Unit III IMBA 6 Sem Consumer Motivation Scholars

Transcript:Unit III IMBA 6 Sem Consumer Motivation Scholars:
Unit III IMBA 6 Sem Consumer Motivation Scholars and researchers have identified four major psychological factors – motivation, perception, learning, beliefs and attitudes that influence consumers' buying behaviour. Motivation is said to be the driving force within us. It is produced by a state of tension caused by our unfulfilled needs and wants. We strive to reduce this tension through appropriate behaviour that we expect will satisfy our needs. Level of Motivation The level of motivation would depend on the intensity of our need. Our motivational levels may vary from low to high depending on how important is that purchase. Influences include familiarity with the purchase, status factors and overall expense and value. Where fulfillment rewards are low, as with routine purchases like salt, sugar, tea, shampoo etc., motivation levels are also relatively low and involve little decision-making behavior. On the other hand, with a complex, risky and emotionally-charged process such as buying a new car, the drive to achieve the best result is high. Types and System of Needs 'Needs' can be defined as a felt state of deprivation of some basic satisfaction. The point is that this deprivation has to be felt to drive the individual to seek satisfaction. Every person has needs. Some of these needs are basic to sustaining life and are born with individuals. These basic needs are also called physiological needs or biogenic needs and include the needs for air, water, food, shelter, sleep, clothing, and sex. Physiological needs are primary needs or motives because they are essential to survival. Needs Acquired needs are learnt needs that we acquire as a result of being brought up in a culture and society. For example, needs for self-esteem, prestige, affection, power and achievement are all considered as learned needs. Acquired needs are generally psychological, resulting from an individual's subjective psychological make up and relationship with others and are considered as secondary needs or motives. Needs Needs may also be classified even more basically - utilitarian or hedonic. A consumer's utilitarian needs focus on some practical benefits and are identified with product attributes that define product performance such as economy or durability etc. Hedonic needs relate to achieving pleasure from the consumption of a product or service and are often associated with emotions or fantasies. Hedonic needs are more experiential as they are closely identified with the consumption process. For example, a hedonic need might be the