LEARNING OBJECTIVES:

To define what is motivation and motivation process.

To understand the importance of motivation on the
performance of a sales person.
What motivates a buyer and reason to act.
To discuss the different Theories of Motivation.
 CHAPTER 4

CONSUMER MOTIVATION
 MOTIVATION

According to Walker, Churchill, and Ford:

- It is the amount of effort the salesman
desires to expend on each of the activities
or tasks associates with his job.
 MOTIVATIONAL PROCESS
NEEDS/WANTS
(TENSION)

GOAL-DIRECTED BEHAVIOR

GOAL ACHIEVEMENT

REDUCED TENSION
 WHY WE NEED TO MOTIVATE
SALES PERSON

1. Keep the Salesman’s morale high in

the face of adversities.
2. Motivate the Salesman to exploit his
potentials to the fullest.
 WHAT MOTIVATES A BUYER AND
REASONS TO ACT?
EXTERNAL FORCES
– are the sum total of an individual‘s social environment. These
includes nationality, geographical area of residence, race, religion,
occupation, income, products being sold, price and advertising.
INTERNAL FORCES
1.) Rational Motives – they are motives that involve conscious
reasoning about a course of action. Reason or intelligence is
involved in the purchase decision.
 Economy
 Desire of quality
 Convenience
2.) Emotional Motives – these are irrational motives which prompt the
buyers to buy a certain product. These motives may be caused by
suggestions, descriptions or association of ideas.
 Ease and convenience
 Profit and thrift
 Safety and protection
 Play and relaxation
 Pride and prestige
 Love and Affection
 Sex and Romance
 Adventure and Excitement
 Other random emotional buyers motives
 4 BASIC DENOMINATORS
OF DESIRE

1) Physiological or Biological Needs

2) Self-fulfillment Needs
3) Social Needs
4) Psychological Needs
 REASONS WHY PEOPLE BUY INDUSTRIAL
AND COMMERCIAL PRODUCTS

1. Profit
2. Economy
3. Uniformity of output (uniform sizes, quality and
color)
4. Flexibility
5. Saleable
6. Protection
7. Utility
 MOTIVES WHY PEOPLE BUY
FROM A CERTAIN STORE
 Convenience of Location
 Price
 Service of Merchandise
 Sales Personnel
 Reciprocity
 Quality
 THEORIES OF MOTIVATION
 Maslow’s Hierarchy of Needs Theory
- Advocated by Abraham H. Maslow Self-
Actualization

Two premises: Self

1. Human behavior are motivated by Esteem
their own desire to satisfy certain
needs. Belongingness
& Love Needs
2. The needs of individual are
universal. As the lower needs are Safety and Security
satisfied, behavior is motivated to Needs
satisfy the next level of need.
Physiological Needs
 Achievement Motivation Theory
- Advocated by Henry A. Murray and David C.
McClelland, this is also known as Need
Achievement Theory which states that the
major portion of an individual’s will perform
can be explained by the intensity of his or her
need for achievement.
 Motivation-Hygiene Theory
- researched by Frederic Herzberg, this is also known as the
Two Factor Theory and Dual Factor Theory.
- The factors involved in producing job satisfaction and
motivation are quite different from the factors involved in
producing job dissatisfaction.

Two groups involved in this theory:

1. One group calls for pain and the various steps an individual
will undertake to avoid pain.
2. Psychological in nature and involves the need to grow and to
achieve.
 Expectancy/Valence Theory
- Expounded by Victor H. Vroom.
- It is more concentrated in understanding the process or
dynamic relationships among the variables as they affect the
individual behavior.
- This theory states that the “motivational force to perform-or-
effort is a multiplicative force function of the expectancies, or
beliefs, that individuals have concerning future outcomes
times the value they place on those outcomes”.
 Reinforcement Theory
- Advocated by B.F. Skinner.
- Also known as Operant Conditioning.
- This theory presupposes that human behavior can be subjected to
change, can be molded or conditioned, by controlling the reward
structures of various forms of behavior better known as the “Positive
Reinforcement”.

Some of the Don’ts in Reinforcement Behavior:

1. Don’t reward all sales people in the same manner.
2. Don’t fail to respond to reinforcing opportunities.
3. Be sure the salesperson understands what behavior will be rewarded.
4. Don’t fail to tell the salesperson why he or she is not being rewarded.
 REFERENCES
 SALESMANSHIP BY LILIA B. ARANTE & JULITA R. GOMEZ
 https://www.slideshare.net
 https://advancesellingskillsacademy.wordpress.com/2014/09/
02/principles-of-professional-salesmanship/
 https://blog.hubspot.com/sales/motivational-quotes-sales-
drive-2015
 https://contactzilla.com/blog/5-psychological-theories-
motivation-increase-productivity/
 https://iedunote.com/motivation-process
 http://www.businessstudynotes.com/hrm/human-resource-
management/discuss-the-process-of-motivation-in-detail
 https://iedunote.com/motivation-process
 http://www.businessstudynotes.com/hrm/human-resource-
management/discuss-the-process-of-motivation-in-detail
 https://iedunote.com/motivation-process
 www.businessstudynotes.com/hrm/human-resource-
management/discuss-the-process-of-motivation-in-detail
 www.wordcloude.com
 www.google.com

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