Consumer
Behaviour
Understanding the Motivation
Behind Consumer Actions
-ADARSH DEVATRAJ
3GN23BA004
Introduction
This presentation explores the different types of consumer motivation and
the psychological factors influencing buying behavior.
01
Motivation Types
Intrinsic Motivation
Intrinsic motivation refers to engaging in behavior because it is inherently
rewarding. Consumers driven by intrinsic motivation may purchase products
that align with their personal values, interests, or enjoyment. Such
motivations could include a love for the craft behind handmade goods or a
passion for sustainability pushing them towards eco-friendly brands.
Extrinsic
Motivation
Extrinsic motivation involves engaging in
behavior to earn rewards or avoid punishments.
In consumer behavior, this can manifest in
various ways, such as buying products due to
promotions, discounts, or social approval. For
instance, consumers might choose a well-known
brand because it is perceived as prestigious or
fashionable, indicating a desire to conform to
social norms.
Social Motivation
Social motivation refers to the influence of social interactions and
relationships on consumer behavior. This encompasses the desire to belong
to a group, the influence of social norms, and the impact of reference groups
on purchasing decisions. Consumers are often driven to make purchases that
signal their social status or to fit in, such as buying popular brands or
participating in trending activities.
02
Psychological Factors
Needs and Wants
Needs are basic human requirements, such as
food, shelter, and safety, while wants are
desires shaped by cultural and individual
personality. Understanding the distinction is
crucial for marketers as it helps them tailor their
offerings. By addressing consumer needs,
businesses can create value that resonates with
customers. However, fulfilling wants often drives
more discretionary spending, gaining marketers
insight into consumer preferences.
Perception Influence
Perception is how consumers interpret and make sense of sensory
information. It influences buying decisions by shaping how consumers view
products and brands. Marketers can manipulate perceptions through
branding, advertising, and promotions to evoke positive associations. The
way products are presented, including packaging and pricing, can
significantly impact consumer decisions, meaning perception marketing is
vital.
Attitude Formation
Attitudes towards products or brands are developed through personal
experiences, beliefs, and the influence of others. They play a crucial role in
consumer behavior, shaping preferences and purchase intentions. Attitude
formation can be influenced by marketing strategies such as celebrity
endorsements, social proof, and customer reviews, as these elements help
create positive perceptions and foster brand loyalty.
Conclusions
Understanding consumer motivation and
psychological factors is essential for effective
marketing strategies. By targeting intrinsic and
extrinsic motivations, as well as comprehending
needs, wants, perception, and attitude
formation, businesses can enhance their
marketing efforts and more effectively connect
with their audience.
