A Practical Assignment On Latent and Manifest motives in buying Mercedes Benz , Tooth paste & Colour T.V.

In Consumer Bheviour By K.Srinivas Sai Gopal (1302-11-672-011) B.Sai Krishna Jaiswal (1302-11-672-012) Rahul Roy (1302-11-672-016)

Motivation Motivation is a psychological feature that arouses an organism to act towards a desired goal and elicits, controls, and sustains certain goal directed behaviours. It can be considered a driving force; a psychological drive that compels or reinforces an action toward a desired goal. For example, hunger is a motivation that elicits a desire to eat. Motivation has been shown to have roots in physiological, behavioural, cognitive, and social areas. Motivation may be rooted in a basic impulse to optimize well-being, minimize physical pain and maximize pleasure. It can also originate from specific physical needs such as eating, sleeping or resting, etc. Motivation is an inner drive to behave or act in a certain manner. It's the difference between waking up before dawn to pound the pavement and lazing around the house all day.

These inner conditions such as wishes, desires, goals, activate to move in a particular direction in behaviour. Manifest motives are motives that are known and freely admitted. These motives are those which consumers/customers expresses while they are buying a product or service. These type of Motives are known to the consumer. These type of motives are main motives or reasons for which a consumer purchases a product. Consumers dont always readily admit their motives. They are sometimes really stubborn or unaware of their motives. Latent motives are either unknown to the consumer or are such that he/she is reluctant to admit them or he/she is unable to express them. These motives are perceived motives of you i.e what others are thinking about you

Latent and manifest Motives in buying a Mercedes Benz. Manifest motives

A large car is comfortable It will demonstrate that I am successful

Latent motives

A High quality car performs well

Purchase a Mercedes Benz

Number of My friends drive Mercedes benz

Its a powerful and stylish car and it will make me powerful and stylish

Figure above clearly describes the latent and manifest motives of a person buying a Mercedes Benz.

Latent and manifest Motives in buying a Tooth Paste Manifest motives Latent motives

It will fight with all dental problems

It will keep my teeth white

Purchase of a Tooth paste

It helps me to fight with my sensitive teeth

It will make me comfortabl e in the mornings with fresh

Fig shows Latent and manifest motives in purchasing toothpaste.

Latent and manifest motives in buying a Colour TV

Manifest motives

Latent motives

Colour TV gives me a good clarity

Purchase Of a

Colour TV is a basic amenity these days

Latest models in colour TV is a symbol of prestage

Colour TV

No Colour TV is a sort of downward feeling in the society