2.

Breifly describe the qualitative research techniques used in

Motivational Research

Motivation Research is a term used to describe the application of psychiatric and

psychological techniques to obtain a better understanding of why people respond as they
do with products, advertisements and various other marketing situations.
Motivation Research attempts to gather information buried in the unconscious mind of
the consumer.

Qualitative Techniques:
(Projective Techniques and Word Association as follows).

The main Projective Techniques are:

1. Word Association Test (W.A.I):
The interviewer calls a series of listed words one by one and the respondents quickly replies the
first word that enters his mind. The underlying assumption is that by free associating with
certain stimuli (words) the responses are timed so that those answers which the respondent
response out are identified.

2. Sentence Completion:
Sentence completion test is similar to word association test except that the respondent is required
to complete an unfinished sentence.

For example, I do not use shampoos because..

Coffee that is quickly made.

3. Story Completion:
In this technique the respondent is asked to complete a story, end of which is missing. This
enables a researcher to find out the almost exact version of images and feelings of people
towards a companys product. This helps in finalising the advertising and promotional themes for
the product in question.
4. Research of Ink-blot Tests (or Research Tests):
Motivation Research employs this famous test. These tests are not in much use in marketing
research. The research test expresses in a classic way the rationale behind all projective tests, that
is, in filling the missing parts of a vague and incomplete stimulus, the respondent projects
himself and his personality into the picture.

A lot of ink is put on the piece of paper and reference is made of company, product, and the
respondent is asked to give his view points after interpreting what he sees in the blot before him.
The respondent say, ugly packaging of the product, or excellent performance of the product.
This response will help the seller to finalise his marketing strategies.

5. Psychographic Technique:
This includes galvanic skin response, eye movement and eye blink test etc. which uses various
Instruments with the physiological responses.

6. Espionage Technique:
There are two methods in this technique:
(i) Use of Hidden Recorders:
Such as hidden tape recorders, cameras used to watch consumers as they make purchases or
consume items.

(ii) Rubbish Research:

This is another method of espionage activity. Here, the researcher shifts through the garbage of
individuals or groups and record pattern of consumption, waste, and brand preference. It gives
most required estimates of consumption of cigarettes, medicines, liquor, and magazines etc.

(d) Disguised Structured Techniques:

When we are to measure those attitudes which respondents might not readily and accurately
express, we can use disguised structured techniques. The disguised structured questionnaire are
easy to administer and code.

Respondents are given questions which they are not likely to be able to answer accurately. In
such circumstances they are compelled to guess at the answers. The respondents attitude on
the subject is assumed to be revealed to the extent and direction in which these guessing errors
are committed.

Uses of Motivation Research:

1. Motivation Research leads to useful insights and provides inspiration to creative person in the
advertising and packing world.

2. Knowledge and measurement of the true attitude of customers help in choosing the best selling
appeal for the product and the best way to represent the product in the sales talk, and in
determining the appropriateness and weight age of various promotional methods.

3. Motivation Research can help in measuring changes in attitudes, thus advertising research.

4. Knowledge and measurement of attitudes provides us with an imaginative market

segmentation tool and also enables estimating market potential of each additional segment.

5. Strategies to position the offer of the company in a particular market segment should be based
on the findings of motivation research.

Limitations of Motivation Research:

1. Cautions are required to be exercised not only in the application of these techniques but also
the resultant data should be analysed and interpreted according to the psychological theory.

2. Originally these techniques were developed to collect data from a single individual over a
period of time. It is not free from draw backs while we apply these techniques to gather data
from a number of individuals.

3. The designing and administering of these techniques need qualified and experimented
researchers. Such personnel are not easily available.

11. Explain Self Concept and how many kinds of Self

Image are there?
What Is Self-Concept?

Imagine yourself looking into a mirror. What do you see? Do you see your ideal self or your
actual self? Your ideal, or imagined, self is the self that you aspire to be. It is the one that you
hope will possess characteristics similar to that of a mentor or some other worldly figure.
Your actual self, however, is the one that you actually see. It is the self that has characteristics
that you were nurtured or, in some cases, born to have.

