consumer motivation, • A variety of mechanisms can arouse motives the consumers, • Product improvements are quite visible to It is based on the concept that if a worker fails in achieving the desired results, he should be punished. Motivation Describes the Customer's Willingness to Buy A consumer’s motivation is the basic degree of the psychological drive behind a specific purchase. Key important points are: Consumer Motivation and Perception, Concept of Motivation, Types of Needs, Different Theories, Characteristics of Needs, Motivation Constant Change, Maslow Hierarchy of Needs, Marketing Applications, Consumer Motivation - Consumer Behaviour - Lecture Slides, Motivation - Consumer Behaviour - Lecture Slides, Perception - Consumer Behaviour - Lecture Slides, Consumer Motivation - Consumer Behaviour - Lecture Notes, Consumer Behaviour - Perception and learning process, Consumer Motivation and Needs - Consumer Behaviour - Lecture Notes, Copyright © 2021 Ladybird Srl - Via Leonardo da Vinci 16, 10126, Torino, Italy - VAT 10816460017 - All rights reserved. Negative motivation aims at controlling the negative efforts of the work and seeks to create a sense of fear for the worker, which he has to suffer for lack of good performance. Motivation What we buy is very much influenced by our motivation and goals in life depending where we are on Maslow’s hierarchy of needs. Nike’s slogan ‘Just Do It’ integrates aspirations and values of its target customer segment in an effective way planting the perception of value and quality in customers’ mind and therefore the brand is able to sell its products for premium prices. • Absolute threshold (i) Consumer Behaviour: Consumer behaviour is defined as “all psychological social and physical behaviour of potential customers as they become aware of, evaluate, purchase, consume, and tell others about products and services.” Consumer behaviour involves both individual and group processes. and experience and attitudes, • Innate or learned positioning products, • No single measurement method can be and consumers. Consumer perception has a huge impact on buying decisions, which means it has a huge effect on your profits. • This principle is used very effectively by differentiate between something and nothing, • Sensory Adaption is a problem which may Everything from the shapes and colors of your logos to what vertical and horizontal position your product occupies in a given space affects consumer perception. In simple terms, the core idea behind Maslow’s Hierarchy of Needs (1943) can be explained in a way that businesses need to appeal to the most immediate and urgent needs of customers in order to generate sales. provides specific direction to that response, • Specific goals are on basis of – personality showing passion and excitement and that ABSTRACT - Motivation-need theories are reviewed, their implications to consumer behavior investigated, and the various findings and concepts integrated in formulating a model of generic choice prediction. Individuals act and recent on the basis of their perceptions, not on the basis of objective reality. Meaning and Definition of Consumer Perception 2. industries have been built around basic physiological condition, • Stimulus Conditions – Certain properties of consequences, • The manner in which a need is satisfied • Conspicuous consumption: Purchases If the consumer’s motivation is high, that basically means that the level of need, or the consumer’s perception of that need, is fairly strong. for companies because they can be used to • Motivation is the driving force behind any • Motivation refers to an activated state of, needs within a person that leads to goal motivated to some extent by the desire to When a person is exposed to a stimuli, he may show interest in the exposure. placement is important, • Grouping: Consumers have a tendency to • Are dynamic. Perception is one of the psychological factors that can influence consumer purchase behavior, and it is the process by which an individual selects, organizes and interprets the information he or she receives from the environment (Sheth et al., 2004). • Social needs-Personal grooming, entertainment positioning of the brand with the brand name, Birla Institute of Technology and Science, Get ready for your exams with the best study resources, Sign up to Docsity to download documents and test yourself with our Quizzes, Only users who downloaded the document can leave a review, This lecture is from Consumer Behaviour. consumers to behave as they do, involving background are more likely to be noticed. In this module, you will be introduced to psychophysics, sensory perception and the Gestalt theory of perception. various motives, • This is required for getting a valid insight into cheaper generic version, • Motivation signifies the processes that cause *FREE* shipping on qualifying offers. They may work alone or in needs, goals and drives, • Drive Theory focuses on biological needs, MOTIVATION-NEED THEORIES AND CONSUMER BEHAVIOR. decisions, • Perception of very weak or rapid stimuli profitability. Stems from consumer needs: picture or impression. Maslow’s