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22 September 2013 1

Consumer Behaviour

Deepak Sonpar

[email protected]

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Motivation

Motivation a driving force within an individual

that impels him into action

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Learning

Needs

wants,and

desires

Tension

Goal or

needfulfill-

ment

Drive Behavior

Cognitive

processes

Tension

reduction

Model of the Motivation Process

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The Motivation Process

Motivation: the process that leads us to behave

they way we do

Need creates tension

Tension creates drive to reduce/eliminate need Desired end state = consumers goal

Products/services provide desired end state and

reduce tension

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Type of needs

Innate Needs

Physiological (or biogenic) needs that areconsidered primary needs or motives

Acquired needs

Generally psychological needs that are

considered secondary needs or motives

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Physiological Needs

(Food, water, air, shelter, sex)

Safety and Security Needs

(Protection, order, stability)

Social Needs

(affection, friendship, belonging)

Ego Needs

(Prestige, status, self esteem)

Self-Actualization

(Self-fulfillment)

Maslows Hierarchy of Needs

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Classifying Consumer needs

Trio of needs

Power,

Affiliation,

Achievement

Uniqueness

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Goals

Generic Goals the general categories of goals that consumers

see as a way to fulfill their needs

e.g., I want to get a graduate degree.

Product-Specific Goals the specifically branded products or services that

consumers select as their goals e.g., I want to get an MBA in Marketing from

Kellogg School of Management.

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The Selection of Goals

The goals selected by an individual dependon their: Personal experiences

Physical capacity

Prevailing cultural norms and values

Goals accessibility in the physical and socialenvironment

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The Dynamic Nature of Motivation

Needs are never fully satisfied

New needs emerge as old needs are

satisfied People who achieve their goals set new

and higher goals for themselves

New and higher goals motivatebehaviour

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Frustration

Failure to achievea goal may result

in frustration.

Some adapt;others adopt

defense

mechanisms to

protect their ego.

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DefenseMechanism

Methods by whichpeople mentally

redefine

frustratingsituations to

protect their self-

images and their

self-esteem.

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Bibliography

Schiffman, L., and Kanuk, L., 2007 Consumer Behavior, 9thedition, Prentice Hall, New Jersey.

Michael R. Solomon, 2009, Consumer Behavior: Buying,Having and Being, 8th edition, Prentice Hall, New Jersey