Self-concept is the construct that negotiates these two selves. In other words, it connotes first the
identification of the ideal self as separate from others, and second, it encompasses all the
behaviors vetted in the actual self that you engage in to reach the ideal self. Behavioral scientists
often assert that the self-concept is the sole perspective from which one can understand an
individual's behavior because it includes all the dimensions of the self including how one looks
(self-image), and what one knows (self-knowledge), and the ways in which these exist for others
(fulfilling the ego)

The term self-concept is a general term used to refer to how someone thinks about, evaluates or
perceives themselves. To be aware of oneself is to have a concept of oneself.

Baumeister (1999) provides the following self concept definition:

"The individual's belief about himself or herself, including the person's attributes and who and
what the self is".
Self Concept is an important term for both social psychology and humanism. Lewis (1990)
suggests that development of a concept of self has two aspects:

(1) The Existential Self

This is 'the most basic part of the self-scheme or self-concept; the sense of being separate and
distinct from others and the awareness of the constancy of the self' (Bee, 1992).
The child realizes that they exist as a separate entity from others and that they continue to exist
over time and space.
According to Lewis awareness of the existential self begins as young as two to three months old
and arises in part due to the relation the child has with the world. For example, the child smiles
and someone smiles back, or the child touches a mobile and sees it move.

(2) The Categorical Self

Having realized that he or she exists as a separate experiencing being, the child next
becomes aware that he or she is also an object in the world.

Just as other objects including people have properties that can be experienced (big, small,
red, smooth and so on) so the child is becoming aware of him or her self as an object
which can be experienced and which has properties.

The self too can be put into categories such as age, gender, size or skill. Two of the first
categories to be applied are age (I am 3) and gender (I am a girl).

In early childhood. the categories children apply to themselves are very concrete (e.g.
hair color, height and favorite things). Later, self-description also begins to include
reference to internal psychological traits, comparative evaluations and to how others see
them.

Carl Rogers (1959) believes that the self concept has three different components:

The view you have of yourself (self image)

How much value you place on yourself (self esteem or self-worth)
What you wish you were really like (ideal self)

Self Image

(what you see in yourself)

This does not necessarily have to reflect reality. Indeed a person with anorexia who is thin may
have a self image in which the person believes they are fat. A person's self image is affected by
many factors, such as parental influences, friends, the media etc.

Kuhn (1960) investigated the self-image by using The Twenty Statements Test.

He asked people to answer the question 'Who am I?' in 20 different ways. He found that the
responses could be divided into two major groups. These were social roles (external or objective
aspects of oneself such as son, teacher, friend) and personality traits (internal or affective aspects
of oneself such as gregarious, impatient, humorous).

The list of answers to the question Who Am I? probably include examples of each of the
following four types of responses:

1) Physical Description: Im tall, have blue eyes...etc.

2) Social Roles: We are all social beings whose behavior is shaped to some extent by the
roles we play. Such roles as student, housewife, or member of the football team not only
help others to recognize us but also help us to know what is expected of us in various
situations.

3) Personal Traits: These are a third dimension of our self-descriptions. Im

impulsive...Im generous...I tend to worry a lot...etc.
 4) Existential Statements (abstract ones): These can range from "Im a child of the
universe" to "Im a human being" to "Im a spiritual being"...etc.

Typically young people describe themselves more in terms of personal traits, whereas older
people feel defined to a greater extent by their social roles.

12. Define Family and Key Family Consumptions Role .

Three other basic functions provided by the family are particularly relevant to a discussion of
consumer behavior.

These include:

Economic well being

Emotional support

Suitable family lifestyles

Emotional well-being

Although families in the affluent nations of North America, Europe and Asia are no
longer formed primarily for economic security, providing financial means to its
dependents unquestionably a basic family function. How the family divides its
responsibilities for providing economic well-being has changed considerably during
past 30 years. No longer are traditional husband as economic provider and wife as
home maker and child-rearer still valid. For instance, it is very common for married
women with children in the United States and other industrial countries to be
employed outside the home for their husbands to share household responsibilities.
The economic role of children also has changed. Today, despite the fact that many
teenage children work, they rarely assist the family financially. Instead, many
teenagers are expected to pay for their own amusements.
Emotional support

The provision of emotional nourishment (including love, affection, and intimacy) to

its members is an important core function of the contemporary family. In fulfilling
this function, the family provides support and encouragement and assists its members
in coping with decision making and with personal or social problems. To make it
easier for working parents to show their love, affection, and support to their children,
greeting card companies have been increasingly creating cards for parents to give to
their children (vice versa)

Suitable family lifestyle

Another important family function in terms of consumer behavior is the establishment

of a suitable lifestyle for the family. Upbringing, experience, and the personal and
jointly held goals of the spouses determine the importance placed on education or
career, on reading, on television viewing, on the learning of computer skills, on the
frequency quality of dining out, and on the selection of other entertainment and
recreational activities.
Family lifestyle commitments, including the allocation of time, are generally
influencing consumption patterns.

