Consumer Behavior:

Needs & Motivation

Fall 2018, BBA, IBM, Session: 6
Jindal Global Business School
Prof. Diptiman Banerji
 Project Proposal
• Given in your course outline, please read!
• Cover page + 2 pages
• The document should identify the marketing
strategies and tactics and the consumer
behavior concepts/principles/models that are
expected to be central to the project (this is
tentative, and can be changed as the project
evolves).
• Due – EOD of 31st August.
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 The Consumer Decision making
process
• Philip Kotler’s framework

Personality

Natural

Personal

Consumer’s consciousness

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 Motivation
• Motivation is the driving force within
individuals that compels them to action.

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 Needs and goals
•Needs:
– Physiological
– Psychological

•Goals:
– Generic
– Product-specific

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 Need arousal & seeking goals
• Need arousal • Selecting goals
– Internal stimuli – Factors
– Emotional or cognitive • Personal experiences and
processes knowledge
• Physical capacity
– External stimuli
• Cultural norms and values
• Goal accessibility
– Approach objects
– Avoidance objects

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 Needs & goals
• Needs and goals are interdependent
• Needs are never fully satisfied
– New needs emerge as old ones are satisfied
• Success and failure influence goals

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 Frustration and defense mechanisms
• Frustration is the feeling that results from
failure to achieve a goal.
• Defense mechanisms are cognitive and
behavioral ways to handle frustration.

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 Defense mechanisms
Defense Mechanism- (Failure in exams)
1. Aggression – Put the topper on a hitlist!!
2. Rationalization – I did my best given the time I could manage after
the late night party.
3. Regression – Tear down the mark sheet on the notice board.
4. Withdrawal – It had to happen- can’t help.
5. Projection – I knew this, I never liked the faculty - he sure messed
up somewhere
6. Daydreaming – If I could write that answer a bit better…..
7. Identification – Even some of the so-called toppers have fallen
8. Repression – Forcing the need to pass out of conscious awareness

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 Let’s analyze

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 Theories of motivation:
Maslow’s Hierarchy of Needs

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 What need state is this ad targeting?

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 What need state is this ad targeting?

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 What need state is this ad targeting?

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 What need state is this ad targeting?

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 What need state is this ad targeting?

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 Theories of motivation:
Trio of Needs
• Power
– Related to one’s desire to control
– Closely related to ego (esteem) needs of Maslow’s
hierarchy
• Affiliation
– Closely related to social needs of Maslow’s hierarchy
• Achievement
– High achievement people require personal
accomplishment

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 Let’s analyze

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 All the best!

Contact: diptiman@jgu.edu.in

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