Consumer motivation by tempvaltemp

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									Consumer motivation
 Companies can define themselves as
product oriented versus need oriented
• Hotel
• Cosmetics
• Medicines
Motivation as a psychological force
Driving force which compels a human being to
  action
                   Needs
• Innate needs
• Acquired needs
                         Goals
• Generic
• Product specific
Superordinate, focal and subordinate

Selection of goals is based on
• Personal experiences
• Physical capacity
• Cultural norms
• Values
• Goals accessibility in the physical and social
  environment
 Interdependence of needs and goals
• Intrinsic and extrinsic benefits( compulsive
  buying)
• Awareness of physiological needsmore than
  psychological needs
 Positive and negative motivation
• Approach object(positive goal)
• Avoidance object( Negative goal)
        Dynamics of motivation
• Needs are never fully satisfied
• New needs emerge as old needs are satisfied
• Success and failure influence goals
Substitute goals
Frustration : Defense mechanism (aggression,
  rationalization, regression, withdrawal,
  projection, daydreaming, identification,
  repression)
• Multiplicity of needs and variation of goals
                         Types
•   Physiological needs
•   Safety and health needs
•   The need for love and companionship
•   The need for financial resources and security
•   Need for pleasure
•   Social image needs
•   The need to possess
•   The need to give
•   The need for information
•   Need for variety
            Arousal of motives
•   Physiological
•   Emotional
•   Cognitive
•   enviornmental
          Motivating consumers
•   Overcoming price barriers
•   Provide other incentives
•   Implement a loyalty program
•   Enhance perceived risk arousing consumers
    curiosity

								
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