge, he also believed that people have
a need for what he referred to as exposition, or the desire to share what they have
learned with other people.

Thorndike's Law of Effect:

The law of effect is a psychology principle advanced by Edward Thorndike in 1898

on the matter of behavioral conditioning (not then formulated as such) which states
that "responses that produce a satisfying effect in a particular situation become
more likely to occur again in that situation, and responses that produce a
discomforting effect become less likely to occur again in that situation.

Consumers are motivated to buy products that produce positive results (pleasure,
safety etc.) and consumers avoid buying things that produce negative results
(economic cost, emotional cost, inconvenience). Scilicet, if the product having
positive result consumers will try to buy it and if the product having negative result
consumers won’t buy it at all.
The modern version of the law of effect is conveyed by the notion of reinforcement
as it is found in operant conditioning. The essential idea is that behavior can be
modified by its consequences, as Thorndike found in his famous experiments with
hungry cats in puzzle boxes. The cat was placed in a box that could be opened if the
cat pressed a lever or pulled a loop. Thorndike noted the amount of time it took the
cat to free itself on successive trials in the box. He discovered that during the first
few trials the cat would respond in many ineffective ways, such as scratching at the
door or the ceiling, finally freeing itself with the press or pull by trial-and-error.
With each successive trial, it took the cat, on average, less and less time to escape.
Thus, in modern terminology, the correct response was reinforced by its
consequence, release from the box.

Trio of Needs:
1. Power:
Individual's desire to control environment.

2.Affiliation :
Need for friendship, acceptance and belonging.

3.Achievement:
Need for personal accomplishment, closely related to egoistic and self-
actualization needs.
THE MEASUREMENT OF MOTIVES
1. Motives are suppositional constructs — that is, they cannot be seen or touched,
handled, smelled, or otherwise tangibility accomplished. For this reason, no single
measurement method can be considered a unfailing index. Instead, researchers
usually rely on a combination of various qualitative research techniques to try to set
up the presence and the strength of various motives.
2.Some psychologists are concerned that most measurement techniques do not meet
the final test measure of validity and reliability. Projective techniques are often
very successful in identifying motives.
3. Qualitative research is widely used. The findings of qualitative research systems
are highly dependent on the analyst; they focus not only on the data themselves but
also on what the analyst thinks they indicate. Therefore, many consumer
behaviorists are unwilling to rely on one technique alone. Qualitive research
encouraging people to spread on their responses can open up new topic areas not
initially considered.
4. However some marketers are concerned that qualitative research does not
produce hard
numbers that objectively “prove” the point under research, others are convinced
that qualitative studies are more exposing than quantitative studies.

Motivational Research:
Motivational research is a type of marketing research that attempts to explain why
consumers behave as they do. Motivational research is most valuable when powerful
basic motives are suspected of apply influence upon consumer behavior. Products
and services that relate, to attraction of the opposite sex, to personal adornment,
to status or self-esteem, to power, to death, to fears, or to social taboos are all
likely candidates for motivational research.
The Major Techniques:
The three major motivational research techniques are observation, focus groups,
and depth interviews. Observation can be a fruitful method of attaining hypotheses
about human motives. Observation can be accomplished in-person or sometimes
through the benefit of video. Usually, personal observation is simply too expensive,
and most consumers don’t want an anthropologist living in their household for a
month or two. It is easier to observe consumers in buying conditions than in their
homes, and here the observation can be in-person or by video cameras. Generally,
observation must be supplemented by focus groups or depth interviews to fully
understand why consumers are doing what they do.

The Focus Group

The focus group in the hands of a skilled controller can be a valuable motivational
research technique. To reach its full motivational effective, the group interview
must be largely nondirective in style, and the group must gain spontaneous
interaction. It is the mutual reinforcement within the group (the group excitement
and spontaneity) that produces the revelations and behaviors that reveal underlying
motives. A focus group discussion dominated by the moderator will rarely produce
any motivational insights. A focus group actively led by the moderator with much
direct questioning of respondents will ever yield motivational understanding. But
the focus group is a legitimate motivational technique.