Family life cycle stages

The concept of household or family life cycle is important for marketers in

segmenting the market. In 1966, William wells and George Gubar proposed eight
stages to describe the family life cycle.

The following life cycle stages are typical of families:

1. The bachelor stage: young, single person under age of 35 years. Incomes are
generally low since they have started careers, but they may have few financial burdens and
sufficient discretionary income.

2. Newly married: young couples, no children. If both spores are employed, they will have
high level of discretionary income.
3. Full nest 1: young married couples with youngest child under 6 years of age. There
would be greater squeezes on income because of increased on childcare. However, if they are
members of a joint family, the level of discretionary income is likely to be high.

4. Full nest 2: young married couples with children from 6 years to 12 years of age. Better
financial position because income of both parents rising. Children spend more hours outside
their parents influence.

5. Full nest 3: older married couples with dependent teenage children living at home.
Financial position of family continues to improve. There are increasing costs of college
education for children.

6. Empty nest 1: older married couples with no children living with them, parents still
employed. Reduced expenses result in greater savings and highest discretionary income.

7. Empty nest 2: older married couples with no children living with them and parents
retired. Drop in income and couple relies on savings and fixed income from retirement
benefits.

8. Solitary survivor 1: older single persons with low income and increasing medical needs.

Family decision making and consumption-related roles

Family decision making

When two or more family members are directly or indirectly involved in the decision making
process, it is called family decision making. Such family decisions differs from individuals
decisions in many ways. For example, if we consider the purchase of a bicycle for a child,
some of the relevant aspects to think about can be: who recognizes the need for bicycle? How
a brand is selected? What role the concerned child plays?

Joint decisions are more likely to operate in the early stages of family life cycle when
both spouses are relatively less experienced. After gaining experience, they usually delegate
responsibilities concerning buying decisions to each other.

Key family consumption roles

 For a family to function as a cohesive unit, tasks such as doing the laundry, preparing meals,
setting the dinner table, taking out the garbage, and walking the dog must be carried out by
one or more family members. In a dynamic society, family related duties are constantly
changing however, we can identify either distinct roles in the family decision making
process.

For example, a family member may be walking down the cookie aisle at a local
supermarket when she picks out an interesting new fat-free cookie. Her selection does not
directly involve the influence of other family members. She is the decider, the buyer and, in a
sense, the gatekeeper, however, she may not be the sole consumer. Products may be
consumed by a single family member, consumed or used directly by two or more family
members, or consumed indirectly by the entire family.

14. Groups:
Groups exist in every formal and informal type of organisations. Such groups are created by
the members for its satisfaction. Very often groups get formed automatically because of the
operation of various socio psychological factors. Such groups affect the behaviour of its
members.

Group dynamics is related to determining the interactions and forces between group members
in a social situation. The term dynamics originated from the Greek word meaning force. Thus
if this term can be extended to group dynamics, it refers to the study of forces operating
within a group. Here it would be proper to mention the difference between aggregates and
groups. Aggregation of individuals refers to where individuals are not aware of each other, or
if aware, do not interact with each other in a meaningful way. A group will comprise of:

1. Two or more people who are interdependent on each other, with group members and

2. The group share a set of beliefs, valves and norms, which regulates their mutual conduct.

Meaning of Group:

Marvin E. Shaw has defined groups as two or more persons who are interacting with one
another in a such a manner that each person influences and influenced by each other
 People generally tend to define a group differently, mainly because it is difficult to define a
group independent of some specific reference or purpose. As per the above definition when
two or more people interact together such that each member is influence as well as be
influenced by other group members, it is referred to as a group

Clouis R. Shepherd defines groups as A group may be defined as the aggregation of small
number of persons who work for common goals, develop a shared attitudes and are aware
that they are part of a group and perceive themselves as such.

