MKTG201: Buyer Behaviour Lecture Consumer needs and Motivation

1. 4 MKTG201: Buyer Behaviour Lecture Consumer needs and Motivation

2. Lecture objectives By the end of the lecture, you should be able to: Understand the types of human needs and motives and the meaning of goals Understand the dynamics of motivation, arousal of needs, setting of goals, and interrelationship between needs and goals Discuss the several systems of needs developed by researchers Understand how human motives are studied and measured Introduction

3. What is motivation? Definition of motivation • Motivation is defined as: • The driving force within individuals that impels them to action. This driving force is produced by a state of tension that exists as a result of an unfulfilled need • Motivation to drink Guinness

4. Model of the motivation process Model of the motivation process

5. Motivation model definitions Motivation model definitions • Learning: The process by which individuals acquire the knowledge and experience they apply to future purchase decisions • Tension: A force which results because of a state of an unfilled need • Drive: An internal force that impels a person to engage in an action designed to satisfy a specific need • Cognitive process: A part of an attitude model that represents the knowledge, perception and beliefs that a consumer has with respect to an idea or object

6. Needs Needs • Every individual has needs • Needs underlie all human actions • A need becomes a motive when it is aroused to a sufficient level of intensity to require action. • Two types of needs are: Innate or biogenic (Primary) Needs that sustain life, such as food, water, shelter etc. Acquired or psychogenic (Secondary) Needs we learn in response to our culture, such as prestige, affection and learning

7. Goals Goals • Goals are the sought after results of motivated behaviour • All behaviour is goal oriented • Marketers are concerned with consumers product specific goals • That is, the branded products that they select to fulfil their needs • Thus, needs and goals are interdependent

8. Selection of goals Sources of goal selection Office | Faculty | Department

9. Positive and negative motivation Types of motivation • Motivation can be positive or negative in direction Negative goal Referred to as an avoidance object Positive goal Referred to as an approach object • For examples: • One consumer may join a gym in order to get fit (an approach object) • Nike motivation advertisement • Whereas another consumer may join a gym to stop getting fat (an avoidance object) Office | Faculty | Depart

10. Motivation is a dynamic construct: needs and goals are ever changing The dynamic nature of motivation • New needs emerge as old needs are satisfied • Needs are never fully satisfied • Substitute goals may be pursued (if another goal is unattainable) • Success and failure influence goals Office | Faculty | Depart

11. Interlude Interlude Q1. An individual may wish to improve his/her performance in a particular sport. Which factor might influence his/her motivation to purchase a certain product to improve their performance? a. The feeling that an unfulfilled need exists. b. A state of tension is perceived to exist. • Learning from previous experiences is recalled. Q2. What influences the motivation to resolve a recognised problem? Office | Faculty | Depart

12. Frustration Frustration • Failure to achieve a goal often results in feelings of frustration • People often mentally redefine the frustrating situation in order to protect their self-image • People adopt defence mechanisms to protect their egos from feelings of failure when they don’t attain their goals Office | Faculty | Department

13. Dealing with frustration How consumers deal with frustration 1. Aggression To protect self esteem e.g. smashing of racquet 2. Rationalisation Inventing plausible reason for not attaining goal eg.no time to practice 3. Regression Displaying childish behaviour 6. Daydreaming Fantasising to achieve imaginary gratification e.g. about an admirer 5. Projection Projecting blame for failure on others 4. Withdrawal Withdrawing from situation e.g. quit 9. Repression Repressing the unsatisfied need i.e. push away from memory 8. Identification Identifying with other people or situations 7. Escapism Seek to live out a fantasy Office | Faculty | Department

14. Causes of arousal of a need Arousal of a need Physiological factors e.g. hunger pangs Emotional factors e.g. Thesight of malnourished kids Cognitive factors e.g. Telstra ad Environmental factors e.g. the smell of freshly backed bread Office | Faculty | Depart

