Introduction

Motivation is an important part for a marketer because it can influence consumer to

by product and to show positive reaction towards the marketer. Motivation is what
stimulates all human behavior. That why marketer need to know or research about
the behavior of consumer.
The study of consumers helps firms and organizations improve their marketing
strategies by understanding issues such as how:
1. The psychology of how consumers think, feel, reason, and select between
different alternatives (e.g., brands, products, and retailers!
". The psychology of how the consumer is influenced by his or her environment
(e.g., culture, family, signs, media!
#. The behavior of consumers while shopping or making other marketing
decisions!
$. %imitations in consumer knowledge or information processing abilities influence
decisions and marketing outcome!
&. 'ow consumer motivation and decision strategies differ between products that
differ in their level of importance or interest that they entail for the consumer! and
(. 'ow marketers can adapt and improve their marketing campaigns and
marketing strategies to more effectively reach the consumer.
The needs or motives which are at the root of the motivation process are of
different types. )hysiological needs or primary needs include the need for air,
water, food, clothing, shelter and se*, while psychological or secondary needs
include the need for affection, status, security, etc.
+t is very important for the marketers to know the motives influencing the
consumer as they initiate and direct all human behavior (including consumer
behavior. Theories of motivation also help marketers in understanding how
consumers, consumption is influenced by their needs.
-braham Maslow tried to arrange such significant needs into a hierarchy of five
levels, depending on the relative importance of the needs to a person. The five
levels of needs given by him are 1 physiological needs, " safety needs, # social
needs, $ egoistic or self esteem needs and finally & self actualization needs.
1
Needs hierarchy theory of Abraham Maslow
There are five different levels in Maslow.s hierarchy of needs:
Physiological Needs
These include the most basic needs that are vital to survival, such as the need for
water, air, food and sleep. Maslow believed that these needs are the most basic and
instinctive needs in the hierarchy because all needs become secondary until these
physiological needs are met.
Security Needs
These include needs for safety and security. /ecurity needs are important for
survival, but they are not as demanding as the physiological needs. 0*amples of
security needs include a desire for steady employment, health insurance, safe
neighborhoods and shelter from the environment.
Social Needs
These include needs for belonging, love and affection. Maslow considered these
needs to be less basic than physiological and security needs. 1elationships such as
friendships, romantic attachments and families help fulfill this need for
companionship and acceptance, as does involvement in social, community or
religious groups.
Esteem Needs
-fter the first three needs have been satisfied, esteem needs becomes increasingly
important. These include the need for things that reflect on self2esteem, personal
worth, social recognition and accomplishment.
Self-actualizing Needs
This is the highest level of Maslow.s hierarchy of needs. /elf2actualizing people
are self2aware, concerned with personal growth, less concerned with the opinions
of others and interested fulfilling their potential.
"
There are two types of needs
1. +nnate or primary needs
". -c3uired or secondary needs
4rom Maslow.s theory we can say that physiological needs and safety needs are
innate needs and social 5eeds, esteem 5eeds and self2actualizing 5eeds are
ac3uired needs.
There is another theory of motivation deal with three kinds of needs which called
trio of need
1. 5eed for power
". need for affiliation
#. need for achievement
)eople set their goals on the basis of their need. )eople set goals to meet or
fulfill their needs. /o there is a connection between needs and goals.
Needs and goals are interdependent
)eople are often not aware of their needs as they are of their goals. /uch as, we
want to use facebook. +t.s our goals but why we want to use facebook6 7e don.t
care. 7e want use facebook because we want to 8oin a number of chat groups
online to meet new friend which is our need. - person may not consciously be
aware of a power need but may choose to run for public office when as elective
position becomes available. +ndividuals are usually somewhat more aware of their
physiological needs than they are of their psychological needs.
#
Types of motiation
There are two types of motivation
!" Positie motiation# a driving force towards some condition.
$" Negatie motiation# a driving force away some ob8ects or condition.
Three dynamics of motiation
!" 5eeds are never fully satisfied
$" 5ew needs emerge as old needs are satisfies.
%" /uccess and failure influence goals.
These needs play an important role in influencing consumer behavior. Motivational
conflict is a concept which deals with the conflicting motives of the customers.
'ere the marketer tries to pro8ect the product as a solution to such conflicts.
7ith motivation being such a ma8or influence on consumption pattern of the
customer, there is a strong need to study it as part of marketing research.
