1. Consumer Motivation

2. Types of consumer needs
Consumer Motivation
Consumer Motivation represents the drive to satisfy both physiological and psychological needs through product purchase and consumption.
Types of consumer needs
Physiological Needs (E.g. Food, Drink and Sleep)
Safety and health needs (Safety equipments, health policies)
The need for love and companionship (Clubs, vacations, resorts, flowers and greetings)
The need for financial resources and security ( investment plans)
Social image needs (car, clothes, jewelry)
The need for pleasure (movies, food, music, sports, amusement parks)
The need to possess (gold, assets, property)
The need to give (gifts)
The need for information (Newspapers, books, internet, colleges)
The need for variety (mobiles, biscuits)

3. Motivational Conflict and Need Priorities
Fulfilling one need often comes at the expense of another need. These tradeoffs in our ability to satisfy various needs cause motivational conflict.
Approach-Approach
Avoidance-Avoidance
Approach-Avoidance

4. Need Hierarchy Theory Higher-order needs Self- actualization needs
Esteem needs
Social needs
Safety needs
Physiological needs
Lower-order
needs 3 4

5. Motivational Intensity
It represents how strongly consumers are motivated to satisfy a particular need.
As deprivation increases, need recognition becomes more likely, motivational intensity also grow stronger.
Involvement and motivational intensity are important because they determine the amount of effort consumers exert when trying to satisfy their needs.

6. The Challenge of understanding consumer motivation
Humans are complex creatures and engage in behaviors for reasons that sometimes are less than transparent.
People may not be willing to disclose the real reason behind their actions.
When people believe that their answers to a question may cast a less than favorable light on themselves, they may decide not to tell the truth.
People may not be able to tell us why they behave the way they do. People are unaware of what really motivates their behavior-Unconscious Motivation.
Motivation can change. What motivates purchase today may not be what motivates purchase in the future.

7. Motivating with money:
Motivating Consumers
Motivating with money:
Price cuts, rebates, coupon
Price is a dangerous proposition. Although sales may increase, profitability may not.
Providing other incentives