The Depth Interview

The heart and soul of motivational research is the depth interview, a lengthy (one
to two hours), one-on-one, personal interview, guided directly by the motivational
researcher. Much of the power of the limit interview is dependent upon the insight,
sensitivity, and skill of the motivational researcher. The interviewing task cannot be
offer to traditional marketing research interviewers—who have no training in
motivational techniques. During the personal interview, the motivational researcher
strives to create an empathic relationship with each defender, mutual trust, and
understanding. The researcher creates a climate in which the respondent feels free
to express his feelings and his thoughts, without fear of embarrassment or refusal.

The Analysis
The analysis begins at the cultural level. Cultural values and impact are the ocean
in which we all swim and, of which, most of us are completely uncertain. What we
eat, the way we eat, how we dress, what we think and feel, and the language we
speak are rate of our culture. These taken-for-granted cultural dimensions are the
basic building blocks that begin the motivational researcher’s revolutions. The
culture is the affection that must be understood before the behavior of individuals
within the context can be understood. Every product has cultural values and rules
that influence its understanding and its usage.
The last major dimension that must be understood is the business environment,
including competitive forces, brand perceptions and images, relative market shares,
the role of advertising in the category, and aptitude in the marketplace. Only part
of this business environment knowledge can come from the respondent, of course,
but understanding the business context is crucial to the commentary of consumer
motives in a way that will lead to useful results. Understanding the consumer’s
motives is worthless unless somehow that knowledge can be translated into
chargeable marketing and advertising recommendations.
DISCUSSION QUESTIONS

3.1. Discuss the statement, "Marketers don’t create needs ; needs preexist
marketers. " Can marketing efforts change consumers' needs? Why or why not?
Can they arouse consumer needs? If yes, how?
Answer : Marketers satisfy basic needs. But these can be satisfied in a number of
ways. Take for example basic physiological needs, such as food and drink. These can
be met in a variety of ways (e.g. drinking sports drinks instead of water), some of
which also meet higher motives of self-esteem (linking a sports drink to a healthy
lifestyle). Marketers do not create needs, though in some instances they may make
consumers more keenly aware of unfelt needs. The fact that many new products fail
illustrates that marketers often do not recognize or understand consumer needs and
that they cannot create a need for product. On the other hand, there are countless
examples of products that have succeeded in the marketplace because they fulfil
consumer needs.
Marketing efforts are generally not designed to change consumer needs but to
create or trigger ‘wants’ for products/services that consumers would then purchase
to satisfy needs that already exist. Market-oriented companies use consumer
research to uncover relevant needs, translate them into ‘wants’ by designing
appropriate products and services, and position their offerings as satisfying needs
and wants better than competitors’ products/services. Although hit must be
remembered that consumers usually purchase products to meet more than one need
(e.g. a car) and that consumers may have needs that they may be unaware of
(subconscious needs of ego) or not admit to (needs for social recognition).
Yes, they can arouse consumer needs and in many cases try to make consumers more
aware of the need for being uncomfortable or inactive. The company focuses on
developing and marketing products that promote satisfaction of consumer needs
through new and effective solutions.

3.2. Consumers have both innate and acquired needs. Give examples of each
kind of need and show how the same purchase can serve to fulfill either or both
kinds of needs.
Answer:
Innate Needs: Innate needs are those an individual is born with. They are
Physiological (biogenic) in nature; they include all factors required to sustain
physical life. Example : food, water, shelter, clothing, sex, physical safety etc..
Acquired Needs: Acquired needs those an individual develops after birth are
primarily psychological (psychogenic). Example : love, affection, power,
acceptance, esteem, and self-fulfillment.
The purchase of a house satisfies the individual's innate needs for shelter but the
type of house he or she buys, it’s interior and exterior design, and location are likely
to reflect acquired needs. For example, an individual may seek a place where large
groups of people can be entertained (fulfilling social needs) and want to live in an
exclusive community to impress friends (fulfilling ego needs).
This purchase fulfill both kinds of needs.

