Consumer

Motivation

Lesson 2
A Noticeable Change in Consumer Behaviour
 What is
Motivation?
A psychological driving
force that gets created
within individuals that
impels (i.e. force) them
to act (i.e. behave) in a
particular way
How Motivation
gets Created?

Needs create
motivation
Needs play a vital role to create tension within a customer as a
human and subsequently motivate (i.e. drive) to purchase various
products and services

Purchase &
Psychological Drive
Unsatisfied Needs Tension Consume 
(motivation)
Products & Services

Reduce Tension

Needs are directly influencing buying behavior. That is why 'Understanding customer Needs' has become an
utmost important for marketers – refer the Definition of Marketing
 "Unsatisfied needs is the origin
of human motivation" - this
statement is:
Quick
question a. Correct
b. Incorrect
 Needs

Human Needs Biogenic

(Physiological/Innate)
Psychogenic
(Psychological)

E.g. status, power,

E.g. hunger, thirst,
recognition,
shelter, sex,
relaxation, affiliation,
breathing, etc.
etc.
Why
Customers
Purchase
Shoes?
Why Customers
go to cinema?
How needs emerge?
Arousals of Needs
Needs get aroused (i.e. get created) by various stimuli (reasons or factors)

Internal stimuli External stimuli

Cognitive/Emotional
Biological stimuli from inside stimuli from
the body E.g. Hunger environment E.g. Reminder
about world's children day
Quick questions – check whether the following
statements are correct

a) Needs can be identified in two types – Biogenic and

Psychogenic
b) When needs emerge they can create a tension withing a
person
c) Customers purchase products and services due to biogenic
needs only
d) Some biogenic needs could be unconscious (e.g. Hunger,
Thirst, Sex, etc.)
When 'Needs' emerge,
and as a result of its
created tension, humans
get motivated to search
for various 'Goals' to
satisfy the needs
(WANTS)
 Wants can Satisfy Needs

'Wants'
Needs Motivation
(Goals)

Wants = Products and Services

Motivation - Part 2
Motivation ….Upto now
• Motivation is a psychological force which can impact on someone’s
behavior
• Customers purchase products and services as they are motivated to
buy them
• The origin of motivation is unfulfilled needs
• When NEEDS emerge customers get motivated to buy WANTS (i.e.
products and services)

'Wants'
Needs Motivation
(Goals)
 Can push or pull
Motivation is a
Psychological
force
Motivation can be either positive or negative

+ -
‘Money’ Investments in Sri Lanka
 Motivation Process

A lot Psychological factors

can impact on motivated
behaviour
Why do you think
Sri Lankans go for
Organic Fruits and
Vegetables now?
 What will Influence customers
motivation to buy Chocolates?

Taste –
Positive Impact PREVIOUS
EXPERIENCES
Motivation
Sugar – health
Negative Impact concerns -
LEARNING
Frustration
When people are motivated they behave in a
particular way. However if the behavior doesn’t
satisfy the need a FRUSTRATION will occur
Frustration
Frustration is the feeling that
results from failure to achieve
a goal
 07 Defense Mechanisms

Aggression Rationalization Regression Withdrawal Projection Day dreaming Identification

• Behave • Settle down • React with • Move away • Projecting • Satisfying • Identify
aggressively be finding immature from the the failure with similar goals
possible behaviour situation on others imagineries to try with
reasons
(rationale)
for the
failure
Purchasing a Land … if customers dissatisfied
 07 Defense Mechanisms

Aggression Rationalization Regression Withdrawal Projection Day dreaming Identification

• Behave • Settle down • React with • Move away • Projecting • Satisfying • Identify
aggressively be finding immature from the the failure with similar goals
possible behaviour situation on others imagineries to try with
reasons
(rationale)
for the
failure
 People use different
methods to overcome
frustration. These methods
How to Overcome are called as Defense
Frustration? Mechanisms
Maslow's Hierarchy
of Needs Theory
Hierarchy of
Needs Theory
There are 5 types of human

1 needs

Needs could be arranged in the

2 order (hierarchy) of fulfillment

Powerful needs are kept at the
bottom and they dominate

Needs are satisfied according an

3 order (hierarchically – Most

powerful needs first...)
Quick Questions
1. Write 3 products or services that customers would get motivated buy
when they feel ‘unsafe’

2. Assume you as the marketing manager of a supermarket. What steps

would you take to motivate customers to visit your supermarket more
and more?
The End