MOTIVASI&KEBUTUHAN Consumer Behavior Sengguruh Nilowardono
NEED and WANTS NEED: A Discomforting Human Condition WANT: A Desire for a Specific Product so as to Alleviate That Condition Q. Discussion: Which of these is a Need: Food, Clothing, Nike shoes, Mini car, HUMMER, etc. Why? Why Not?
Motivasi • “Motivation can be describe as driving force within individual that impels them to action. This driving force can produced by stated of tension, which exist as the result of unfulfilled need”. (Schiffman and Kanuk)
MODEL MOTIVASI KEBUTUHAN BELAJAR DORONGAN PERILAKU TEKANAN KOGNITIF TUJUAN MEMENUHI KEBUTUHAN TEKANAN BERKURANG
KEBUTUHAN • Innate Needs • Acquired Needs
Teori Kebutuhan(ABRAHAM MASLOW) SELF ACTUALIZATION ESTEEM NEEDS SOCIAL NEEDS SAFETY NEEDS FISIOLOGIS NEEDS
Hierarchy of Needs Self-Actualization (Self-fulfillment) Ego Needs (Prestige, status, self-respect) Social Needs (Affection, friendship, belonging) Safety and Security Needs (Protection, order, stability) Physiological Needs (Food, water, air, shelter, sex)
MOTIVASI dan STRATEGI PEMASARAN • Dua aplikasi penting dari teori Motivasi : - Segmentasi - Positioning