Characteristics of Groups:

1. Two or more persons: To form a group there should be atleast two persons, because a
single individual cannot interact. Though no maximum limits have been set, the size of the
group should be such so as to allow meaningful interaction among the members of group.

2. Collective identity: Each member of the group must believe that he is member of the
group and also be aware of his participation in the group activity. For instance a group of
boys are room-mates staying together in the hostel. Though they may not be studying in the
same class but because of their identity of room-mates they would prefer to go out together
for shopping.

3. Interaction: Members of the group will interact with each other. Though it is not
necessary for all members of the group to interact simultaneously but each member must
atleast occasionally interact with the members of the group.

4. Shared goal interest: Members of the group should concur to the attainment of
objectives each one must atleast share one of the groups concerns

Reasons for formation of groups:

The reasons for the formation of groups are as follows

1. Solution for mindedness : Though the group members bring with them expertise in the
form of knowledge and experience sometimes due to want of time the group members may
pressurise all concerned with the group to arrive at solution to the problem quickly. In such
cases the decisions arrived at may be improper/ hasty/ premature one and need not be the
correct one.

2. Compromised results: In case of problems the group members though interactions and
discussions will understand the problem hold discussions and try to arrive at a consensus.
However sometimes when consensus is arrived at, the group may perceive group harmony as
more important than any given task decision. This results in a compromise on the solution
arrived at. Under the circumstances this may not be the best solution but rather a
compromised one.

3. Untimely decisions: One of the characteristic features of a group is that decisions can
be taken very fast. But at a times leader of the group will as a rule of the thumb take a
decision and then communicate it group. In such cases the very purpose for formation of a
group is defeated. By following the thumb rule the group leader will be taking a unilateral
decisions and not the united one. Moreover since the decision taken is single handedly and
also arrived at quickly it may be an untimely decision.

4. Conflicts: Since the informal group exist to meet and satisfy the social needs of its
members, there are chances of occurrences of role conflict. This problem arises when the
individual group member becomes more committed to his/her own goal and seem to
undermine their group members problems. In case of imbalance between the two and if the
group as such is not constituted properly conflict may arise.

5. Dominance: Groups are useful for transmitting and sharing information. In case of a
problem all members can discuss it together and decisions can be arrived at with
opportunities for clarification. However there is is always a fear of a single person a
dominant personality assuming unofficial authority.

Types of Groups:

1. Family life cycle:

Even though it is the family unit which purchases home appliances, toys, furniture etc, it is
cannot be implied that all the families are in the market at the same time or for that matter at
any time. This means that along with family decision making the family life cycle also plays
a role in influencing consumer behaviour and also helps in gaining insight into consumption
related behaviour.

Peoples consumptions patterns of goods and services they buy and consume changes over
their lifetime. As babies they consume baby food in the earlier years, most food items in their
growing and mature years and specific diets in the later years. Individuals taste and
preference related to cloths, automobiles, idea of re-creation etc. is also related to stage of the
family life cycle and age.

Some writers like Gail Sheehy in his papers predictable crisis in adult life and Roger Gould
in transformation has identified certain psychological life cycle stages that adults
experience certain passage or transformation as they go through life. This means that
changing consumption interest can also associated with these adult passages.

Thus marketers very often try to identify their target markets in terms of family life cycle and
develop appropriate product and marketing plans. Further they also have to pay attention to
the changing consumption interests that might be associated with these adult passages and
develop marketing programmes accordingly.

2. Friendship groups:

An individuals for his/her protection self awareness and enhancement needs others around
him/her Leon Festinger in his A theory of social comparison processes has claimed that
there exists in the human organisms a drive to evaluate his opinions and abilities. If objective
non social means are not available of others. In other words human beings prefer the
company of other and these peoples opinion also matters to them. Consumers also enjoy the
company of their friends when purchasing certain types of goods. Such friendship group
influence the consumer especially products like clothing, fine jewellery, cosmetics and
personal care items, food items etc.

The influence of the friends is also seen in buyers choice of food habits and drinks.
Marketers have realised the important role played by the friends in influencing the
consumption pattern of individuals in certain category of products and also involved in
designing suitable marketing communication programmes. To mention a few advertisements-
coca-cola,(all soft drinks) close up, colgate etc (tooth paste) rin bar , life bouy, life bouy
plus,(soaps and detergents) Hero tribe ranger (cycle) Four square, Gold Flake etc. (cigarettes)
and so on are based on themes of evolved around friendship.

