Consumer needs and

Motivation
Needs Goals and Motives
 Needs: innate & Acquired
 Goals : Generic, Product specific, Brand
specific, store specific

 Motives: Strength , degree , direction or

state
Needs in Modern society -
quadruple needs
 Need for affiliation
 Need for power
 Need for achievement
 Need for uniqueness
Maslow’s need hierarchy
 Self Actualization
 Ego Needs
 Social Needs
 Safety and security needs
 Physiological needs
 Motivation theories
 Instinct Theory of Motivation
 Drive theory
 Expectancy theory
Motivational conflict
 approach - approach
 approach - avoidance
Defense mechanism
 Aggression
 Rationalization
 Regression
 Withdrawal
 projection
 Autism
 Identification
 Repression