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Motivation is an important factor that influences consumer behavior. Marketers need to understand consumer motivation and psychology to improve their marketing strategies. Abraham Maslow's hierarchy of needs theory categorizes needs into five levels from basic physiological needs to self-actualization needs. Understanding consumer needs and motivations helps marketers develop products and messages that fulfill those needs. Frustration can occur when needs are not met, and people may use defense mechanisms like rationalization or projection to protect their ego. Motivation to avoid risk is also a key factor in consumer decision-making.
Motivation is an important factor that influences consumer behavior. Marketers need to understand consumer motivation and psychology to improve their marketing strategies. Abraham Maslow's hierarchy of needs theory categorizes needs into five levels from basic physiological needs to self-actualization needs. Understanding consumer needs and motivations helps marketers develop products and messages that fulfill those needs. Frustration can occur when needs are not met, and people may use defense mechanisms like rationalization or projection to protect their ego. Motivation to avoid risk is also a key factor in consumer decision-making.
Motivation is an important factor that influences consumer behavior. Marketers need to understand consumer motivation and psychology to improve their marketing strategies. Abraham Maslow's hierarchy of needs theory categorizes needs into five levels from basic physiological needs to self-actualization needs. Understanding consumer needs and motivations helps marketers develop products and messages that fulfill those needs. Frustration can occur when needs are not met, and people may use defense mechanisms like rationalization or projection to protect their ego. Motivation to avoid risk is also a key factor in consumer decision-making.
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
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