Consumer CCE 2

Behaviour

NAME : Ananya Tiwari

CLASS : BBA III A
ROLL NO. : 20011025
SUBMITTED TO : Dr. Laila Simon Ma’am
CONSUME
R
MOTIVATI
ON
 PRINCIPLES OF MOTIVATION
INSTICT
DRIVE
EXPECTANCY
THEORY THEORY THEORY
Expectancy theory of The instinct theory of Drive theory of
motivation suggests motivation suggests motivation suggests
that individuals are that behavior is driven that individuals are
motivated by the by innate, biological motivated by biological
belief that their effort instincts that are needs such as hunger,
will lead to good inherent in all humans thirst, and pleasure.
performance, good and animals. These These needs create a
performance will lead instincts are thought to state of tension, or
to desired outcomes, be universal and drive, that the
and those outcomes provide the basis for individual is motivated
will be valuable to fundamental behaviors to reduce by seeking
them. such as aggression, out specific behaviors
mating, and survival. or actions that will
satisfy the need and
restore balance.

Ananya Tiwari
MODEL OF MOTIVATION PROCESS

ANANYA TIWARI
 CONCEPT OF NEED
 Needs refer to the basic human requirements for
survival and well-being.
 Maslow's Hierarchy of Needs theory suggests that
needs can be categorized into physiological, safety,
love/belonging, esteem, and self-actualization.
 Marketers use needs as a basis for developing
products and marketing strategies to satisfy them.
 Needs can also be influenced by cultural, social,
and individual factors.
 Understanding consumers' needs is crucial for
successful marketing and advertising.

ANANYA TIWARI
MASLOWS NEED HIREARCHY
THEORY :
Maslow's Need Theory, also known as
Maslow's Hierarchy of Needs, proposes
that individuals have a hierarchy of
needs that motivate behavior. The
hierarchy is arranged in a pyramid
shape, with the most basic
physiological needs such as food,
water, and shelter at the bottom and
self-actualization needs at the top.
Individuals must first satisfy lower
level needs before they can progress to
higher level needs. Maslow's theory
suggests that once individuals have
satisfied their basic needs, they are
motivated to pursue higher level needs
such as self-esteem and self-
actualization, which involve personal
growth and fulfillment.
CONSUME
R
PERCEPTI
ON
 CONSUMER
•
PERCEPTION
Consumer perception is the process by which individuals select,
organize, and interpret information to create a meaningful
understanding of the world.
• Perception is influenced by factors such as past experiences,
attitudes, and expectations.
• Consumers use perception to make decisions about products,
services, and brands.
• Marketers can influence perception through advertising, packaging,
and product design.
• Perceived quality, value, and satisfaction are key factors in shaping
consumer behavior.
ANANYA TIWARI
 PERCEPTION
PROCESS

ANANYA TIWARI
 STAGES OF CONSUMER PERCEPTION PROCESS :
• Exposure: Occurs when a consumer comes into
contact with a stimulus, such as an
advertisement or product, through their senses.
• Attention: Refers to the process by which the
consumer focuses on the stimulus, filters out
distractions, and allocates cognitive resources.
• Retention: Involves the process of storing
information in memory after exposure to a
stimulus.
• Interpretation: Refers to the process by which
the consumer assigns meaning to the stimulus
based on their prior knowledge, experiences, and
expectations.
ANANYA TIWARI
 CONCLUSION
Consumer motivation, needs, and perception are important factors
that influence consumer behavior. Marketers must understand what
motivates consumers, their needs, and how they perceive products or
services to create effective marketing strategies. Consumers are
motivated by various factors such as physiological, safety, social,
esteem, and self-actualization needs. Needs trigger perception, which
is the process of selecting, organizing, and interpreting information
to create a meaningful and coherent understanding of the world.
Understanding consumer motivation, needs, and perception can help
marketers create products that meet the needs of their target audience
and effectively communicate their value proposition.

ANANYA TIWARI
 THANK YOU !

ANANYA TIWARI