3. Formal social clubs:

Human beings are generally considered to be sociable in nature, spend much of his/her time
in group situations. They like to be associated with formal social clubs like the Rotary Club,
Lions Club etc. The reason for their getting associated with such social groups may be to
achieve a specific goal like making new friends, career advancement or pursuing a special
interest or promoting a specific cause. Such formal social systems generally comprises of
three elements

Activities

Interaction Sentiments

Activities are the tasks that people perform. Interactions are the behaviour that occurs
between people in performing the tasks. And the sentiments are the attitudes that develop
between individuals within the group. George C. Homans argues that these concepts through
separate and closely related. A change in any of these three elements will produce some
change in the other two.

In a formal organisation setup, job (activities) has to be done that require people to work
together (interactions). These jobs must be sufficiently satisfying (sentiments) for people to
continue doing them. With more and more positive interaction with each other, more and
more positive sentiments will be developed by the people towards each other. As, this
process continues there is tendency for the group members to become more alike in their
activities and their sentiments.

Markets releasing the role played by the formal groups on their individual members can work
out a suitable sales promotion and communication programme and deliver the same to its
target segment.

4. Shopping friends/groups:

According to psychology group refers to the number of people who interact with one
another are psychologically aware of one another and perceive themselves to be a group. In
the same way, shopping groups can be assumed to exists because the friends or the group
members need to relate to each other mainly because of the physical location of the people
same perception of things matching personality, styles ,outlooks etc. These factors are
responsible for the increase in the frequency of the interactions between the members of a
shopping group.

So depending on the product category and target market segment the marketer should
develop a marketing programme keeping in mind the shopping group who are likely to be
involved in the decision making process and who will are also likely to influence the
individual buyer.

5. Work Group:

This group can comprises of formal work group and informal work group. The formal work
groups are those which are deliberately created by companies in order to fulfil specific tasks
or functions clearly related to the total organisational goals and objectives. Based on their
duration, the formal work groups can be of two types.

a).Permanent formal work group: are part of the top management team, work units in
various departments of the organisation staff groups proving specialised services to the line
people in the organisation, permanent committees and so on.
b) Temporary formal work groups: are committees or tasks forces created for a particular
purpose/mission. They may be created to study and review the salary policies to suggest
measures to improve the relationship between the union and management or to think of new
products and services and so on. These temporary formal groups may exist till the tasks
assigned to them have been completed. Very often the committee /temporary work group will
comprise of members, who are already on the permanent payroll of the company. However
till the completion of work assigned to the committee there will be close interactions between
the members.

Markets must realise that the work group also plays a very important role in promoting their
products and work out marketing programmes to communicate information about their
product and its usage to the work groups.

