CONSUMER MOTIVATION The drive to satisfy need and

CONSUMER MOTIVATION The drive to satisfy need and wants both physiological and psychological through the purchase and use of products and services

THE MOTIVATION PROCESS DRIVE Re Driv du e cti on ed tio e N ula g e n R NEED O G O VI HA BE R Goal Attainmen t AL sion Ten ion uct Red Man ifest atio n of Des ire WANT

ERNEST DICHTER MODEL CONSUMPTION MOTIVE EXAMPLES 1. Power – Masculinity – Virility Power tools, coffee, red meat, razor 2. Security Ice cream, hospital care 3. Eroticism Sweets, red convertible car, gloves 4. Moral purity – Cleanliness Soap, cotton fabric, cleaning chemicals 5. Social acceptance Ice cream, coffee, toys 6. Individuality Gourmet food, foreign cars 7. Status Scotch whisky, luxury cars, fashion 8. Femininity Cakes, cookies, dolls, silks 9. Reward Candy ice cream, cigarettes, alcohol 10. Mastery over Kitchen appliances, sporting

JAGDISH SHETH MODEL PURCHASE OF A NEW CAR MOTIVES EXAMPLES 1. Fuel efficiency, reliability, FUNCTIONAL roominess, safety 2. AESTHETIC Because of style, color, shape 3. SOCIAL Because image reflects reference group 4. Because of heavy discount SITUATIONAL 5. CURIOSITY Because it is a new experience

CONSUMER DECISION MAKING CONSUMERS’ NEEDS • Functional • Aesthetic • Social • Situational • Curiosity SELECT A GENERIC CATEGORY MAKE A MODEL CHOICE MAKE A SPECIFIC CHOICE

THREE CONFLICT FORMS 1. APPROACH-APPROACH CONFLICT Consumer faces a dilemma of choosing between or among alternatives that appear equally attractive 2. APPROACH-AVOIDANCE CONFLICT The same goal has both positive and negative characteristics 3. AVOIDANCE-AVOIDANCE CONFLICT Consumer faces two negative alternatives

O O U NS TI S C VA IO TI O N M SU BC NG N CI DU ED TIO IN E NI N G CO RE TRIGGERING CONSUMER MOTIVES NEED – BENEFIT SEGMENTATI

EMOTIONS Affective responses that reflect the activation of deep-seated and value-laden beliefs within the consumer Ad content Emotional Response Attitude towards Ad Attitude towards Brand

SOME COMMON EMOTIONS • Anger • Humor • Warmth

MOOD An affective state that is general and pervasive, and usually less intense than emotions

EFFECTS Recall of marketplace stimuli CAUSES SERVICE ENCOUNTERS P-O-P STIMULI COMMUNICATION MOOD STATES Evaluation of marketplace stimuli Behavior in relation to marketplace stimuli Variety seeking Shopping behavior

EFFECTS OF MOOD ON…. CONSUMER RECALL • Retrieval is a function of positive cues CONSUMER EVALUATION • Bias more in the case of packaged goods CONSUMER BEHAVIOR • Positive moods seek variety and willingness to try new things

INVOLVEMENT A heightened state of awareness that motivates consumers to seek out , attend to and think about product information prior to purchase

INVOLVEMENT TYPES SITUATIONAL • Temporary and specific to a product or situation ENDURING • Feelings experienced towards a product category that are persistent over a period of time and across different situations

INVOLVEMENT CAUSES • Personal factors • Product factors • Situational factors

INVOLVEMENT EFFECTS INFORMATION SEARCH • The higher the involvement the deeper the search INFORMATION PROCESSING • Depth of Comprehension • Extent of elaboration • Extent of emotional arousal • Information transmission

PRODUCT Vs BRAND INVOLVEMENT HIG H BRAND LOYALIS TS INFORMATIO N SEEKERS LOW HIG H ROUTINE BRAND BUYERS BRAND SWITCHER S PRODUCT INVOLVEMENT LOW