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Posted by Huzefa Sunday, October 25, 2009 8:29 AM
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CONSUMER NEEDS AND MOTIVATION

Diversity is not a new phenomenon. We all seek different
pleasures and spend our money in different ways. One
Subscribe in husband and wife may spend their vacation on a cruise to
a reader Singapore, their friends may prefer a camping trip to
Nathiagali. One father and mother may buy their young child a
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2009 (5) woman may spend her Christmas bonus on a new
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October (5) washer/dryer; her neighbor may spend hers to join a health
Culture
CONSUMER NEEDS AND MOTIVATION
club.
METHODS FOR STUDYING CONSUMER
BEHAVIOR THE NEE... Human needs consumer needs are the basis of all
CONSUMER MARKETING AND BEHAVIOR
modern marketing. Needs are the essence of the marketing
Consumer Behavior and Marketing Strategy
concept. The key to a companys survival, profitability and
growth in a highly competitive marketing environment is its
FEEDJIT Live Traffic ability to identify and satisfy unfulfilled consumer needs better
Feed and sooner than the competition.
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Marketers do not create needs, though in some instances
A visitor from New ark,
New Jersey they may make consumers more keenly aware of unfelt
view ed "Marketing:
CONSUMER NEEDS AND
needs. Successful marketers define their markets in terms of
MOTIVATION" 1 secs ago
the needs they presume to satisfy, rather than in the terms of
A visitor from San
Francisco, California
the products they sell. This is a market-oriented, rather than a
view ed "Marketing:
CONSUMER NEEDS AND
production-oriented, approach to marketing. A marketing
MOTIVATION" 34 secs ago orientation focuses on the needs of the buyer; a production-
A visitor from San
Francisco, California
orientation focuses on the needs of the seller. The Marketing
view ed "Marketing: concept implies that the manufacturer will make only what it
CONSUMER NEEDS AND
MOTIVATION" 2 mins ago knows people will buy; a production orientation implies that the
A visitor from London, manufacturer will try to sell what it decides to make.
London, City of
view ed "Marketing:
CONSUMER NEEDS AND There are countless examples of products that have
MOTIVATION" 6 hrs 35 mins
ago succeeded in the marketplace because they fulfilled
A visitor from Georgia consumer needs; there are even more examples of products
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and companies that have failed because they didnt recognize
CONSUMER NEEDS AND
ago or understand consumer needs.
A visitor from New
Zealand What is Motivation?
view ed "Marketing:
CONSUMER NEEDS AND
MOTIVATION" 9 hrs 22 mins We are interested in motivation because it is the driving force
ago
of behavior and there must be a reason, a motive for
A visitor from Ottaw a,
Ontario purchasing, and using products.
view ed "Marketing" 9 hrs 59
mins ago
Motivation can be described as the driving force within
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Ham pshire
individuals that impels them to action. The driving force is
view ed "Marketing:
CONSUMER NEEDS AND
produced by a state of tension, which exists as a result of an
ago
unfulfilled need. Individuals strive both consciously and
A visitor from
unconsciously to reduce this tension through behaviour
Havertow n, Pennsylvania which they anticipate will fulfill their needs and thus relieve
view ed "Marketing:
CONSUMER NEEDS AND them of the stress they feel. People experience wishes,
ago desires and needs. These can originate from unmet physical
A visitor from Sri Lanka needs or from fantasy or imagery. On this basis, we can
view ed "Marketing:
CONSUMER NEEDS AND assume that needs can be triggered by both internal and
MOTIVATION" 13 hrs ago
external forces.
R eal - ti me vi ew Get F eedj i t
There are many factors that can trigger motivation, and

