Consumer Behaviour

Motivation Needs Involvement

 Motivation

 Body Decoration

 Why will people pay more for a virtually free item

such as water?

 We believe differences is what makes life interesting

 Psychologist’s View
What is Motivation?

 It’s is a psychological concept that

maximizes bodily energy & directs it
selectively towards a goal in the external
environment.

 Arousal
 Directive Component
Motivation is the reason for behavior

Motivation involves the question of why

people behave, think, and feel the way
they do

Motivated behavior is energized,

directed, and sustained
Motivation
 “the processes that lead people to behave as
they do.” It occurs when a need is aroused
that a consumer wants to satisfy.

 Utilitarian needs.
 Desire to achieve a functional or practical benefit.
 Hedonic needs.
 Desire to obtain experiential or emotional
benefits.
Motivational Process
More about Motivation
 Needs are created by a discrepancy between
two mental states.

 The actual state, which is where we are now.

 The desired state, which is where we would

like to be.
 Actual State Contributing Factors

 An urban nuclear family Husband and wife working,

 struggling to cope with different timings, problem
of getting reliable maids, etc
 washing clothes

 Desired State
 Washing Machines non-dependence on outside
help, anytime and easy usage,
dependable, reasonably good washing
 Examples of brands which have  succeeded by highlighting the desired  state

Communication on 'desired state'

 Brand

Maggi Convenience of preparing fast food

Dabur Chywanprash Long-term health
Surf Excel, Clean clothes

 
Problems classified : Active and Inactive
Active : which the consumer is aware of
Inactive problem : which he is not aware of.

Eg : Ceasefire
A brand of electric shaver could create awareness about
the negative aspects of conventional blade-based shaving
and activate a ‘problem’ that is inactive for many men.

Active problem involves convincing consumers about the

superior nature of the brand.
When consumers were very much aware of the increasing
costs of petrol, Hero Honda convinced them of its superior
offering.
Consumers’ priority and nature of
recognized problems

 How consumers respond to the strategies

of ‘actual’ and ‘desired’ states would
depend on two important factors:

1. The magnitude of discrepancy between

the desired and actual state

2. The relative importance of the problem

Actual and Desired states are dynamic

 As individuals go through
family life-cycle stages, differing earning capacities
and lifestyles, the states keep changing and this is
one of the reasons why marketers offer an updated
product line to hold on to loyal buyers

 ‘Product Analysis’ is a technique which could be

used by marketers to identify the ‘Problem
Recognition’ aspects concerning consumers. It
involves researching how consumers purchase or
use a product.
Examples of product categories where brands could create awareness on actual
states

Brand Communication on
'desired state'
Air-purifier Ill-effects of polluted air
Home Computers Importance of computers in
future (for children)
Cooking ranges

Timeliness, simultaneous
cooking
More about Motivation
 Components/terminologies of motivation

 A goal is the desired end state that a consumer is

motivated to reach.

 The degree or arousal that a consumer experiences is

called drive.

 A want is the manifestation of a need in some specific

direction that may be influenced by culture and other
factors.
Still More about Motivation
 Motivation can be expressed as having both
direction and strength.

 Direction is the particular way a consumer

seeks to reduce some motivational tension.

 Strength is the degree of pull that the

motivation exerts on the consumers.
Motivational Strength
 “The degree to which a person is willing to
expend energy to reach one goal as opposed
to another.”
Motivational Strength
 2 Approaches

 Instinct approach (biological v. learned)

 Drive Theory
 Motivated to assuage biological states that cause
discomfort.

 Expectancy Theory
 Behavior is pulled by expectations of achieving
desirable outcomes. Cognitive in nature.
Motivational Direction
 The specific route that a consumer uses to
achieve the objective of motivation.
Types of Motives
 Physiological Vs Psychogenic needs.
 Innate Vs Acquired
 Primary Vs Selective
 Conscious Vs Unconscious
 Rational Vs Emotional
 Positive Cs Negative
Role of Motivation in CB

 Defines basic striving

 Identifies goal objectives

 Identifies choice criteria

 Directs other influences

GOALS
 Sought after results of motivated behavior

 Selection of goals

 Interdependence of needs & goals

 Are needs & goals dynamic ?

 Failure to achieve goals

 Substitute goals Frustration Defense Mechanisms

Maslow’s Hierarchy
 Is predicated on four premises.

1. All humans acquire a similar set of motives through

genetic endowment and social interaction

2. Some motives are more basic or critical to others.

 The more basic motives must be satisfied to a

minimum level before other motives are activated.

