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Consumer Behavior

MOTIVASI & KEBUTUHAN

Sengguruh Nilowardono
NEED and WANTS

NEED: A Discomforting Human Condition


WANT: A Desire for a Specific Product so as to
Alleviate That Condition

Q. Discussion: Which of these is a Need: Food, Clothing, Nike


shoes, Mini car, HUMMER, etc. Why? Why Not?
Motivasi
“Motivation can be describe as driving
force within individual that impels them to
action.
This driving force can produced by stated
of tension, which exist as the result of
unfulfilled need”.

(Schiffman and Kanuk)


MODEL MOTIVASI
KEBUTUHAN
BELAJAR

TEKANAN DORONGAN PERILAKU

KOGNITIF

TUJUAN
TEKANAN
MEMENUHI
BERKURANG
KEBUTUHAN
KEBUTUHAN

Innate Needs
Acquired Needs
Teori Kebutuhan
(ABRAHAM MASLOW)

SELF
ACTUALIZATION
ESTEEM NEEDS
SOCIAL NEEDS
SAFETY NEEDS
FISIOLOGIS NEEDS
Hierarchy of Needs

Self-Actualization
Self-Actualization
(Self-fulfillment)
(Self-fulfillment)
Ego
Ego Needs
Needs
(Prestige,
(Prestige,status,
status,self-respect)
self-respect)
Social
Social Needs
Needs
(Affection,
(Affection,friendship,
friendship,belonging)
belonging)
Safety
Safety and
and Security
Security Needs
Needs
(Protection,
(Protection,order,
order,stability)
stability)

Physiological
Physiological Needs
Needs
(Food,
(Food,water,
water,air,
air,shelter,
shelter,sex)
sex)
MOTIVASI
dan STRATEGI PEMASARAN

Dua aplikasi penting dari teori Motivasi :

- Segmentasi
- Positioning

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