motivational researchers try to identify and understand these
factors. Until now, there has been a tendency to focus on
Labels
Consumer Behavior and M arketing Strategy
needs, and a popular approach has been to assume that
(1) people do not act of their own will. Freud introduced the notion
CONSUM ER M ARKETING AND BEHAVIOR (1)
CONSUM ER NEEDS AND M OTIVATION (1)
are largely unconscious of the real psychological forces
CONSUM ER NEEDS AND M OTIVATION (1)
Culture (1) shaping their behaviour. his theory assumes that we grow up
repressing many urges. These urges are never eliminated or
under perfect control; they emerge as dreams, slips of the
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Huzefa
tongue, or in neurotic and obsessive behaviour. So, reasons
for purchasing a product may be conscious or unconscious.
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Needs
We use the term need when referring to any human
requirement, although there is a variety of other words that
may be sued such as wants or desires. Every individual has
needs; some are innate, others are acquired, but, most
importantly, needs underlie all human action. Innate needs are
physiological (i.e. biogenic); they include the needs for food,
water, air, clothing, shelter and sex. Because they are needed
to sustain biological life, biogenic needs are considered
primary needs or motives.
Acquired needs are needs that we learn in response to our
culture or environment. They may include the need for self-
esteem, prestige, affection, power or learning. Because
acquired needs are generally psychological (i.e.
psychogenic), they are considered secondary needs or
Followers motives.
Goals
Goals are sought-after results of motivated behaviour. All
behaviour is goal-oriented. Our discussion of motivation is in
part connected to generic goals that is, the general classes
or categories of goals that consumers select to fulfill their
needs. Marketers are even more concerned with consumers
product-specific goals that is, the specifically branded or
Facebook Badge labeled products they select to fulfill their needs. For
Huzefa Muhammad example, Lipton Company wants their consumers to view iced
tea as a good way to quench summer thirst (i.e. as a product-
specific goal).
The Selection of Goals
People have many needs, and for any given need there are
many different and appropriate goals. The goals selected by
individuals depend on their personal experiences, physical
capacity, prevailing norms and values, and the goals
accessibility in the physical and social environment. For
example, a young man may have a strong hunger need. If he
is a young university athlete, he may envision a thick sirloin
C reate Your Badge steak as his goal object; if his doctor has advised him not to
consume red meat, he may then settle for tuna steak. If he
has never tasted steak, if it is outside the realm of personal
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experience, he would probably not even think of it, but instead
select a food that has previously satisfied his hunger.
Our perception of ourselves also serves to influence the
specific goals we select. The products we own, would like to
own, or would not like to own, are often perceived in terms of
how closely they reflect our self-image. A product that is
perceived as matching our self-image has a greater
probability of being selected than one that is not. Thus, a man
who perceives himself as young or sophisticated may drive a
Porsche who perceives herself as rich and conservative may
drive a Mercedes.
Interdependence of Needs and Goals
Needs and goals are interdependent; neither exist without the
other. However, people are often not as aware of their needs
as they are of their goals. For example, a teenager may not be
consciously aware of her social needs but may join a
photography club to meet new friends. A local politician may
not be aware of a power need but may regularly run for public
office.
Positive and Negative Motivation