15. Break Time

16. Maslow’s hierarchy of needs Maslow’s hierarchy of needs • Abraham Maslow formulated a theory of human motivation based on a universal hierarchy of needs in 1943 • He identified five basic levels of needs • There is some overlap between levels, so that no need is ever completely satisfied • His theory suggests that we seek to satisfy lower needs first • As lower level needs are satisfied, higher level needs emerge • The surprising truth as to what motivates us Office | Faculty | Depart

17. Maslow’s hierarchy of needs Maslow’s hierarchy of needs Office | Faculty | Depart

18. An evaluation of Maslow’s needs hierarchy Evaluation of Maslow’s needs hierarchy • Has been widely accepted in social science disciplines • Criticisms are that the concepts are too general and it can’t be tested empirically • However can be a useful tool for understanding consumer motivations as consumer goods often serve to satisfy a need level • Offers a framework for developing advertising appeals on a need level and product positioning Office | Faculty | Depart

19. Marketing applications of the needs hierarchy Application of Maslow’s hierarchy of needs • Segmentation applications • Used as a basis for segmentation strategies in advertising campaigns • For example: soft drink ads targeting the youth market and stressing social appeal by showing a group of young people having and sharing good times • Coca Cola skydiving Office | Faculty | Depart

20. Marketing applications of the needs hierarchy Application of Maslow’s hierarchy of needs • Positioning applications • Determining how the product should be perceived by the target market • The key is to find an unsatisfied need (niche) that is not being used by a competitor • For example: Volvo promoting the safety appeals of their vehicles Office | Faculty | Depart

21. Measurement of motives Measurement of motives • Motives are hypothetical constructs, making them difficult to identify and measure • Additionally, consumers are not always aware of motives or unwilling to disclose them • Measurement is usually a combination of observation, self-reports and projective techniques Office | Faculty | Depart

22. Development of motivational research Motivational research • Freud’s theory of personality provided the basis for motivational research development - unconscious needs • In the 1950s, Dr Ernest Dichter adapted Freud’s techniques to consumers to find out reasoning behind consumers’ behaviour. • Small sample sizes and highly subjective interpretations of results hindered validity • Qualitative research techniques were developed to delve into the consumer’s unconscious mental faculties Office | Faculty | Depart

23. Metaphor analysis E.g. DuPont Storytelling Nappies and pull-up Qualitative research techniques Qualitative research Thematic apperception test Being exposed to pictures soliciting for fitting story Word association and sentence completion People who drive sports cars are… Drawing pictures and photo sorts Office | Faculty | Depart

24. Storytelling Qualitative research E.g. • A woman is organising a surprise party for her husband. She realises there is so much to organise – the food, decorations and entertainment and doesn’t know where to start. What should she do? Office | Faculty | Depart

25. Pictures and photo sorts (Construction Techniques Qualitative research I have really fond memories of my university days. Well, I’d like to say the same but… Office | Faculty | Depart

26. Current motivational research Qualitative research • Research today is influenced by science of semiotics (i.e. study of the conscious and subconscious meanings of non verbal symbols to consumers) • There is evidence that the unconscious mind responds to non-verbal symbols, forms emotional responses and guides action independent of conscious awareness Office | Faculty | Depart

27. Current motivational research Motivation can be positive or negative in direction Qualitative research Office | Faculty | Depart

28. Interlude Interlude • Q3. Why do astute marketers define their goals in terms of the consumer needs they satisfy and not the products that satisfy those needs? Office | Faculty | Depart

29. Ethics and consumer motivation Ethics and consumer motivation • Marketers are sometimes accused of: • ‘Creating’ needs • Targeting vulnerable populations (children, teenagers and the elderly) • Providing too many consumption choices leaving consumers feeling confused, unhappy and psychologically drained • Aggressive advertising can increase the level of demand for some products in a manner detrimental to the well-being of consumers and society • For example: the ethics and regulation surrounding alcohol advertising - How do you sell beer? Office | Faculty | Depart

30. Summary Summary • Definition of motivation • A model of the motivation process • Use of positive and negative motivation • How consumers deal with frustration • How motives are aroused and measured • Development of needs models • Various motivational research techniques • Ethical considerations Office | Faculty | Depart