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Psychological factors affecting Consumer Buying Behavior Motivation
Human needs – consumer needs – are the basis of all modern marketing. Needs are the essence of the marketing concept. The key to a company’s survival, profitability and growth in a highly competitive market place is its ability to identify and satisfy unfulfilled consumer needs better and sooner than the competition. Marketers do not create needs, they may make consumers more keenly aware of unfelt needs.

Presented By Neha Gupta

Three important aspects of understanding consumer motivation – Survival – understanding dynamic nature of consumer Profitability – by right value proposition Growth – adapting to the changing motives Customer satisfy their needs on basis of intensity or requirement of the needs Motivation is a strong urge that drives a person’s activities towards unfulfilled need and wants Customers have motives or set of motives when they have unfulfilled demands

Motivation refers to `the processes that cause people to behave as they do'. It occurs when a need is aroused that the consumer wishes to satisfy. Once a need has been activated, a state of tension exists that drives the consumer to attempt to reduce or eliminate the tension. Marketers try to create products and services that will provide the desired benefits and permit the consumer to reduce this tension, by going in for consumption or acquisition of the products/services.

Motivation as a Psychological Force
• Motivation is the driving force within individuals that impels them to action. • Needs are the essence of the marketing concept. Marketers do not create needs but can make consumers aware of needs.


fear.g. e. regression. Frustration. daydreaming.Goal Drive Want Interdependence of needs and goals Alternatively motivation has been defined as the inner drive in individuals which impels them to action Goals Sought after results of motivated behavior Goals are – generic or product specific e. identification. needs can be stronger and of higher order Success and failure influence goals Failure of goals leads to.substitute goals. affection or status Arousal of motives Physiological arousal Emotional arousal Cognitive arousal Environmental/situational arousal The set of needs an individual experiences at a particular time are often activated by specific cues in the environment. defense mechanism Defense mechanism can be Aggression. Without these cues. rationalization. weight. price. etc emotional – pride. Apple i-phone Motivation can be positive or negative positive – wants. repression Motivation can be rational or emotional rational – size. withdrawal. the sight or smell of bakery goods.g. projection. etc Dynamics of motivation Needs are never fully satisfied New needs emerge as old needs are satisfied. worries. fast-food commercials on television. etc negative – fears. the needs might remain dormant. etc 2 . excitement.

His needs include many motives that are important when studying consumer behavior. and Prestige Needs Connected with Human Power Murray’s List of Psychogenic Needs (continued) Sado-Masochistic Needs Needs Concerned with Affection between People Needs Concerned with Social Intercourse Acquisition Conservancy Order Retention Construction Superiority Achievement Recognition Exhibition Infavoidance Dominance Deferrence Similance Autonomy Contrariance Affiliation Aggression Rejection Nurturance Abasement Succorance Play Exposition Cognizance Maslow’s hierarchy Model • • • • • Self Actualization needs Esteem Needs Social Needs Security Needs Physiological Needs Needs is a feeling or desire for something. and exhibition. Power. recognition.Types and Systems of Needs • Henry Murray’s 28 psychogenic needs • Abraham Maslow’s hierarchy of needs • A trio of needs Henry Murray’s 28 psychogenic needs He believed that everyone has the same basic set of needs but that individuals differ in their priority of those needs. which is lacking and through performing various activities to get the feeling of lacking removal and thus become satisfied. Murray’s List of Psychogenic Needs Needs Associated with Inanimate Objects Needs Reflecting Ambition. 3 . achievement. Accomplishment. including acquisition.

Environmentally Concerned Adults Measurement of Motives • Researchers rely on a combination of techniques • Qualitative research is widely used Qualitative Measures of Motives METAPHOR ANALYSIS • This method. acceptance. A Trio of Needs • Power – individual’s desire to control environment • Affiliation – need for friendship. • DuPont used this method to study women’s emotions regarding product. The links between Britannia and health are felt all over the world. Asian Paints in the Indian market has made it to go in for global branding in countries such as Nepal. and asked to say AND SENTENCE the first word that comes to mind. respondents are presented with words. was discussed in detail in Chapter 2. COMPLETION 4 . including the tool termed ZMET. WORD ASSOCIATION • In this method.An evaluation of the need hierarchy and marketing applications Brand communication should also communicate and connect to people. one at a time. and belonging • Achievement – need for personal accomplishment – closely related to egoistic and self-actualization needs To Which of the Trio of Needs Does This Ad Appeal? The Affiliation Needs Of Young. • This method consists of having customers tell real-life stories regarding their use of the product under study. STORYTELLING • Projective techniques are often very successful in identifying motives. This connectivity is the rational justification for people to overcome the extra spending required to acquire the Brand. • Kimberly-Clark used this method to develop pull-ups. Fiji and Korea with its typical low cost formulations and service delivery propositions to support the brand name ‘Asian Paints’.

HOW??? Thank You 5 .Evaluation of need hierarchy and marketing applications • Proper segmentation. HOW??? • Promotional applications.