Monday 4 April 2016

Consumer Motivation

The Motivation Process



Motivation is the reason why people behave in a particular manner. It occurs when a need is awaken and the consumer wishes to satisfy it. Once the need is triggered a state of strain occurs which push consumers to diminish or mitigate the need. In order to reduce this tension marketers try and create products and services that will provide benefits for customers. Motivation may be intrinsic or extrinsic. It is used theoretically to describe animals but also generally applies to human being.
According to various theories, motivation may be rooted in the basic need to minimize physical pain and maximize pleasure, or it may include specific needs such as eating and resting, or a desired object, hobby, goal, state of being, ideal, or it may be attributed to less-apparent reasons such as altruism, morality, or avoiding mortality.

Needs are the principle of the marketing theory Although marketers does not create needs they try and create products and services that will provide benefits for customers. When a need is acknowledge by the consumer it could be for utilitarian need (e.g. a need that would result to a functional or practical benefit, as when a person needs a pair of shoes), or it may be hedonic need (e.g. experiential need that would involve emotional feedback, as a person buys a shoes for a game of football).

Goal is the desired end state of the consumer. A goal or objective is a projected state of affairs that a person or a system plans or intends to achieve—a personal or organizational desired end-point in some sort of assumed development. It is the sought-after results of motivated behavior.

Types of goals:

· Generic goals: are general categories of goals that consumers see as a way to fulfill their needs. 
· Product-specific goals: Are specifically branded products or services that consumers select as their goals

For example A person need to loose weight therefore their main goal is to exercise to achieve that. That is a generic goals but if the person use a specific gym or equipment to achieve that goal that becomes a product specific goal. 

Motivational Strength  is the degree to which a person is willing to expend energy to reach one goal as opposed to another. Biological vs. Learned Needs (innate instinct vs. learned behavior). Motives have direction as well as strength. Motivation can be described in terms of: strength of which how strong the pull it exerts on the consumer and is direction is the particular way the consumer attempts to reduce motivational force.

Marketers tap into this using a marketing campaign to motivate consumer to attain a goal. For example this particular ad of Soloflex for exercise equipment shows an ideal body and suggesting a solution to achieve it is through purchasing their equipment. This way although the marketers do not create the need but what they did is create an advert that would have enough motivational strength that would pull consumer to achieve a goal which is how the guy looked like on the picture.  













Classifying Needs

Need for Achievement is the products that say success.
Need for Power is the products that show control over environment
Need for Affiliation is the products that show need to be in company of others
Need for Uniqueness is the products that assert individual identity










































Marketers tap into this by designing a marketing campaign of a product and target audience for each needs. An example of a marketing advertisement that targets the need for achievement and need for power is the Adidas advert. The brightness surrounding the Adidas sneaker symbolizes the strength and confidence that the buyer is going to achieve. Strength and confidence are the two components that energize a person who feels a desire to buy the Adidas sneakers.The need to dominate is also a significant appeal that the sneaker in the Adidas advertisement communicated. The sole of the Adidas sneaker exposed in the advertisement is also an example that reflects the need to dominate in this ad. The sole of the sneaker shown in the advertisement looks extremely thick and strong. This indestructible characteristic of the sneaker creates a sense of domination in the audience. The item’s bottom part looks so unbreakable that it initiates a desire for power. Another example of marketing strategy using the need for uniqueness is the advert from Cachet perfume claiming to be as an individual as you are. This advertisement is targeted for people who has the need to be unique.


Maslow's Hierarchy of Needs

An approach to motivation to understand personal growth and how people achieve spiritual peak experience. Marketers adapt to this to understand consumer motivation. Marketers grasp the perspective of how hierarchical structure suggest that the order of development is fixed and in order to achieve certain level before activating a need for the next the higher one. They have certain specific types of product benefits that people look for, depending on their stage of mental or spiritual development or their economic circumstance. 





  1. SELF ACTUALIZATION example:"Be all you can be" Army (hobbies, education, travel, lottery winner) Be All You can Be 1994 Army http://www.youtube.com/watch?v=DDbNtFL2TUI




























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Reference

 Solomon, M. (2011). Consumer behavior. [S.l.]: Prentice Hall.
Pepsi Pulse. (2016). Pepsi. Retrieved 14 April 2016, from http://www.pepsi.com/en-gb/d
Security Systems & Intruder Alarms in Manchester & Northwest UK | Mono Alarms. (2016). Mono Alarms. Retrieved 14 April 2016, from http://www.monoalarms.co.uk/



















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