session 6 - customer motivation
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8/6/2019 Session 6 - Customer Motivation
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Segmentation Recap
Consumer Motivation
Session 5
Dated 11th September 2008
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Economic Factors
Price
Income Distribution of Income
Competition with substitutes
Utility Consumer Preferences
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Social Factors
Culture
Attitude and Society
Social values
Life Style
Personality
Size of Family
Education
Health Standards
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Psychological Factors
Personality
Taste Attitude
Lifestyle
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Anthropological factors
Climate
Region History
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Segmentation Base
Geographic Segmentation
Region
City Size
Density of Area
Climate
Demographic Segmentation Age / Sex / Marital Status /
Income / Occupation
Education
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Psychological Segmentation
Need Motivation
Shelter
Safety / Security
Affection
Esteem / Ego
Sense of self worth
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Psychological Segmentation
Personality
Extroverts
Introverts
Novelty seekers
Aggressive
Low dogmatic
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Psychological Segmentation
Perception
Low Risk
Moderate Risk
High Risk
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Psychological Segmentation
Learning involvement
Low involvement
High Involvement
Attitudes
Positive attitude
Negative attitude
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Psychographic
Life style Segmentation
Economy minded
Couch potatoes
Outside enthusiasts
Status seekers
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Satisfying Customers Esteem Needs
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Friendly neighbourhood
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Common choice
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Retail stores attract customers through sheer variety
and the choice to choose
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A place not only for shopping
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ConsumerMotivation
Session 5 continued
11.09.2008
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MOTIVA
TION
definition
It is the driving force within individuals that
impels them to action
NEED
GOAL
MOTIVATION
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Need Recognition
State of Affairs
Actual Stage
Desired state
Discrepancy
If discrepancy meets or exceeds the level Need is
recognised If discrepancy is below a certain level Need is not
there
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Interdependence of NEEDS and
GOAL
S
AwarenessPhysiological NEEDS
Psychological NEEDS
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Need associated withINANIMATE
objects
Acquisition
Conservancy Order
Retention
Construction
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Need that reflect ambition
accomplishment and prestige Superiority
Achievement
Recognition
Exhibition
Inviolacy [not violated attitude]
Infavoidance [avoid shame failure humiliationridicule]
Defendance [defensive attitude]
Counteraction [counteractive attitude]
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Needs concerned with Human
power
Dominance
Defference Similance [suggestible attitude]
Autonomy [self governing ]
Contrariance [to act differently from others]
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Sodomasochistic needs
Aggression [hostile act or behavior]
Abasement [humiliate / degrade]
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Needs concerned with affection
with people
Affiliation
Rejection Nurturance
Succorance [to seek aid protection
sympathy] Play
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Need concerned with social
intercourse
Cognizance [inquiring attitude]
Exposition [expositive attitude]
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A
trio of Needs
Need for POWER
Need for AFFILIATION Need for ACHIEVEMENT
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Behavior
Tension
Unfulfilled
NeedsWants
Desires
Cognitive Process
Tension
Reduction
Learning
Drive
Goal Needfulfillment
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GOAL
S
definition
Goals are the most sought after result of
motivated behavior
Generic Goal
Product Specific Goal
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GOAL
selection depends on Personal experiences
Physical capacity Prevailing Cultural Norms and values
Goal accessibility
Physical environmentSocial environment
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Goal
setting
Formationof a goal
Action
planning
Action initiated
And control
Goal attainment/ failure
Feedback
reactions31
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Iwant to be
more
beautiful
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Bread Spreads
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Positive and Negative motivation
Positive motivation
Approach Object
Negative motivation
Avoidance Object
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Rational Motives
Emotional Motives
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The Dynamics of Motivation
NEEDS are never fully satisfied
New NEEDS emerge as OLD NEEDS aresatisfied
Success and Failure influence GOALS
Substitute GOAL
FRUSTRATION
Defense mechanism
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Defence Mechanism
Aggression
Rationalization
Regression fall back / distance yourself Withdrawal back away
Projection forecast an image
Autism mental condition inability to
communicate Identification prove or recognize as one self
Repression overcome by force
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Application of Motives
Segmentation application
Promotional application
Positioning application
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Motivational Research
Dr. Sigmund Freud
Unconscious needs or drives
Biological and sexual drives
Dr. Ernest Dichter Psycho analyst
What consumer did quantitative / descriptive
studies
Why consumer did Cars MEN / cigarettes -
WOMEN
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Measurement of Motives
Observation and Inference
Subjective Reports
Qualitative Research
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AA43
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AA44
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AA
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AA
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