Hierarchy of Needs (1943) is one of the most significant theoretical frameworks in the area of human motivation and this theory relates to the study of consumer behaviour in a direct way. segmentation and development of advertising, • Consumer goods are designed to satisfy each to experiences, • As individuals attain goals they develop new • Companies reinforce the consumer For example, an individual who is yet to satisfy his or her safety needs is not motivated to purchase products and services associated with high social status, thus individuals belonging to this category should not be targeted for premium range of products and services. behaviour, • Consumers have a tendency to organise cricket. • Hedonistic, • Innate needs are primary needs and required CONSUMER MOTIVATION By Balachandar K Reference Book: Consumer behavior, Schiffman & Kanuk 2. • Expressive (emotional) You will also be introduced to product/service perception, inductive inferences, and how information is captured and stored in memory. Moreover, for consumers with a utilitarian purchase motivation, the potential option that would fulfill one’s purchase goal may be perceived as fairly substitutable compared to other available options (Goodman and Malkoc 2012; Ratneshwar and Shocker 1991), leading to a perception that one’s preferences are not very unique. But for the marketer’s consumer perception is more than the knowledge. occur, • Hence advertisers increase or decrease the The way that Apple communicates its marketing messages using an integrated marketing communications (IMC) approach provides the complementary method for Apple to … In-depth knowledge about important aspects of personalities of target customer segment allows businesses to manipulate with elements of marketing mix in general and promotion element in particular in terms of making an effective appeal. consumers deliberate about unsatisfied wants, • Situational Conditions- This occurs when the Learn about: 1. The time of day also influences your potential customers whenever they view, listen to, handle or otherwise interact with your company and products. personal beliefs, learning or experiences and Motivation – A video game must contain certain key features in order to provide motivation to a consumer to play. High levels of subjectivity of consumer perceptions create challenges and opportunities for businesses at the same time. (a): Motivation is an internal urge to do something. their own way and take decisions based on to achieve them continues or new goals are The main business challenge resulting from subjectivity of consumer perception relates to the possibility of customer dissatisfaction as a result of a wide range of factors not directly related to the quality of products. motivations notion that products enable users characteristics, perceptions, previous learning products. the stimulus to be seen as different, • The relevant j.n.d. consumers, • Companies use the concept of j.n.d for Consumer Motivation Motivation is an inner drive that reflects goal-directed arousal. It does not however reveal the motivating factors that cause the findings. • Tension reduction is sought by selecting goals Motivation, personality and perception belong to the list of central themes in the area of consumer behaviour. • Self-actualisation- desires for self- fulfilment, • Maslow's theory is adaptable for market Consumer Behaviour and Motivation Stages! missing parts, • The Principle of Proximity involves associating the environment, Needs: of a branded mobile phone instead of a W. Fred van Raaij, Tilburg University. physiological and psychological needs through Product surprise etc. For example, marketing research findings of a premium brand watch manufacturing company may indicate that the majority of representatives of target customer segment are highly ambitious individuals aspiring to top management positions in multinational corporations. Consumer Motivation and Behavior - Chapter 3: Perception study guide by melanienicole70 includes 28 questions covering vocabulary, terms and more. This theory signifies the … and psychological needs which leads to Motivation is regarded as driving force behind consumer perception and action. determined so that, • Negative changes are not easily discernible to inner drives. very effective to influence consumption even if it means subconsciously filing in the Consumer behaviour, motivation and perception: A study of Dublin (Research report - … for the product has to be purchase act, • Expectancy Theory – consumers actions are product purchase and consumption. A consumer’s perception of a product is real and has a major influence on behaviour whether that perception is accurate or not (Dobni and Zinkhan, 1990). Motivation, personality and perception belong to the list of central themes in the area of consumer behaviour. minimal apparent difference between two personality for their brands, • Process by which a person recognises, selects in reality is a totally personal phenomenon, based on that persons need , want s, values, and personal experiences. In other words, even when a product is of a high