16. Explain the profile of consumer innovation

Consumer innovators are identified on the basis of time elapsed after the launch or as
a specific percentage of people out of total purchasers who buy early. They are
venturesome, young, highly educated, high social status (online & offline), high-
income individuals, who have an interest in new products and seek variety in life.
They have low-risk perception and have a positive attitude towards change.
Eventually, they are very sociable and in the role of opinion leaders and market
mavens, they can be quite influential.
Extensive research has gone into understanding the consumer profile of the five
adopter categories of consumer innovativeness, especially, the innovators, who are
perceived to be the key to success for an innovation. There is no universally accepted
definition of consumer innovators. They are generally described as
the "individuals" who are the first ones to adopt an innovation in a social system.
Again, there is no clear-cut distinction between consumer innovators and early
adopters yet. Therefore, some researchers define "innovators" as the first 2.5 percent
of the adopting population, while the some other set of researchers believe them to be
as significant as 10 percent of the adopting population. Yet, another set of
 researchers defines them as individuals who purchase the "innovation" during the
introductory phase (first 3 months after launch). There is also a school of thought
which defines consumer innovators as the individuals who have more creativity than
succeeding following adopter categories because they constantly working on new-to-
the-market products and innovate in their leisure time with the application of their
own out-of-pocket expenditures.
Consumer innovators are more interested in the product categories they are first to
purchase, than any other adopter class. It means that the consumer innovator in one
product category, may or may not be the innovator in another product category. They
seek information from the mass media, social media, open source intelligence and a
variety of informal channels of information regarding the product of their interest.
Each social system has a structure which determines the direction of diffusion in
innovation while the individual behavior determines the speed of adoption. The role
of some key individuals within the social system significantly affects the rate of
adoption. These individuals are often referred to as opinion leaders.
Some key attributes of opinion leaders are - innovativeness, willingness to share, self-
confidence, socially active, having more media exposure. These characteristics are
quite similar to those of consumer innovators which suggest that there is a high
likelihood of consumer innovators being opinion leaders.
Research has also identified a special category of opinion leaders, knows as market
mavens. These people keep themselves informed about a wide range of product
categories, and unlike general opinion leaders, their influence extends beyond high
involvement goods alone. Their knowledge on the products and services are not
necessarily from the usage experience but from their general knowledge. Their prime
personality traits are - capable, fashion-conscious, sociable, and self-confident.
 In the role of opinion leaders, consumer innovators can be of great value to marketers
of innovations. They will not only be having extreme interest and enthusiasm
regarding the innovation, but also considerable influence over a large chunk of the
population, which has a direct effect on success or failure of the innovation. The
consumer innovator as a market maven, on the other hand, can also be of great
importance, not just in few categories of products but due to their greater general
knowledge of the marketplace and products as a whole. It's imminent in near future
where companies will shift their R&D resources and marketing strategy away from
internal development to focus on developing methods to systematically search for
promising "consumer innovations", and to give those innovators better and better
tools with which to modify their products and share the profit with them if the
innovation itself can be successfully commercialize in the later stages.
 17. Explain the stages in adoption process and explain
briefly about enhanced adoption process model.

The consumer adoption process is constant. Marketing tools may change, the way consumers
discover products may change, and consumer behaviors may change, but the 5 stages that make
up the consumer adoption process will always remain the same.

In my years of business, my days in business school, and my experience at WeLink and AT&T, I
have learned about numerous companies and how they market their products. I have witnessed
many failures and witness many successes. What is interesting to me is how important it is for
businesses to truly understand the 5 stages of the consumer adoption process and the important
role this process plays to the success of the business. The 5 stages are: product awareness,
product interest, product evaluation, product trial, and product adoption. Companies work
hard to create a product, but in order to sustain and succeed in the market, organizations also
need to create a process that successfully walks their consumers through the stages of the
consumer adoption process.

5 Stages to the Consumer Adoption Process

Stage 1 - Product Awareness

This first stage is about creating awareness that your product is in the market. It is important that
your company develops a successful avenue for your consumers to become aware of your
product. If consumers do not know your product exists, than it might as well not exist! Create
marketing material. These can be one-sheets, video teasers, images, and landing pages. Make
these marketing materials easily accessible. Utilizing creativity and wit is a great way to engage
consumers in this awareness stage. I recommend creating a strong social presence for said
product. In the era of social media, many tools are available in the market that provide
companies with the techniques and methods to increase product awareness through social
channels enabling them to reach a large number of customers at a low cost!

Case Example Movie Teasers and Tesla Model D

As an example, movie teasers are designed to inform the audience and customers that a movie
will be released soon, but it doesnt provide them in-depth information about the movie. Another
great example includes Teslas Model D. Prior to its launch and release, Elon Musk published
the below image on his Twitter in order to build momentum and awareness of their upcoming
launch. Whats amazing about this picture is the way it has been strategically designed to make
consumers aware of the product without exposing too much about the product. The viewer is left
wanting to learn more.

Stage 2 - Product Interest

In this stage consumers are ready to learn more about your companies product and / or service.
Your organization must guide the consumer through the interest stage by providing easily
accessible information on your product. Among the methods used in the todays business
landscape include a website describing the product, blog posts, tutorial or instructional videos,
white papers, and other sources of info that the potential consumer can discover and review.