3:03 : Think of any product or service. Now list are way in which it could be
marketed to target consumer as an approach object and an avoidance object
with example.
Consumers have both innate and acquired needs. Innate needs are physiological in
nature such as food, water, air, clothing, shelter, sex etc. Acquired needs are
generally psychological in nature such as esteem, prestige, affection, power etc.The
customers need innate and acquired need by daily life. list the innate and acquired
needs that would be useful bases for developing promotional strategies for: a. global
positioning device b. sunglasses that can be customized online c. smartphones
a. Global positioning devices. Global positioning device much help to the people on
their physical safety and survival that is innate need.The acquired need self-esteem,
affection toward one’s family and friends, social needs, and even ego needs.
b. Sunglasses that can be customized online: Innate need when it help to protect
the eye on hot weather. When it is acquired need that it is self-esteem, prestige,
power, ego needs.
c. Smartphones. Innate need -at the time it is much important to acquisition.
Acquired need, when it is ego need power, prestige, self-esteem, learning, social.

3:04 : Why are consumers’ needs and goals constantly changing? What factors
influence the formation of new goals?

Needs and goals are constantly raising and changing in response to an individual’s
physical condition, environment, interactions with others, and experiences. When
individuals will attain their goals, they will develop new ones. If they will not attain
their goals, they continue to strive for old goals, or they develop substitute goals.
Some of the reasons why need-driven human activity never ceases include the
following:
1. existing needs are never completely satisfied; they continually impel activity
designed to attain or maintain satisfaction. The college or university students should
maintain this but at the last time they can't success.
2.When needs become satisfied, new and higher-order needs emerge to be fulfilled.
The college or university students try too success in his life. When they get all of the
facilities, some time they fullfil their need...
3. people who achieve their goals set new and higher goals for themselves. All of
the time, the students set the goals and try to recover these. When they set the goal
that this is higher than the others people.
Above we can say that the college and university student should apply this on his
own life...

3.5 : How can marketers use consumers’ failures to achieve goals in

developing advertisements for products and services? Provide
examples.
Failure to achieve a goal often results in feelings of frustration, and individuals
react differently to frustrating situations. Some people are adaptive and cope
with frustrating situations by finding their way around the obstacle or, if this
fails, by selecting a substitute goal. People who cannot cope with frustration
Adopt defense mechanisms to protect their egos from feelings of failure when
they do not attain their goals (e.g. aggression, rationalization, regression,
withdrawal projection, daydreaming, identification, repression, escapism).
Consumers, for example, not being able to attain important motives, such as
self-actualization (driving for pleasure through the Australian outback) may do
so by escapism (purchasing a car capable of doing so but never actually taking
it out of the city)
3.6: For each of the following products, select one level from Maslow’s
hierarchy of human needs. describe how would you the need you selected in
promoting the in market segment of your choice. The products are e-reader,
expensive shoes and vacation homes.
Maslow’s needs hierarchy received wide acceptance in many social disciplines
because it appears to reflect the assumed or inferred motivations of many people
in our society. The five levels of need postulated by the hierarchy are sufficiently
generic to encompass most lists of individual needs.
If a person is having expensive shoes, e-reader and vacation homes he will be
recognized as a rich person and the need to impress others is most often found in
individuals who wish. These product involve in Esteem need. In this level people
seek attention, status, recognition, strength.
In this segment, Marketer promote there products as a expensive good, product
that contains status, a higher and Unique value product.