 As the basic motives become satisfied, more

advanced motives come into play.
 Maslow’s Motive Hierarchy

Advanced 5. Self-actualization: This involves the desire for self-

fulfillment, to become all that one is capable of becoming.
4. Esteem: Desires for status, superiority, self-respect, and
prestige are examples of esteem needs. These needs
relate to the individual’s feelings of usefulness and
accomplishment.
3. Belongingness: Belongingness motives are reflected in a
desire for love, friendship, affiliation, and group acceptance.
2. Safety: Feeling physical safety and security, stability,
familiar surroundings, and so forth are manifestations of
safety needs. They are aroused after physiological motives
are minimally satisfied, and before other motives.
1. Physiological: Food, water, sleep, and to a limited extent,
sex, are physiological motives. Unless they are minimally
Basic satisfied, other motives are not activated.
Maslow’s Hierarchy
 What problems do you see, if any, in applying
Maslow’s Hierarchy to marketing and
consumer behavior?
Usefulness

 Segmentation

 Positioning Application

 Example : Luxury Car

 Design a promo campaign for a MWO using
Maslow’s HON.
 Intrinsic Vs Extrinsic needs

 Brand of CTV

 Aesthetic appeal & premium

 Sound Quality
 Brand Equity
 Special features
Intrinsic Extrinsic
 Offering gratification Status appeal

 Sensual pleasure Innovator

 Reassurance Symbolic assn.

 Variety seeking Self WOM

 Purchase Motives
 Why do you consume particular products?

 Manifest Motives are those that are

consciously known and freely admitted.

 Latent motives are either unknown or not

likely to be admitted by the consumer?
 Latent and Manifest Motives
In a Purchase Situation

A large car is more It will demonstrate that

comfortable I’m successful

It’s a high-quality car that Purchase a

performs well Cadillac

It’s a powerful, sexy car

A number of my friends
and it will help make me
drive a Cadillac
powerful and sexy

The linkage between behavior and motives that are known and freely admitted
The linkage between behavior and motives that are either unknown or are such that the
consumer is reluctant to admit or reveal them
 Motivation Conflicts
 3 major types
 Approach- Approach Conflict
 Approach-Avoidance Conflict
 Avoidance-Avoidance Conflict
Motivation Intensity
 How strongly a consumer is motivated to
satisfy a need

 Involvement is the degree to which the object

or behavior is personally relevant

 Think about cult products.

Nature of Involvement

 Varies from individual

 Involvement increases when :

 Important to customer
 Emotional appeal
 Continuing interest
 Significant risks
 Badge value
Types of Involvement
 Situational Vs Enduring

 Product
 Advertising
 Purchase Situation
Why Is Involvement a Key Dimension in
CDM ?
 Increases level of information search

 Increases number of alternatives considered

 Strengthens product/brand attitudes

 Increases perceived risk in choice

Involvement Levels
 Low Involvement hierarchy

 High Involvement hierarchy

Marketing Strategy for L I H

 Positioning
 Segmentation
 Pricing
 Distribution
 In-store stimuli
 Advertising
 Advertising
 Central versus peripheral cues
 Less versus more emphasis on frequency
 Product Positioning
 Benefit maximization / Problem minimization
 Price
 Inelastic Vs. Elastic
 Distribution
 Selective Vs. intensive

 Segmentation: Target high Vs. Low involvement

Shift consumers to High involvement

 Link product to involving issue

 Create a problem & solve it
 Link the product to involving situation
 Add ingredients
Measuring Involvement
 Involvement Profile considers whether:
 The consumer is interested.
 There is a significant risk associated with the
brand or product for the consumer.
 There is a probability of making a bad
purchase.
 The pleasure value.
 Involvement in Web Searches

High Involvement Low Involvement

Purposeful, directed search Purposeful, non-directed search Variety Seeking Browsing

Inertia
 Media Involvement

High Involvement Low Involvement

Internet Magazines Cable TV Network TV

Application
What are some of the ways a company
can promote enduring involvement
with its products in an Online
Environment ?
 Involvement in Web Searches

Hi Involvement Lo Involvement
Involvement
Purposeful, directed search Purposeful, non-directed search Variety Seeking Browsing
Inertia
Offline strategies rely on advertising in more passive
media.
Online strategies have facility for providing more (1)
personalization and (2) community through interactive
facilities.
Online strategies are more likely to be information
oriented.

Offline strategies create an experiential focus through

symbolism and imagery –e.g., Harley Davidson.
Online strategies create an experiential focus through
interactive communications and personalization.
One group of consumers usually
determines what cereal it will buy in
advance & then goes to the store & buys
it. Another usually makes its decision in
the store.

What differences might be employed in

marketing to each group ?
Low Involvement concept suggests that many
consumers are not involved with the brand
purchased & that they make decisions
frequently based on Inertia.

- If this is true why do most marketing

strategies assume an involved consumer ?

- Why is it hard for a marketing manager to

believe that most consumers might not be
involved in the purchase of the company’s
Pick a low involvement product category.
Assume you are introducing a new brand in this
category.
( Light Bulb Sleeping bag Screw driver
Sun tan product )

Devise a strategy for creating higher involvement with

the brand by using the 5 strategies for shifting
consumers from low involvement to high involvement
Link the product to an involving issue

Create a problem & solve it

Link the product to an involving personal

situation

Link the product to an involving advertisement

Change the importance of product benefits

Introduce an important characteristic in the

product