Consumer Motivation Lecture 2

The O’s of the Marketplace OCCUPANTS :Who buys it? OBJECTS of purchase: What do they need/buy? OCCASIONS of purchase:  When do they buy it? OUTLETS of purchase:  Where do they buy it? OBJECTIVES of purchase: Why do they buy it? OPERATIONS of purchase: How do they buy it? ORGANISATION: Who is involved in the purchase?

Basic Framework Motivation Perception Search Evaluation Choice Learning

The Gap Between ideal state And Perceived state

Motivation: “… the inner drive that reflects goal -directed behaviour” Consumer Behaviour: The drive to satisfy needs and wants through the purchase and use of products and services

Bases of Motivation Physiological + Psychological needs and wants

e.g. Maslow’s Hierarchy of needs

5 Stages of Motivation Latent Need Drive Want / Desire Goal Behaviour

Motivation Needs / Wants Values

Functional Symbolic + Experience

Functional Buying things for what they do Physiological

Symbolic Buying things for what they mean Psychologoical

Experiential The value from the experience Physiological + Psychological

Real motives!!! Apparent Motives Hidden Motives A Large Car is more comfortable It will show that I am successful It’s a high quality car that performs well Buy a Mercedes Benz Some of my friends drive a Mercedes Benz It is a powerful and sexy car and it will make me powerful and sexy

The Gap Between ideal state And Perceived state

Why do people eat in restaurants? Hungry Cool Celebration Can’t cook Cultural Business meeting Critical advice

Consumer Motivation Exercise Using Mobile phones Or Motor cars … use Maslow’s Hierarchy to identify motivations

Why I bought this Car