9ualitative techni3ues of observation, focus groups and in2depth interview and
analysis are used to understand the latent motives of a consumer. The level of
involvement (how interested the consumer was about a product determines the
degree of motivation a consumer had to buy that product. The source of stimulation
and the particular situation the consumer is in when he or she comes into contact
with the product also determine the level of involvement.
$
&rustration and 'efense mechanism
- person has many goals and these goals are never ending and a failure to satisfy
them sometimes leads to frustration. 4ailure to achive a goal often results in
feelings of frustration. -fter failure a person can substitute his goal or may take
some defense mechanism. :efense mechanisms are taken to protect ones egos
from feelings of failure when they do not attain their goals. The defense
mechanisms are given below:
!" (ationalization 2 /ubconscious 8ustifications, e*cuses or reasonings given to
make a behavior seem logical 22 ;- student fails the final he didn,t study for and
says... ;+ couldn,t have passed it anyway 2 that teacher has it in for me.;
1ationalization is included at the beginning of any list of defense mechanisms
because it,s so fre3uently recognized as ;being defensive;.
$" Pro)ection - -ttempts to banish or ;disown; unwanted and disliked thoughts,
behaviors, and even ;parts of self; by pro8ecting or attributing them to someone
else. May be as simple as blaming someone else 2 ;'e should have let me off on
that ticket but that cop was trying to fill his monthly 3uota.; <r as comple* as
seeing and e*periencing a repressed or ;disowned; part of self in another person 2
e.g., an e*cessively passive person marries an e*cessively angry person 2 both
e*perience their disowned ;part; in the other.
%" Identification - -n ability available very early in life that children use to attach
themselves to certain 3ualities, emotions, and attitudes of someone else...especially
during themodeling period between eight and thirteen. This helps the child further
develop the -dult 0go /tate and the )arent 0go /tate. The unconscious modeling
of one.s self upon another person.s character and behavior, or conscious efforts to
model and conform to a group. /uch as: mimicking another.s dress, or
mannerisms.
*" (epression - )ainful, frightening, or threatening emotions, memories, impulses
or drives that are subconsciously pushed or ;stuffed; deep inside. +t takes a lot of
energy to keep material ;stuffed;...energy that could be used for more productive
living. 'ealthy if the person does not have the psychological resources available to
deal with it.
&
+" (egression - =iving up current level of development and going back to a prior
level... and older child under stress begins wetting the bed or sucking a thumb after
a long period without that behavior. +n e*treme cases of )T/: an adult could
regress into a child2like ego2state and curl up in a fetal position on the floor unable
to communicate.
," -ithdrawal: >ecoming emotionally uninvolved by pulling back and being
passive. 4rustration may be resolved by simply withdrawing from the situation.
/uch as, a person who has difficulty achieving officer status in an organization
may decide he can use his time more constructively in other activities and simply
3uit that organization.
.. Aggression- +n response to frustration individual may resort to aggressive
behavior in attempting to protect their self esteem. /uch as, tennis pro who slams
his tennis racket to the ground when disappointed with his game. /o consumer may
boycotts of companies or stores.
Seen types of /onsumer (is0s
4inancial
)erformance
)hysical
)sychological
/ocial
Time
<pportunity %oss
The Motiation to Aoid (is0
)erceived risk is a consumer.s perception of the overall negativity of a
course of action based upon as assessment of the possible negative
outcomes and of the likelihood that these outcomes will occur.
)erceived risk consists of two ma8or concepts 2 the negative outcomes
of a decision and the probability these outcomes will occur.
(
The Motiation to Attribute /ausality
-ttribution theory describes the processes through which people make
determinations of the causality of action.
+nternal attribution is when a consumer decides that an endorser
recommended the product because he or she actually liked the
product.
0*ternal attribution is when a consumer decides that an endorser
recommended the product because he or she was paid for endorsing it.
Mar0eter Applications of Motiation
Positioning1differentiation# use discriminative stimuli distinguish one
brand from another.
Enironmental analysis: identify the reinforces and punishers that impact
consumers! identify factors that influence risk perception.
Mar0et research# measure motivational needs (e.g., Mc?lelland.s needs
and need for arousal, measure risk perception.
Mar0eting mi2# use motivational needs to design products (e.g., safe cars
and to develop promotional strategy that meets needs. :evelop messages to
influence consumer attributions. @se in2store promotions to prime
consumers.
Three important ideas#
1. )eople are viewed as symbolic beings who foresee the probable conse3uences
of their behavior.
". )eople learn by watching the actions of others and the conse3uences of these
actions (i.e. vicarious learning.
#. )eople have the ability to regulate their own behavior.
A