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  • CB - Module 2 - Motivation Full Module

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    Sukanya Som
    18 views11 pages
    The document discusses consumer motivation and behavior. It explains that a gap between a consumer's current situation and goals creates needs that motivate behavior. Motivation can be positive or negative, rational or emotional. Needs are never fully satisfied and new needs emerge as old ones are met. Motivation is aroused through physiological, emotional, cognitive and environmental factors. The hierarchy of needs model proposes that needs are arranged in a pyramid from basic physiological needs to safety, love, esteem and self-actualization needs. Products and positioning target different levels of consumer needs.

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    The document discusses consumer motivation and behavior. It explains that a gap between a consumer's current situation and goals creates needs that motivate behavior. Motivation can be positive or negative, rational or emotional. Needs are never fully satisfied and new needs emerge as old ones are met. Motivation is aroused through physiological, emotional, cognitive and environmental factors. The hierarchy of needs model proposes that needs are arranged in a pyramid from basic physiological needs to safety, love, esteem and self-actualization needs. Products and positioning target different levels of consumer needs.

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    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
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    18 views11 pages

    CB - Module 2 - Motivation Full Module

    Uploaded by

    Sukanya Som
    The document discusses consumer motivation and behavior. It explains that a gap between a consumer's current situation and goals creates needs that motivate behavior. Motivation can be positive or negative, rational or emotional. Needs are never fully satisfied and new needs emerge as old ones are met. Motivation is aroused through physiological, emotional, cognitive and environmental factors. The hierarchy of needs model proposes that needs are arranged in a pyramid from basic physiological needs to safety, love, esteem and self-actualization needs. Products and positioning target different levels of consumer needs.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 11

    Consumer Behaviour

    NPD
    Consumer Motivation

    D. Sangeeta
    Feb 2014

    1
    D. Sangeeta. Feb2014. All rights reserved
    Consumer Behaviour. Motivation
    Consumer Motivation

    Current Scenario Gap between Current Goal


    Scenario and Goal

    Need Interdependent
    (Gap between Current Scenario and
    Goal gives rise to Need)

    The larger the gap, the Generic Goals I Product


    Motivate
    stronger Need, and want to look Specific Goals:
    therefore the behaviour (Need generates Motivation) beautiful I want to look
    is more Motivated. like Aishwariya
    Rai

    Behaviour
    (Motivation energizes a particular
    Behaviour….Consumer Behaviour!)

    2
    D. Sangeeta. Feb2014. All rights reserved
    Consumer Behaviour. Motivation
    Consumer Motivation

    Types of Motivation

    Negative Motivation Positive Motivation

    “Beta so jao nahi to Gabbar “Beta so jao tabhi to acche


    Singh Aa Jayega” sapnay dekhega”
    Emotional Motivation
    “Sleep sonny, or the monster will “Sleep sonny, and you will see
    come to catch you” sweet dreams”

    “Beta abhi so jao, nahi to kal “Beta abhi so jao, tabhi to kal
    class main soyega aur teacher fresh lagega”
    se daant milegi”
    Rational Motivation
    “Sleep sonny, else don’t blame “Sleep sonny, and you will get up
    me if the teacher catches you fresh as a daisy tomorrow”
    napping in class”

    3
    D. Sangeeta. Feb2014. All rights reserved
    Consumer Behaviour. Motivation
    Dynamics of Motivation

    Needs are never fully satisfied. New needs emerge as old


    needs are satisfied

    4
    D. Sangeeta. Feb2014. All rights reserved
    Consumer Behaviour. Motivation
    Dynamics of Motivation

    Success and failure influence Goals : Substitute Goals : failure often leads to
    failure of goals results in frustration Substitute Goals

    5
    D. Sangeeta. Feb2014. All rights reserved
    Consumer Behaviour. Motivation
    Dynamics of Motivation

    Arousal of Motives

    1. Physiological Arousal 2. Emotional Arousal

    6
    D. Sangeeta. Feb2014. All rights reserved
    Consumer Behaviour. Motivation
    Dynamics of Motivation

    Arousal of Motives

    3. Cognitive Arousal 4. Environmental Arousal

    7
    D. Sangeeta. Feb2014. All rights reserved
    Consumer Behaviour. Motivation
    Consumer Behaviour

    NPD
    Consumer Motivation

    Part 2

    D. Sangeeta
    Feb 2014

    8
    D. Sangeeta. Feb2014. All rights reserved
    Consumer Behaviour. Motivation
    Consumer Motivation – Types of Needs

    Hierarchy of Needs

    Dr. Abraham Maslow

    9
    D. Sangeeta. Feb2014. All rights reserved
    Consumer Behaviour. Motivation
    Consumer Motivation – Types of Needs

    Maslow’s Hierarchy of Needs


    Products catering to each need Positioning catering to each need

    10
    D. Sangeeta. Feb2014. All rights reserved
    Consumer Behaviour. Motivation
    See you soon!

    11
    D. Sangeeta. Feb2014. All rights reserved
    Consumer Behaviour. Motivation

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