3.7 : Maslow's the hierarchy of needs begins with the primacy of physiological
needs and puts self actualization at the top of the Pyramid. Some academics
have acclaimed that this theory is flawed. Discuss why this might be true?
1. Researchers have proved that there is lack of hierarchical structure of needs as
suggested by Maslow, though every individual has some ordering for his need
satisfaction. Some people may be deprived of their lower level needs but may still
strive for self actualization needs. The example of MAHATMA GANDHI is one of the
most important. There are always some people to whom, the need for self-esteem
is more prominent than social needs.
2. Another problem is that there is a lack of direct cause and effect relationship
between need and behavior. One particular need may cause different type
of behavior in different persons. On the other hand, as a particular
individual behavior may be due to the result of different needs. Thus, need
hierarchy is not as simple as it appears to be.
3. Need and satisfaction of needs is a psychological feeling. Sometimes even the
person may not be aware about his own needs. How can the managers come to know
about these needs?
4. Some people say that hierarchy of need simply does not exist. At all levels needs
are present at given time. An individual motivated by self actualization needs
cannot afford to forget his food. But this criticism is solved by Maslow by saying that
needs are interdependent and overlapping.
5. Another problem with Maslow’s theory of motivation is the operationalization of
some of his concepts which makes it difficult for the researchers to test his theory.
For instance, how does one measure self actualization?
Despite its drawbacks, Maslow’s theory offers managers a good handle on
understanding the motives or needs of individuals and how to
motivate organizational members.

3.8 :A. What are some of the techniques researchers can use to measures
motives?
A. Measurement of Motives: The methods employed for the measurement of
motives may be classified as direct, indirect and experimental, depending upon the
nature of the adopted measures of technique.
1. Direct methods: In this method required information about the motives of an
individual is gathered directly from the primary source. The subject and his
natural behavior are assessed by directly asking him to account for his own behavior.
The major techniques or methods included in this category may be named as
questionnaire, inventories, motivation scale, check list, interview, etc.
2. Indirect methods: The material to which the subject is exposed in the indirect
measures of motives consists of fairy ambiguous stimulus situations. Based on the
mechanism of projection, subject is expected to provide clues on his hidden or true
motives by responding to these unstructured stimuli. The interpretation of these
clues by the experimenter may then help in the assessment of the subject’s true
motives. All the projective techniques like Rorschach’s inkblot test, TAT test,
sentence completion technique, word association technique, role playing, etc. fall
in the category of indirect methods of measuring motives.
3. Experimental methods: Experimental methods of measuring motives consist of the
measures involving objective observations under controlled conditions. For
ascertaining the real motives, here the experimenter first makes some tentative
hypotheses and then tests them in the laboratory for arriving at some objective
reliable and valid conclusions.

B. Is quantitative research applicable to gain Insights to storytelling?

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Exploring the use of storytelling in quantitative research fields using a multiple
case study method Matthews, Lori N. Hamlet.
Abstract
The purpose of this study was to explore the emerging use of storytelling in
quantitative research fields. The focus was not on examining storytelling in research,
but rather how stories are used in various ways within the social context of
quantitative research environments. In-depth interviews were conducted with seven
professionals who had experience using storytelling in their work and my personal
experience with the subject matter was also used as a source of data according to
the notion of researcher-as-instrument. This study is qualitative in nature and is
guided by two supporting theoretical frameworks, the sociological perspective and
narrative inquiry. A multiple case study methodology was used to gain insight about
why participants decided to use stories or storytelling in a quantitative research
environment that may not be traditionally open to such methods. This study also
attempted to identify how storytelling can strengthen or supplement existing
research, as well as what value stories can provide to the practice of research in
general. Five thematic findings emerged from the data and were grouped under two
headings, "Experiencing Research" and "Story Work." The themes were found to be
consistent with four main theoretical functions of storytelling identified in existing
scholarly literature: (a) sense-making; (b) meaning-making; (c) culture; and (d)
communal function. The five thematic themes that emerged from this study and
were consistent with the existing literature include: (a) social context; (b)
quantitative versus qualitative; (c) we think and learn in terms of stories; (d) stories
tie experiences together; and (e) making sense and meaning. Recommendations are
offered in the form of implications for various social contexts and topics for further
research are presented as well.

