CONSUMER

BEHAVIOUR
MODULE-3

C O N S U ME R MO T I VAT I O N
MO T I VAT I O N A S PSYC H O LO G I C A L FO RC E, T H E DYN A MI C S
O F MO T I VAT I O N , T YPE S O F N E E D S
SYLLABUS – CONSUMER
BEHAVIOUR
Unit

1 Consumer Behaviour: its origin and Strategic Implications

Topics

Customer value, satisfaction and retention; consumer behaviour and decision making
Duration
(Hr)
3

2 Consumer Research 3
Consumer data capturing by companies
3 Consumer Motivation 3
Motivation as a psychological force, the dynamics of motivation, types of needs
4 Personality and Consumer Behaviour 3
Understanding personality and consumer diversity, brand personality, self and self-image
5 Consumer Perception 3
Dynamics of perception
6 Consumer Learning 4
The elements of consumer learning, behavioural learning theories, cognitive learning theory
7 Consumer Attitude Formation and Change 4
Characteristics and functions of attitudes
Sources of Attitude Development
Strategies for changing attitudes and intentions
8 Communication and Consumer Behaviour 3
Components of communication, the communication process
Designing persuasive communications
9 Consumer Decision Making 4
Problem recognition by consumer, Search & Evaluation,
Purchase, Post Purchase Behaviour
TOTAL HRS. 30
CONSUMER MOTIVATION
NEEDS
NEEDS
• Human or Consumer Needs are the basis of all Modern
Marketing
• Needs are the essence of the Marketing Concept.
• Marketers do not create needs although in many instances
they strive to make consumers more keenly aware of unfelt or
doormat needs
• The key to a company’s survival, profitability and growth in a
highly
– competitive marketplace is its ability to identify and satisfy
unfulfilled
– consumer needs better and sooner than the competition.
CHARLES REVSON SAID IT
FIRST
CHARLES REVSON SAID IT
FIRST
• Builder and founder of Revlon Cosmetics
• Insight of consumer needs
– Look nail polish as a liquid that covers nails
and protect them from any breakages
– Look it as fashionable or attractive
• Designed nail polish to match women's
outfits , moods, occasions
• He underline that he is not selling a physical
product to consumer but fantasy that nail
polish would attract attention
• Deep Red Nail Polish to Fire & Ice
• Dark Red to Berry Bon Bon
NEEDS

Savvy companies must define their business in terms consumer

needs they full fill rather then product or service they sell as
basic need don't not change but products and services changes
that satisfies that need
Because consumers basic needs do not change but products
they select to satisfy that need changes
MOTIVATION AS A PSYCHOLOGICAL FORCE

Motivation is the driving force within individuals that

propels them to action
• The driving force is produced by a state of tension, which exists as a result of
an unfulfilled need.
• Individuals strive both consciously and unconsciously to reduce this tension
through selecting goals and subsequent behavior that they anticipate will
fulfill their needs and thus relieve them of the tension they feel.
• Course of actions that individuals wish to achieve and course of action they
actually take to achieve is selected on the basis of
– Personality characteristics
– Perceptions
– Previous learning and experiences
MODEL OF MOTIVATIONAL
PROCESS
 Innate Needs/ Primary
Needs
require to sustain biological life
(basic needs – food, water, shelter,
clothing, air, sex.)

Needs

Acquired Needs/
Secondary Needs
learned in response to our culture ,
environment
(Self Esteem, Affection, Power and
Learning.)
HOME/ SHELTER =
PRIMARY NEED
Seconda
ry Need
Place where individuals
K IN D ultimately
OF Seconda choose to live is
H OM E / ry Need fulfilment of
S H E LT E P R I M A RY and
R S E C O N DA RY needs
Seconda
ry Need
 NEEDS CAN ALSO BE
CLASSIFIED AS INTRINSIC
AND EXTRINSIC NEEDS Intrinsic and Extrinsic Needs
For a Brand of Television

Aspects of the Intrinsic Needs Extrinsic Needs

• Intrinsic needs – internal desire of Products
a person Aesthetic Gratification on Status Symbol
appeal and the offering (TV)
– Buying an I Phone- smooth brand premium and affordability
functioning, speed and efficiency
Sound Quality Sensual Appear as an
• Extrinsic needs – motivates a Pleasure innovator
(adopter
person to achieve end result sequence)
– Seen as tech savvy, symbol of Brand Equity Reassurance Symbolic
associations
status
Special Features Variety Seeking To be one up on
the friend
• Motives and needs can be positive or negative direction
– We may feel a driving force towards some object or condition or
– Driving force away from some object or condition
• Positives drivers are referred as needs, wants and desires
• Negative drivers are referred as fear and aversion
• Although positive and negative motivational forces seem to differ
dramatically in terms of physical and emotional activities they are basically
similar in that both serve to initiate and sustain human behaviour
MOTIVATIONS AND GOALS

• Goals are the sought after results of motivated behavior.