Case Example Apple

Apple utilizes its product launch to provide information and insight into its latest product. With
well-designed and organized speech, scripted presentation, and balanced use of technical and
non-technical vocabulary, Apple delivers information eloquently and successfully to broad range
of customers. With the information now available in multiple mediums and comprehensible by
both technical and non-technical individuals, Apple gains the interest of their potential customers
and builds strong momentum of interested buyers.
Stage 3 - Product Evaluation

Prior to purchasing, consumers examine, compare and evaluate the product. Such behavior
increases in intensity and need once the item in question is more expensive, sophisticated and
complex, or critical. Consumers are searching for information. We are now finding that
consumers go online and utilize social media channels to ask other individuals about your
product or service. In addition, they find online reviews and recommendations. In order to
simplify a customers search and evaluation of your product, I suggest creating information that
outlines the difference between your product and other similar products, or differences within the
different products and services you sell. Outline what separates your product from others, and
emphasize on strength. Another great system to utilize is the webinar. This platform allow you to
communicate with potential customer in depth information about your product and provides time
for Q&A.

Case Example PCMag

PCMag is a world-renowned website for comparing gadgets and computers. They are notable for
their reliable reporting, comprehensive evaluation editorials, and categorization of different
gadgets based on their qualities. For example, in order to maintain fairness, PCMag categorizes
laptops differently (such as work laptop, ultra-notebooks, etc) in order to provide a more
reasonable evaluation that fits the needs of the customer. PCMag is a great tool for consumers to
evaluate products. Product manufactures can contact PCMag and request to get their products
included in the magazine.
Stage 4 - Product Trial

This is the stage where the consumer kicks the tires. Nothing helps a consumer make a
decision about your product more than actually trying your product out! There are many ways
this is accomplished. For example, your company can provide your consumer with a free trial or
a proof of concept campaign. In this stage it is very important to set the customer expectations
correctly and deliver on said expectations.

Case Example Costco

Costco is known for their free samples. I have heard that some customers piecemeal an entire
lunch just from bouncing around the free sample tables during a visit to a Costco location. This
free sample" approach is very smart. In some cases Costco has seen this strategy increase sales
of a product over 1000 percent. There are additional psychological effects from this, which
include consumer loyalty and consumer reciprocity. Consumers feel that if they receive
something for free they owe something in return.

Stage 5 - Product Adoption

When the consumer enters the product adoption phase, he/she is ready to purchase your
companies product. This is the critical stage that businesses need to get their consumers to. When
the customer is here, you need to make the payment process simple, intuitive, and pain free. In
addition, you need to ensure that the consumer can easily obtain the product. If you make it to
and through this last phase successfully, than you can take money to the bank - A job well done!

Consumer Adoption Process is for All!

Whether you have a new business or an existing business, a product built for the enterprise or a
product built for a consumer; the consumer adoption process is the same. It is important to create
a strategy and the necessary tools to successfully take your consumers through these 5 stages. If
you can nail this, than you are in business. Last piece of advice; Marketing your product is as
important, if not more important, than creating your product.

Fig. Enhanced adoption model ( to be explained )

19. What are the dynamics of motivation ? Explain the

Heiarchy need theory with the help of suitable diagram .

Motivation:
People are motivated by many things, some positive others not. Some motivating factors
can move people only a short time, like hunger which will last only until you are fed.
Others can drive a person onward for years.

Motivation is the driving force within individuals that impels them to action. Motivation
is the activation or energization of goal-oriented behavior. Motivation may be intrinsic or
extrinsic. The term is generally used for humans but, theoretically, it can also be used to
describe the causes for animal behavior as well. According to various theories,
motivation may be rooted in the basic need to minimize physical pain and maximize
pleasure, or it may include specific needs such as eating and resting, or a desired object,
hobby, goal, state of being, ideal, or it may be attributed to less-apparent reasons such as
altruism, morality, or avoiding mortality.

Dynamic Nature of Motivation:

Motivation means the driving force within individuals that impels them to action. It is
considered to be dynamic in nature as is constantly changing in reaction to life
experiences. Needs and goals are constantly changing because of an individuals physical
condition, social circle, environment and other experiences.

When one goal is achieved, an individual tries to attain the new ones. If they are unable
to attain, either they keep striving for them or finds out the substitute goal. Psychologists
have given certain reasons to support the statement Needs and goals are constantly
changing

(1) An individuals existing needs are never completely satisfied, they continually impel
them to attain or maintain satisfaction.

(2) As one need is satisfied, the next higher level need emerges.

(3) An individual who achieves their goals set new and higher goals for themselves.

