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Consumer Motivation

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Needs: can be primary needs or acquired needs. Goals: Specific objectives that serve as a motivation, since they are highly desired. The underlying need may be the same, but the goals as expressed by the individual would depend on several factors. Motivation can be positive or negative. Either way, marketers tend to appeal to both types of motivation as they deem fit. Motives of the customer can be rational or emotional. But then even that is a personal view. And marketers again can take advantage of the specific type of motive to appeal to the customer.

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Consumer Motivation
Learning

Unfulfilled needs , wants , desires

Tensio n

Drive

Behavio r

Goal / need fulfillment

Cognitive processes

Tension reduction

Consumer Motivation

Needs are never fully satisfied, moreover, new needs emerge as old needs are satisfied. Success and failure do influence goals; those who succeed gain the confidence to set higher goals for themselves, while those who fail tend to adjust to the situation and set lower goals. The implication for the product: If customer feels he got what the product promised, he may be willing to spend more on a higher model in future. Else, he may be quite happy with a lower model.

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Consumer Motivation
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When goals are not attained, people behave in the following ways: 1) Develop substitute goals 2) Get frustrated. Some people may cope with it well and regard it as a personal failure. 3) Other individuals develop defence mechanisms to ensure that their self esteem is intact.

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Motives may remain dormant often, and can be aroused either by internal stimulus or by external stimulus (can be the company or a range of other actors at work).

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Consumer Motivation
Self Actualisat ion

Ego Needs

Social Needs S a fe ty & S e cu ri N e e d s ty

Physiological Needs

Consumer motivation

Positioning applications  Positioning a product is important as it decides how the product is perceived by prospective customers. 
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While deciding how & where to position the product, it is important to find out an unsatisfied need of the customer.

NEEDS’ TRINITY
1. POWER NEED  Describes an individual’s inert desire to control his environment, people and objects around him.

2. AFFILIATION NEED  Describes how an individual’s behaviour is influenced by his desire to affiliate himself with strong characters such as his desire for friendship, acceptance, et al.  3. ACHIEVEMENT NEED  Describes an individual’s needs in terms of personal accomplishments . For instance professionally successful.

Consumer motivation

Consumer motivation

Consumer motivation