C. List some strengths and weakness of qualitative research.

Qualitative Research
It is more focused on exploring the issues, understanding the actual problem and
enabling oneself to answer all the questions. Qualitative Research Method is more
dependent on deriving the value of variables in their natural setting. The data via
this method is collection by asking open ended questions and serving with the direct
quotations.
Qualitative can be beneficial in the following ways
All the problems and the topics covered under this research are in detail.
This method majorly focuses on small groups which ultimately do not require more
expenses when compared to quantitative research.
On the emergence of new developed information and findings, the revision,
direction and framework of the data can be done easily quickly.
The data is collected from a small group which bounds it to be universal for a large
population.
The data with this method is collected based on genuine efforts and gives a clear
vision on what can be expected.
↬ Weaknesses of Qualitative Research :
As the data is collected for a small group, due to which assumptions cannot be made
beyond the small group of people.
It becomes difficult to demonstrate, maintain and assess the rigidity of the data.
Collection of statistical data is not easy and cannot be done solely by using this
method.
As the data is in big quantity, analysis and interpretation of the data takes much
time.
The responses of the subjects might be affected as the researchers are bound to be
present during the process of data gathering.

3.11: Describe personality trait theory. Give five examples of how personality
traits can be used in consumer research.
Trait theory focus on empirical measures of personality in terms of specific
psychological characteristics. Trait set one person different from others.
Researchers have find that personality traits are linked with consumer
consumption.
Some example can be:
1. Variety seeking: some consumers personal trait is to find variety in different
products or service. Variety of product create strong appeal on their mind.
For example, technological products or service like smartphones, laptops etc.
Researchers can use this trait in consumers.
2. Need for cognition: some consumers enjoy to think about the products or services.
They want to know more about the brands. Those who are high NFC respond like ads
with more information and description. Those are low NFC respond like ads are
attracted by background, model or celebrity. Research use this personality traits in
consumers.
3.Ethnocentrism: This is a kind of phycological traits which a person thinks and
believe, is right. For example, a person doesn’t want to buy foreign brand. He thinks
purchasing foreign brand is not right. Researchers use this kind of in consumer
research.
4.Uniqueness: Many consumers want to be unique than others. Individual with high
uniqueness adopt the products quicker than others. For example fashion industry.
Researchers use the trait in consumer research.
5.visualizers and verbalizes : Visualizers are more receptive in to pictorial images,
objects and spatial. Verbalizers like promotional messages containing a lot of
written, textual and verbal information. For example scientists and engineers prefer
spatial imagery. Researchers use this personal trait in consumer research.

3.13.
Describe the type of promotional message that would be most suitable for each
of the following personality market segments and give an example of each: (a)
highly dogmatic consumers, (b) inner-directed consumers, (c) consumers with
high optimum stimulation levels, (d) consumers with a high need for cognition,
and (e) consumers who are visualizers versus consumers who are verbalizers.
a) Highly dogmatic consumers are likely to respond favorably to a new product when
the advertising message is presented in an authoritarian manner (e.g., celebrity
endorsement or expert testimonials).
b) Inner-directed consumers tend to use their own values and standards in evaluating
a new product; therefore, ads aimed at them should depict the attainment of
personal achievement and satisfaction.
c) Consumers with a high optimum stimulation level are more open to risk-taking,
more likely to be innovative, try products with many novel features, and shop in
new retail outlets. Consumers with high OSL are likely to respond favorably to
promotional messages stressing more rather than less risk, novelty, or excitement.
d) Consumers with a high need for cognition are ones who often crave or enjoy
thinking. They are likely to be responsive to ads that are rich in product-related
information or description, and unresponsive to the auxiliary or contextual aspects
of an advertisement.
e) Marketers should stress visual dimensions in attracting visualizers, consumers
who prefer visual information, products that stress the visual, and detailed
descriptions and explanations in targeting verbalizers (i.e., consumers who prefer
written and verbal product information).