• All behavior is goal oriented.
• Generic goal : general class or categories of goals a consumer pursues to
fulfill his needs
– eg. A student tells his parents, he wants to be a manager.
• Product-specific goal : He articulates, he wants to be an NMIMS MBA
(Marketers focus on the latter)
• Specifically branded products or services that consumers select as their
goals
GOALS CAN BE POSITIVE OR NEGATIVE

Goals
Negative Positive
Direction of
Away Towards
Behavior
(eg. Obesity/
(eg. Fitness)
avoid
Approach object
diseases)
Avoidance object

Important while deciding on USPs

 Goals
Negative Positive
Direction of
Away Towards
Behavior

Toothpastes: Consumers Artificial Sweeteners:

want white teeth or Cutting calories and
prevention of tooth decay? maintaining the sweetness
of the food
EXAMPLE OF GOAL STRUCTURE
GOALS STRUCTURE FOR WEIGHT
CONTROL
INTERDEPENDENCE OF NEEDS AND
GOALS

• Needs and goals are interdependent, neither exists without the other.
• People are not aware of their needs as they are of their goals.
• Individuals are usually somewhat more aware of their physiological needs.
Eg. Most people know when they are hungry, thirsty or cold and they take
appropriate steps to satisfy these needs.
• But they are less aware of their psychological needs. Eg. Need for
acceptance, self-esteem or status.
• They may however, subconsciously engage in behavior that satisfies their
psychological (acquired needs).
RATIONAL V/S EMOTIONAL
MOTIVES
Rationality in the traditional economic sense implies
that consumers carefully evaluate all alternatives and
choose those that give them the greatest utility.
eg. Size, weight, price or kms/litre.

Emotionality implies selection of goals according to

personal or subjective criteria eg. Pride, fear, affection
or status.
The Dynamics of Motivation
Motivation is highly dynamic
…constantly changing in reaction to life experiences .
Motivation is the driving force within individuals that
impels them to action.
THE DYNAMICS OF MOTIVATION …CONTD.

• Needs and goals change and grow in response to an individual’s

– Physical condition
– Environment
– Interactions with others and
– Experience
• As individuals attain their goals, they develop new ones.
• If they do not attain their goals, they continue to strive for old goals or they
develop substitute goals.
THE DYNAMICS OF MOTIVATION …CONTD.

• Why need-driven human activity never ceases?

• Many needs are never fully satisfied: they continually impel actions
designed to attain or maintain satisfaction.
• As needs become satisfied, new and higher order needs emerge that
emerge and cause tension and induce activity.
• People who achieve their goals set new and higher goals for themselves.
DYNAMICS OF MOTIVATION
NEEDS ARE NEVER FULLY SATISFIED

Most human needs are never fully or permanently satisfied

• Hunger needs that must be satisfied several times a

day
• Social needs that make people regularly seek
companionship and approval from others
• More complex psychological needs eg. need for
power
NEW NEEDS EMERGE AS OLD NEEDS ARE
SATISFIED
A hierarchy of needs exists.
SUCCESS AND FAILURE
EFFECT OF GOALS
• Nature and persistence of individual behaviour are often influenced by
expectations of success or failure in reaching certain goals.
• These expectations in turn are often based on past experience.
SUCCESS AND FAILURE INFLUENCE GOALS

• Goals should be reasonably attainable.

