1. Consumer
Motivation
Lecture 2

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?

3. Basic Framework Motivation Perception Search Evaluation Choice
Learning

4. The Gap
Between ideal state And Perceived state

5. 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

6. Bases of Motivation
Physiological +
Psychological
needs and wants

7. e.g. Maslow’s Hierarchy of needs

8. 5 Stages of Motivation
Latent Need
Drive
Want / Desire
Goal
Behaviour

9. Motivation
Needs / Wants
Values

10. Functional
Symbolic +
Experience

11. Functional
Buying things for what they do
Physiological

12. Symbolic
Buying things for what they mean
Psychologoical

13. Experiential
The value from the experience
Physiological + Psychological

14. 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

15. The Gap
Between ideal state And Perceived state

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

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

18. Why I bought this Car