Motivation can be positive or negative in direction. We may
feel a strong driving force towards some object or condition,
or a driving force away form some object or condition. For
example, a person may be impelled towards a restaurant to
fulfill a hunger need and away form motorcycle transportation
to fulfill a safety need.
Rational versus Emotional Motives
Some consumer behaviorists distinguish between so called
rational motives and emotional (or-rational) motives. They use
the term rationally when they carefully consider all alternatives
and choose those that give them greatest utility. In a
marketing context, rationality implies that consumers select
goals based on totally objective criteria, such as size, weight,
price, or kilometers per liter. Emotional motives imply the
selection of goals according to personal or subjective criteria
(e.g. pride, fear, or the desire for individuality, affection,
status).
The Dynamic Nature of Motivation
Motivation is a highly dynamic construct that is constantly
changing in reaction to life experience.
Needs and Goals are Constantly Changing
Our needs and goals are always growing and changing in
response to our physical condition, environment, interactions
with others, and experiences. As we attain our goals, we
develop new ones. If we do not attain our goals, we continue
to strive for old ones, or develop substitute goals. Some of
the reasons why need-driven human activity never ceases
include the following:
Existing needs are never completely satisfied; they
continually induce activity designed to attain or maintain
fulfillment.
As needs become satisfied, new and higher order needs
emerge to be fulfilled.
People who achieve their goals set new and higher goals for
themselves.
Arousal of Motives
Most of our specific needs are dormant much of the time. The
arousal of any specific set of needs at a specific point in time
may be caused by internal stimuli found in our physiological
conditions, or in our emotional or cognitive processes, or by
external stimuli in the outside environment. For the most part,
purchases will not be made unless we experience a need and
are activated to satisfy it. Unsatisfied needs create a state of
tension.
There is agreement that most individuals are tension avoiders.
However, if tension cannot be avoided, most of us would wish
to resolve the tension as quickly as possible, and this creates
a certain type pf behavior. The amount of energy we are
willing to expend in the purchase of a product is a function of
both the level of tension the unsatisfied need state creates
and the degree to which we think the product will satisfy the
need. Motivation levels can, therefore, range from passion to
inertia. In turn, this affects the level of involvement that
consumers display in the purchase situation.
Physiological Arousal
Bodily needs at any specific moment are rooted in our
physiological condition at that moment. A drop in blood sugar
level, or stomach contractions, will trigger awareness of a
hunger need. A decrease in body temperature will induce
shivering, which makes us aware of the need for warmth.
Emotional Arousal
Thinking or daydreaming sometimes results in the arousal or
stimulation of latent needs. People who are bored or
frustrated in attempts to achieve their goals often engage in
daydreaming, in which they imagine themselves in all sorts of
desirable situations. These thoughts tend to arouse dormant
needs, which may produce uncomfortable tensions that push
them into goal-oriented behavior. A young woman who
dreams of becoming a business tycoon may enroll in
business school. A young man who wants to play professional
football may identify with a major league player and use the
products he endorses commercially.
Cognitive Arousal
Sometimes random thoughts or a personal achievement can
lead to a cognitive awareness of needs. An advertisement that
provokes memories of home might trigger instant recognition
of the need to speak with someone special.
Environmental Arousal
The set of needs activated at a particular time are often
determined by specific cues in the environment. Without
these cues, the needs would remain dormant. For example,
the six o clock news, the sight or smell of freshly baked
bread, fast food TV commercials, the childrens return from
school all these may arouse the need for food.
Hierarchy of Needs
One of the most widely accepted theories for human
motivation has been developed by Abraham Maslow. His
theory can be applied to interpreting how consumer goods
and services can be perceived as satisfying different level of
needs of consumers.
In summary, the hierarchy of needs theory postulates a five-
level hierarchy of prepotent human needs. Higher-order
needs become the driving force behind human behavior as
lower-level needs are satisfied. The theory says, in effect, that
dissatisfaction not satisfaction motivates behavior.
A Trio of Needs
Some psychologists believe in the existence of a trio of basic
needs: the needs for power, affiliation,
and achievement.
The power need relates to our desire to control our
environment. It includes the need to control other people and
various objects. This need appears to be closely related to
the ego need, in that many individuals experience increased
self enhancement when they exercise power over objects or
people. A number of products, such as cars, lend themselves
to promises of power or superiority for users.
Affiliation is a well-known and well-researched social motive
that has far-reaching influence on consumer behavior. The
affiliation need suggests that behavior is highly influenced by
the desire for friendship, acceptance, and belonging. People
with high affiliation needs tend to have a strong dependence
on others. They often select goods they feel will meet with the
approval of friends.
A considerable number of research studies have focused on
the achievement need. Individuals with a strong need for
achievement often regard often regard personal
accomplishment as an end in itself. The achievement need is
closely related to both the egoistic need and self-actualization
need. People with a high need for achievement have certain
traits that make them open to relevant appeals. They are more
self-confident, and enjoy taking calculated risks. They
research their environment actively, and are very interested in
feedback. Their interest in monetary rewards or profits is
primarily due to the feedback that money provides as to how
they are doing.
2 Response to "CONSUMER NEEDS AND MOTIVATION"
1.
Old Money Savoir Faire July 20, 2016 at 8:32 PM
Excellent analysis.
2.
Steve Berke February 14, 2017 at 7:14 PM
I think this article will fully complement you article. PLease continue
publishing helpful topics like this. Regards, from Always Open Commerce
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Marketing Feeds CONSUMER NEEDS AND MOTIVATION

CONSUMER NEEDS AND MOTIVATION

There are many factors that can trigger motivation, and

Positive and Negative Motivation

2 Response to "CONSUMER NEEDS AND MOTIVATION"

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