• Needs are the essence of the marketing concept. – Marketers do not create needs but can make consumers aware of needs. • Motivation is the driving force within individuals that impels them to action. – Produced by a state of tension - the result of an unfulfilled need. • Need: The gap between an actual and desirable state. • Motive: An aroused need that energizes behaviour and gives it direction. • Motivation: An activated state that causes a person to initiate goal- directed behaviour. • Incentive: Something believed capable of satisfying a particular motive. Model of the Motivation Process Types of Needs (Maslow) • Physiological Need: A need based on biological functioning, like the need for food, water and air. • Safety Need: Security concerns • Social / Psychological Need: A need stemming from interaction with the social environment; belongingness • Esteem Need: Enjoying respect • Self – Actualization Need: Realizing inner potential Goals • The sought-after results of motivated behavior • Generic goals are general categories of goals that consumers see as a way to fulfill their needs • Product-specific goals are specifically branded products or services that consumers select as their goals The Selection of Goals • The goals selected by an individual depend on their: – Personal experiences – Physical capacity to use – Prevailing cultural norms and values – Goal’s accessibility in the physical and social environment Rational versus Emotional Motives • Rationality – Cognitive Processes – Logic driven – Reasoning based • Emotional – More to do with feelings – People tend to get carried away – Are able to relate and empathize Discovering Purchase Motives 2 Types of Motives- • Manifest motives are those that are known and acknowledged. • Latent motives are those that are either unknown to the customer or ones that the customers are reluctant to acknowledge. – Researching latent motives often requires use of projective techniques (like tests). CADILLAC CTS: Cost Approx. – INR 45,00,000/- in India Conscious vs. Unconscious Motives The Dynamic Nature of Motivation • Needs are never fully or permanently satisfied • New needs emerge as old needs are satisfied • Goals are influenced by success or failure • People who achieve their goals set new and higher goals for themselves • Multiplicity of needs Measurement of Motives • Researchers rely on a combination of techniques • Combination of behavioral, subjective, and qualitative data • Construction of a measurement scale can be complex Motivational Research • Qualitative research designed to uncover consumers’ subconscious or hidden motivations • Attempts to discover underlying feelings, attitudes, and emotions