• Product Promotion Claims/Ads should not promise more than what the
product will deliver.
• Even a good product will not be repurchased if it fails to live up to the
unrealistic expectations created by the ads that “overpromise”.
THE SELECTION OF GOALS

• The goals selected by individuals depend on their:

– Personal experiences
– Physical capacity
– Prevailing cultural norms and values
– Goal’s accessibility in the physical and social environment
PARTIALLY MET OR UNMET
GOALS MAY LEAD TO
GOALS
Defense
Mechanis
ms

Frustratio
n

Goals being
substituted
SUBSTITUTE GOALS
• Are used when a consumer cannot attain a specific goal he/she anticipates
will satisfy a need
• The behavior of individual is directed towards substitute goal. Although the
substitute goal may not be completely satisfactory but attaining substitute
goal dispels tension
• Substitute goals may actually replace the primary goal over time
FRUSTRATION
• Failure to achieve a goal may result in frustration.
• The goal may not be attain due to personal inability, obstacles in physical or
social environment
• Some adapt; others adopt defense mechanisms to protect their ego.
DEFENSE MECHANISM
• Methods by which people mentally redefine frustrating situations to protect
their self-images and their self-esteem
Defense
Mechanism Description and Illustrations
Aggressive behaviour to protect one's self esteem
Aggression
eg. Ricky Ponting smashing the greenroom LCD TV
Rationalisation Finding an excuse for one's own non-achievement eg. Grapes are sour
Reacting to a frustrating situation with a childish or immature behaviour
Regression
eg. Rancho outside Virus's front door in "3 idiots"
Involving the removal of oneself from anything and everything that carries
Withdrawal reminders of painful or stressful thoughts and emotions
eg. Stop watching TV programmes that you once enjoyed
Projection Blaming others for one's own failure eg. Naach naa jaane aangan tedha
Fanasizing for imaginary gratification of unfullfilled needs
Daydreaming
eg. Walter Mitt y / Mungeri Lal Ke Haseen Sapnay
Resolve feelings of frustration by identifying with another person or
Identification
situation eg. Hari Sadu ad for naukri.com
"Forcing" the need out of conscious awareness
Repression eg. Lady unable to bear children may operate a creche.
The socially acceptable form is sublimation eg. Vicks Cough Drops
AROUSAL OF MOTIVES

• Most of an individual’s needs are dormant most of the time.

• The arousal of any particular set of need at a specific moment in time may
be caused by internal stimuli found in the individual’s
– Physiological condition
– Emotional process
Physiologi
– Rational process Cognitive cal
Arousal Arousal

Emotional
Arousal
AROUSAL OF MOTIVES
• Physiological Arousal
– Bodily needs at any specific moment in time are based on individual's
physiological condition at that moment.
• A drop in sugar level or contraction in stomach will trigger – hunger
• A decrease in body temperature and shiver will signal the need of warmth

• Emotional Arousal
– People who are frustrated and not able to achieve their dreams some times
engage in day dreaming and it results in the stimulation and arousal of need
• Young women who dreams to be a famous novelist may join the writing workshop
AROUSAL OF MOTIVES
• Cognitive Arousal
– Random thoughts can lead to cognitive awareness of needs
• An advertisement showing happy family may trigger the need to call parents
• ads that serve to remind : Lifebouy se haath dhoye kya ???
– Behavioral school: considers motivation to be a mechanical process and assumes that behavior is
seen as the response to stimulus eg. Impulse buying

– Cognitive school: behavior directed at goal achievement based on attitudes and beliefs
PHILOSOPHIES CONCERNED
WITH AROUSAL OF MOTIVES
• Behaviorist School
– Behavior is response to stimulus
– Elements of conscious thoughts are to be ignored
– Consumer does not act, but reacts
• Cognitive School
– Behavior is directed at goal achievement
– Needs and past experiences are reasoned, categorized, and transformed into
attitudes and beliefs
TYPES AND SYSTEMS OF
NEEDS
MURRAY NEEDS

• In 1938, the psychologist Henry Murray prepared list of 28 psychogenic

needs.
• This research represented the first systematic approach to the
understanding of non-biological human needs
• He believed that everyone has the same basic needs but individuals differ
in their priority ranking of these needs
MURRAY’S LIST OF PSYCHOGENIC NEEDS

Needs Associated with Inanimate Objects:

Acquisition, Conservancy, Order, Retention, Construction

Needs Reflecting Ambition, Power,

Accomplishment, and Prestige:
Superiority, Achievement, Recognition, Exhibition, Infavoidance

Needs Connected with Human Power:

Dominance, Deference, Similance, Autonomy, Contrariance
MURRAY’S LIST OF PSYCHOGENIC NEEDS
(CONTD.)

