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Consumer Motivation Ref: Chapter Ten.

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Presentation on theme: "Consumer Motivation Ref: Chapter Ten."— Presentation transcript:

1 Consumer Motivation Ref: Chapter Ten

2 Basic Framework Motivation Perception Search Evaluation Choice
Learning

3 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

4 Bases of Motivation Physiological + Psychological needs and wants

5 e.g. Maslow’s Hierarchy of needs

6 5 Stages of Motivation Latent Need Drive Want / Desire Goal Behaviour

7 Motivation Needs / Wants Values

8 Functional Symbolic + Experience

9 Functional Buying things for what they do Physiological

10 Symbolic Buying things for what they mean Psychologoical

11 Experiential The value from the experience Physiological + Psychological

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