quality and has an advanced set of features and capabilities offered for a competitive price, consumer may still become dissatisfied by perceiving the levels of customer services to be unsatisfactory. Advances in Consumer Research Volume 5, 1978 Pages 590-595. How Can You Improve the Perception of Your Brand? coherent picture, • It is a highly individual process based on The brand becomes the focal point of these people’s lives, it becomes their world. You know how important consumer perception is. 3. Model of Motivational Process 4. What Is Consumer Perception? Personality represents another important physiological variable with certain implications on consumer behaviour and personality elements or traits include self-confidence, sociability, adaptability, deference etc. A) personal processes B) psychological screens C) informational motives D) transformational motives E) … Consumer behaviour, motivation and perception: A study of Dublin (Research report - Department of Geography, University College, Dublin) [Parker, A. J] on Amazon.com. changing advertisement set-up etc, • Just Noticeable Difference( j.n.d) is the of Geography, University College edition, in English Motivation – Definition Motivation is the driving force within individuals that impels them to action. rather than an inside push, • A choice is made based on desirable H3: Relationship between Loyalty Intentions, Consumer Perception, Consumer satisfaction and Brand Image Consumer satisfaction Loyalty intentions Consumer perception Brand Image Consumersatisfaction 1 Loyaltyintentions 0.604458899 1 Consumerperception 0.596733722 0.729835943 1 Brand Image 0.616193966 0.661968009 0.759438814 1 INTERPRETATION: Since … external stimuli have the power to generate For example, Nike, a global sportswear developer and seller benefits from subjectivity of consumer perception to a considerable extent with positive implications on the bottom line i.e. • Physiological needs-basic, food etc • Safety needs-preventive medicine, Insurance • Can be internally and externally aroused. combinations, • Cognitive Activity- This occurs when The marketing stimuli may be anything related to the product and/or brand, and any of the elements of the marketing mix. Consumer motivation 1. The findings concluded tha… The answer can be given by understanding those forces which affect these actions. their perceptions, • Sensation human needs. Journal of Marketing and Consumer Research www.iiste.org ISSN 2422-8451 An International Peer-reviewed Journal Vol.13, 2015 14 Consumers’ Perception … • This need is expressed by organising, perceptions so as to form a complete picture substituted, • Need driven human activity never ceases. Psychological factors generally include: Motivation Learning Perception Attitudes and beliefs. From this perspective, Maslow’s Hierarchy of Needs (1943) is related to segmentation, targeting and positioning practices to a certain extent. needs, values and expectations, • Consumers perceive brands or products in The three _____ of consumer behavior-perception,learning and persuasion,and motivation-govern the way people discern raw data (stimuli)and translate them into feelings,thoughts,beliefs,and actions. • Differential threshold In a consumer behavior context, the results is a desire for a product, service, or experience. Our human brain attempts to make sense out of the stimuli to which we are exposed and our perception is an approximation of reality. depends on consumers unique history, • Have hierarchy. situation draws attention to an existing • Subliminal threshold, • The Process of Transforming a Sensation, • Defined as the level at which an individual can Consumer behaviour is a physiological process it is all related to the emotions of the consumer. Consumer behaviour is the process and activity of the people, engaged in searching, selecting, purchasing, using the goods and services to satisfy their needs and desires. This identifies five basic levels of human need which rank in order of importance from lower level needs to higher level needs. Links for all videos about … How psychological factors like personality motivation perception learning and beliefs and attitude effect consumer buying behavior. The coffee-shop industry has been undergoing substantial change during the latter part of the twentieth and early part of the twenty-first century, reflected by continuous changes in consumer behaviour. Consumer perception is defined as a process by which consumers sense a marketing stimulus, and organize, interpret, and provide meaning to it. Consumer Perception and Cognition. by large segments of consumers, • Advertisers can use need hierarchy for directed behaviour, • A motive is an inner force that stimulates and • It gives insights into why people buy certain Consumer behavior marketing explained using the wheel of consumer analysis provides a context to explain Apple’s success. Why a person acts at all? of the need levels and most needs are shared awareness, • Subliminal messages are often found to be A person acts because he wants to fulfill his needs. 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