Sado-Masochistic Needs :
Aggression, Abasement

Needs Concerned with Affection between People:

Affiliation, Rejection, Nurturance, Succorance, Play

Needs Concerned with Social Intercourse:

Cognizance, Exposition
MASLOW’S HIERARCHY OF NEEDS
MASLOW’S HIERARCHY OF
NEEDS

A trio of needs

• Power
• Affiliation
• Achievement
A TRIO OF NEEDS

• Power
– individual’s desire to control environment
• Affiliation
– need for friendship, acceptance, and belonging
• Achievement
– need for personal accomplishment
– closely related to egoistic and self-actualization needs
HOFSTEDE’S FRAMEWORK: POWER
DISTANCE
HOFSTEDE’S FRAMEWORK: POWER DISTANCE

He studied 1,16,000 IBM employees in

40 countries and found
fi ve dimensions of natural culture
HOFSTEDE’S FRAMEWORK: POWER DISTANCE

The extent to which a society accepts that power in

institutions and organizations is distributed unequally.

• Low distance
• Relatively equal power
between those with
status/wealth and
those without
status/wealth

• High distance
• Extremely unequal
power distribution
between those with
status/wealth and
those without
status/wealth
HOFSTEDE’S FRAMEWORK: INDIVIDUALISM

• Individualism
– The degree to which people prefer to act as individuals rather than a member of
groups

• Collectivism
– A tight social framework in which people expect others in groups of which they are a
part to look after them and protect them
HOFSTEDE’S FRAMEWORK: MASCULINITY

• Masculinity
– The extent to which the society values work roles of achievement, power, and
control, and where assertiveness and materialism are also valued
• Femininity
– The extent to which there is little differentiation between roles for men and
women

Versus
HOFSTEDE’S FRAMEWORK: UNCERTAINTY
AVOIDANCE

The extent to which a society feels threatened by

uncertain and ambiguous situations and tries to avoid
them
High Uncertainty
Avoidance:
Society does not like
ambiguous situations and tries
to avoid them.
Low Uncertainty Avoidance:

Society does not mind

ambiguous situations and
embraces them.
HOFSTEDE’S FRAMEWORK: TIME ORIENTATION

• Long-term Orientation
– A national culture attribute that emphasizes the future, thrift, and persistence

• Short-term Orientation
– A national culture attribute that emphasizes the present and the here and now
HOFSTEDE’S FRAMEWORK
AND CONSUMER BEHAVIOR
Power Distance
• In high power distance countries, luxury and premium brands may thrive because consumers are more
likely to associate certain products with higher social status. In lower power distance cultures, there may
be more focus on equal access and shared value products, such as affordable or community-oriented
brands.
Individualism vs. Collectivism
• Individualistic societies often place higher importance on self-expression, leading to preferences for
personalized or customizable products, and a higher propensity for online shopping where individual
choice is paramount. In collectivist cultures, group-based decisions or family-focused products may be
more popular, and advertising may emphasize the benefits of a product for the community or family unit.
Masculinity vs. Femininity
• In masculine cultures, marketing strategies may focus on competition, success, and innovation, while in
feminine cultures, the focus may be on products that improve quality of life or promote cooperation and
empathy. Products like cars or technology might be marketed with a focus on performance in masculine
cultures, whereas in feminine cultures, the emotional or environmental benefits might be highlighted.
HOFSTEDE’S FRAMEWORK
AND CONSUMER BEHAVIOR
Uncertainty Avoidance
• Consumers in high uncertainty avoidance cultures prefer established brands that guarantee quality
and reliability, influencing companies to highlight certifications, warranties, and consistency in
product offerings. On the other hand, consumers in low uncertainty avoidance societies are more
likely to take risks with new products or innovations, leading to a higher demand for cutting-edge
technology and novel experiences.
Long-Term vs. Short-Term Orientation
• In long-term oriented cultures, consumers may be more focused on long-lasting investments, such
as high-quality furniture, real estate, or educational products. In contrast, short-term oriented
cultures may see higher sales of trend-driven products or those offering immediate satisfaction, like
fast fashion or fast food.
Indulgence vs. Restraint
• In indulgent cultures, consumers are likely to indulge in products that satisfy desires or pleasures,
like luxury goods, entertainment, or travel. In restrained cultures, the focus may be on more
restrained or practical products, such as savings accounts or tools that contribute to work or family
life.