Consumer Behaviour - Motivation
CHAPTER 2 – MOTIVATION
MOTIVATION
1. NEEDS- Why do consumers do what they need to do?
2. MOTIVATION- is the driving force within individuals that compels them to action.
Motivation (in consumer behaviour)- what leads the consumer to search, but, consume and dispose of products.
3. GOALS- What do consumers want to achieve? i.e. desired ends
4. LAYERS OF REASONS: means-end-analysis
NEEDS
Need- any human requirement
Type of Need
Definition
Example
Application
Innate aka biogenic or primary needs
Are physiological (i.e. biogenic)
Food, water, air, clothing, shelter and sex.
Executive- needs a house
Acquired
aka psychogenic (psychological) secondary needs or motives
Learning in response to culture and environment.
Esteem, prestige, power, or learning.
Social needs- entertain large groups of people.
Ego needs- exclusive community
When satisfying a primary need, the selection made will satisfy a secondary need.
HIERARCHY OF NEEDS
MASLOW’S HIERARCHY OF NEEDS
Lower needs must be satisfied first before new (and higher) level need emerges.
A lower need will become temporarily dominant if a lower need is newly deprived.
Type of Need
Definition
Example
Physiological Needs (Biogenic)
Food, water, air, shelter & sex
Health foods, medicines and low-fat products
Safety & Security Needs
Protection, order & stability, order, stability, familiarity.
e.g. Australian union movement
Insurance, preventive medical medical services
Social Needs
Affection, friendship, belonging, acceptance, affiliation
Personal care, grooming products
Ego Needs
Inward- self acceptance, self-esteem, success, independence and personal satisfaction
Outward- prestige, reputation, status and recognition from others
Power
Luxury goods
Self-actualisation
Desire to reach our full potential
Can be creative urge
Advertisements for art lessons, banking services and new graduate recruitment
APPLICATION TO MARKETING
Segmentation Analysis
MOTIVATION
1. NEEDS- Why do consumers do what they need to do?
2. MOTIVATION- is the driving force within individuals that compels them to action.
Motivation (in consumer behaviour)- what leads the consumer to search, but, consume and dispose of products.
3. GOALS- What do consumers want to achieve? i.e. desired ends
4. LAYERS OF REASONS: means-end-analysis
NEEDS
Need- any human requirement
Type of Need
Definition
Example
Application
Innate aka biogenic or primary needs
Are physiological (i.e. biogenic)
Food, water, air, clothing, shelter and sex.
Executive- needs a house
Acquired
aka psychogenic (psychological) secondary needs or motives
Learning in response to culture and environment.
Esteem, prestige, power, or learning.
Social needs- entertain large groups of people.
Ego needs- exclusive community
When satisfying a primary need, the selection made will satisfy a secondary need.
HIERARCHY OF NEEDS
MASLOW’S HIERARCHY OF NEEDS
Lower needs must be satisfied first before new (and higher) level need emerges.
A lower need will become temporarily dominant if a lower need is newly deprived.
Type of Need
Definition
Example
Physiological Needs (Biogenic)
Food, water, air, shelter & sex
Health foods, medicines and low-fat products
Safety & Security Needs
Protection, order & stability, order, stability, familiarity.
e.g. Australian union movement
Insurance, preventive medical medical services
Social Needs
Affection, friendship, belonging, acceptance, affiliation
Personal care, grooming products
Ego Needs
Inward- self acceptance, self-esteem, success, independence and personal satisfaction
Outward- prestige, reputation, status and recognition from others
Power
Luxury goods
Self-actualisation
Desire to reach our full potential
Can be creative urge
Advertisements for art lessons, banking services and new graduate recruitment
APPLICATION TO MARKETING
Segmentation Analysis