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Transcript of Customer Motivation
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Consumer Behavior: A Framework Submitted By :-Priyanker Gupta
Roll no. 17- MBA- 06THE BUSINESS SCHOO(J.U)
Consumer Motivation
Consumer Motivation
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Bibliographyy Web Sites and links
En.wikipedia.org/wiki/motivation
www.motivation123.com www.motivateus.com www.getmotivation.com
y Boo k
C onsumer behavior-Leon G Shiffman & Leslie Kanuk
Page no. 80-113
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Ten Ke y Conce ptsy C oncept of Motivationy Hierarchy of needsy McC lelland s theory y C lassical conditioningy Needs, Goals and
Interdependence
y Positive-negativemotivation
y Rational-emotionalmotivation
y Dynamics of motivationy Arousal of motivesy Marketing applications
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W hat is M otivatio n?y Motivation refers to an activated state within a
person that leads to goal-directed behavior.y It consists of the drives, urges, wishes, or desires
that initiate the sequence of events leading to abehavior.
y Motivation begins with the presence of a stimulusthat spurs the recognition of a need.
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Physiological
Safety
Social Needs
Esteem
MASLOWS HIERARCHY OFNEEDS
The basic needs
Self Actualization
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M ark e tin g appli c atio n s. . . .y There is an order among needs
y Lower order needs need to be satisfied before
higher order needs are sought
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Le ar ned S oc ial Need s
Theory assumes that three basiclearned social needs motivate
peoples behavior
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McClellands Theory of social needs
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y T he need for powery to obtain and exercise control over others
y T he need for affiliationy T o make friends, join groups, associate with
othersy T he need for achievement
y seek to get ahead, strive for success
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Classi c al Cond itio n in g
y A neutral stimulus,such as a brandname, is paired with astimulus that elicits aresponse.
y T hrough a repetitionof the pairing, theneutral stimulustakes on the ability toelicit the response.
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Need sy Internal or Primary needs
y T hey are needed to sustain lifey
E.g. Food, Water, Air & Sex
y External, Secondary or Acquired needsy Needs that we learn in response to our culture or
environmenty Self esteem, affiliation, prestige and power
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U nfulfilledneeds
Tension Drive Behavior
PreviousLearning
C ognitiveProcess
TensionReduction
Goal
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G oalsy Sought after result of motivated behaviory All behavior is goal oriented
y Typ es of G o als
Generic goalsProduct specific goal
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GoalSetting
Formation
of a goalintention
FeedbackReaction
ActionPlanning
Actioninitiation
&control Goal
What are thegoals I want
& why do Iwant to
pursue them
What isit for
which Istrive?
How canI achieve
my goals?
How wellhave I
enacted my plans
To whatdegreehave Iachieved/ failed
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Stimulus
NeedRecognition
DriveState
Goal
DirectedBehavior
A ctualState
DesiredState
Motivation sequence
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y Positive & Negative Motivation
y
Rational Vs Emotional motives
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The D yn ami c s Of M otivatio n
y Needs are never fully satisfied.
y New needs emerge as old needs are satisfied.
y People who achieve their goals set new &higher goals for themselves.
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A rousal o f M otiv e sy Internal arousals
y Physiological Arousal
y Emotional Arousal
y C ognitive Arousal
y External arousalsy Also known as
situational orenvironmental arousal
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V ic arious Le ar n in g . . .
C onsumer
Motivation has a very largenumber of
managerialapplications
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M an ag e rial A ppli c atio n s o f M otivatio ny Segmentation: Segment market based upon
motivational needs.y Positioning:
U se discriminative stimuli distinguish one brandfrom another.
y Market research: Measure motivational needs(e.g., McC lelland s needs and need for arousal.
y Marketing mix: U se motivational needs to designproducts (e.g., safe cars) and to developpromotional strategy that meets needs. Developmessages to influence consumer attributions. U sein-store promotions to prime consumers.
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Bajaj A utoy Founded in 1926 by Jamna Lal Bajajy In 1956 Rahul Bajaj become the managing director of
the group.y India s largest exporter with 250,204 vehicles in 05-06y India's largest and world s fourth largest two wheeler
company y Over the last decades company has successfully
transformed from being a scooter manufacturer to atwo wheeler company
y Revenues grew to Rs 81 billion from Rs 25 million.THE BUSINESS SCHOO(J.U)
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T hanx!!!!!!!!!!!!!&
Queries????
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