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Prof. Sharad Kamra, Faculty Marketing, ICFAI UNIVERSITY, JAIPUR

Consumer behavior

Application of Motivation in Marketing

Motivation is a basic psychological process which has its relevance to Marketing alongwith other behavioural approaches such as Perception, Personality, Attitudes and learning. Motivation is derived from the latin word Movere which means To Move Motivation is a process which starts with a physiological/Psychological deficiency or need that activates a behaviour or a drive that is aimed at a goal or an incentive.

Key words

Aims Needs

Goals Drives

Wants

Motives

Desires

Consumer

Incentives

MOTIVES

Consumer behaviour
PRIMARY PHYSIOLOGICALLY BASED/ UNLEARNED MOTIVES SECONDARY

AVOIDANCE OF PAIN/ REDUCING TENSION/ STIMULATION HUNGER , THIRST, SLEEP, SEX

GENERAL

STIMULANTS

Needs set up Drives aimed at Incentives

Needs

Incentives
Drives

THE STIMULUS RESPONSE MODEL

CONSUMER BEHAVIOUR
Other Stimuli Product Price Place Promotion Market Stimuli Economic Technological Political Cultural Cultural Social Personal Psychological Buyer Characterstics Buyers Decision making Process Problem Recognition Information Search Evaluation Decision Post Purchase Behaviour Product Choice Brand Choice Dealer Choice Purchase Timing Purchase Budget Buyers Decision

Factors Influencing buyer behavior

Cultural
Culture Sub culture Social Class

Social
Reference Groups Family Roles & Status

Personal
Age & Lifecycle stage Occupation Economic circumstances Lifestyle Personality & Self concept

Psychological
Motivation Perception Learning Beliefs & Attitudes

Buyer

Consumer Personality
What is Personality The inner psychological characteristics that both determine and reflect how a person responds to his/her environment The nature of Personality Personality reflects individual differences Personality is consistent and enduring Personality can change
As a result of gradual maturing process Major events of life such as marriage, birth of a child,

promotion etc.

Theories of Personality
Freudian theory Jungian theory

Neo Freudian theory

Trait theory

Freudian theory
Psycho analytic theory of Personality Unconscious needs or desires The sexual or biological activities/drives Id, ego, super ego Id- impulse drives Super ego individuals expression of societys moral & ethical code of conduct. It controls id. Ego Individuals conscious control. It maintains the balance of two

Stages of Personality Development

Oral Anal

Phallic

Latevey

Genital