Segmentation – Recap

Consumer Motivation

Session 5
Dated 11th September 2008

1
 Economic Factors

• Price
• Income
• Distribution of Income
• Competition with substitutes
• Utility
• Consumer Preferences

2
 Social Factors

• Culture
• Attitude and Society
• Social values
• Life Style
• Personality
• Size of Family
• Education
• Health Standards
3
 Psychological Factors

• Personality
• Taste
• Attitude
• Lifestyle

4
 Anthropological factors
• Climate
• Region
• History

5
 Segmentation Base
• Geographic Segmentation
– Region
– City Size
– Density of Area
– Climate
• Demographic Segmentation
– Age / Sex / Marital Status /
– Income / Occupation
– Education

6
 Psychological Segmentation

• Need Motivation
– Shelter
– Safety / Security
– Affection
– Esteem / Ego
– Sense of self worth

7
 Psychological Segmentation

• Personality
– Extroverts
– Introverts
– Novelty seekers
– Aggressive
– Low dogmatic

8
 Psychological Segmentation

• Perception
– Low Risk
– Moderate Risk
– High Risk

9
 Psychological Segmentation

• Learning involvement
– Low involvement
– High Involvement

• Attitudes
– Positive attitude
– Negative attitude

10
 Psychographic

• Life style Segmentation

– Economy minded
– Couch potatoes
– Outside enthusiasts
– Status seekers

11
Satisfying Customer’s Esteem Needs

12
Friendly neighbourhood

13
Common choice

14
Retail stores attract customers through sheer variety
and the choice to choose

15
A place not only for shopping 

16
 Consumer
Motivation

Session 5 continued
11.09.2008

17
 MOTIVATION  definition

• It is the driving force within individuals that

impels them to action

• NEED  GOAL  MOTIVATION

18
 Need Recognition

• State of Affairs
– Actual Stage
– Desired state
• Discrepancy
• If discrepancy meets or exceeds the level – Need is
recognised
• If discrepancy is below a certain level – Need is not
there

19
 Interdependence of NEEDS and
GOALS

• Awareness
– Physiological NEEDS
– Psychological NEEDS

20
Need associated with INANIMATE
objects

• Acquisition
• Conservancy
• Order
• Retention
• Construction

21
 Need that reflect ambition
accomplishment and prestige
• Superiority
• Achievement
• Recognition
• Exhibition
• Inviolacy [not violated attitude]
• Infavoidance [avoid shame failure humiliation
ridicule]
• Defendance [defensive attitude]
• Counteraction [counteractive attitude]
22
 Needs concerned with Human
power

• Dominance
• Defference
• Similance [suggestible attitude]
• Autonomy [self governing ]
• Contrariance [to act differently from others]

23
 Sodomasochistic needs

• Aggression [hostile act or behavior]

• Abasement [humiliate / degrade]

24
 Needs concerned with affection
with people

• Affiliation
• Rejection
• Nurturance
• Succorance [to seek aid protection
sympathy]
• Play

25
 Need concerned with social
intercourse

• Cognizance [inquiring attitude]

• Exposition [expositive attitude]

26
 A trio of Needs

• Need for POWER

• Need for AFFILIATION
• Need for ACHIEVEMENT

27
 Learning
Unfulfilled
Needs
Wants
Drive Behavior
Desires

Goal Need
fulfillment
Tension

Cognitive Process

Tension
Reduction
28
 GOALS  definition

• Goals are the most sought after result of

motivated behavior
– Generic Goal
– Product Specific Goal

29
 GOAL selection depends on

• Personal experiences
• Physical capacity
• Prevailing Cultural Norms and values
• Goal accessibility
– Physical environment
– Social environment

30
 Goal
setting

Formation
of a goal

Action
planning

Action initiated
And control

Goal attainment
/ failure

Feedback
reactions
31
I want to be
more
beautiful

32
33
34
Bread Spreads

                                

35
Positive and Negative motivation

• Positive motivation
– Approach Object
• Negative motivation
– Avoidance Object

36
• Rational Motives
• Emotional Motives

37
 The Dynamics of Motivation

• NEEDS are never fully satisfied

• New NEEDS emerge as OLD NEEDS are
satisfied
• Success and Failure influence GOALS
• Substitute GOAL
• FRUSTRATION
– Defense mechanism

38
 Defence Mechanism
• Aggression
• Rationalization
• Regression – fall back / distance yourself
• Withdrawal – back away
• Projection – forecast an image
• Autism – mental condition inability to
communicate
• Identification – prove or recognize as one self
• Repression – overcome by force

39
 Application of Motives

• Segmentation application
• Promotional application
• Positioning application

40
 Motivational Research

• Dr. Sigmund Freud

– Unconscious needs or drives
– Biological and sexual drives
• Dr. Ernest Dichter – Psycho analyst
– What consumer did – quantitative / descriptive
studies
– Why consumer did – Cars – MEN / cigarettes -
WOMEN
41
 Measurement of Motives

• Observation and Inference

• Subjective Reports
• Qualitative Research

42
AA
43
AA 44
AA
45
AA
46