Needs are never fully satisfied:

Most of the human needs are never permanently satisfied. For example, most people need
continuous approval from others to satisfy their social needs. There are various examples
in our surroundings that show temporary goal achievement does not fully satisfy the need
for power and every individual keeps striving to satisfy the need more fully.

Some researchers say that new needs emerge as old needs are satisfied. In motivational
theories, researcher have given facts supporting that new higher-order needs emerge as
individual fulfills his lower needs (Maslows hierarchy of needs).

Marketers must be aware of the changing needs. For example, now-a-days everybody has
become environment conscious, so companies have also adapted environment friendly
attitude like using paper bags for packing or for promotional strategy.

Similarly, automobiles were considered as prestige symbol before and therefore, marketer
were promoting in the same manner. Now, marketers stress more on safety because
consumers are going for long drives with family because of shifting of need satisfaction
reasons of people.

Motivation theories and marketing strategy:

Abraham Maslows Need Hierarchy Theory:

One of the most widely mentioned theories of motivation is the hierarchy of needs theory
put forth by psychologist Abraham Maslow. Maslow saw human needs in the form of a
hierarchy, ascending from the lowest to the highest, and he concluded that when one set
of needs is satisfied, this kind of need ceases to be a motivator.

As per his theory this needs are:

(i) Physiological needs: These are important needs for sustaining the human life. Food,
water, warmth, shelter, sleep, medicine and education are the basic physiological needs
which fall in the primary list of need satisfaction. Maslow was of an opinion that until
these needs were satisfied to a degree to maintain life, no other motivating factors can
work.

(ii) Security or Safety needs: These are the needs to be free of physical danger and of the
fear of losing a job, property, food or shelter. It also includes protection against any
emotional harm.

(iii) Social needs: Since people are social beings, they need to belong and be accepted by
others. People try to satisfy their need for affection, acceptance and friendship.

(iv) Esteem needs:According to Maslow, once people begin to satisfy their need to
belong, they tend to want to be held in esteem both by themselves and by others. This
kind of need produces such satisfaction as power, prestige status and self-confidence. It
includes both internal esteem factors like self-respect, autonomy and achievements and
external esteem factors such as states, recognition and attention.

(v) Need for self-actualization : Maslow regards this as the highest need in his hierarchy.
It is the drive to become what one is capable of becoming, it includes growth, achieving
ones potential and self-fulfillment. It is to maximize ones potential and to accomplish
something.

As each of these needs are substantially satisfied, the next need becomes dominant. From
the standpoint of motivation, the theory would say that although no need is ever fully
gratified, a substantially satisfied need no longer motivates. So if you want to motivate
someone, you need to understand what level of the hierarchy that person is on and focus
on satisfying those needs or needs above that level.

Maslows need theory has received wide recognition, particularly among practicing
managers. This can be attributed to the theorys intuitive logic and ease of understanding.
However, research does not validate these theory. Maslow provided no empirical
evidence and other several studies that sought to validate the theory found no support for
it.

Examples :-

(1) Physiological housing, food, drink, clothing.

(2) Safety insurance, burglar alarms (Wesco, Auto cop), tire alarms, cars with air bags.

(3) Self-esteem high status brands, goods or services like owning microwave etc.

(4) Social greeting cards, holiday packages, team sports equipment.

(5) Self actualization educational services etc.

Maslows hierarchy of needs in marketing (application)

To help with training of Maslow's theory look for Maslow's Hierarchy of Needs
motivators in advertising. This is a great basis for Maslow and motivation training
exercises:

Biological and Physiological needs - wife/child-abuse help-lines, social security benefits,

Samaritans, roadside recovery.

Safety needs - home security products (alarms, etc), house an contents insurance, life
assurance, schools.

Belongingness and Love needs - dating and match-making services, chat-lines, clubs and
membership societies, Macdonalds, 'family' themes like the old style Oxo stock cube
ads.
 Esteem needs - cosmetics, fast cars, home improvements, furniture, fashion clothes,
drinks, lifestyle products and services.

Self-Actualization needs - Open University, and that's about it; little else in mainstream
media because only 2% of population are self-actualizers, so they don't constitute a very
big part of the mainstream market.

20. What is Subliminal Perception ? How does it relate

to marketing ? Explain giving suitable examples.

Subliminal Perception

When peoples' thoughts, feelings and actions are influenced by stimuli without awareness. When
perception about a product is more powerful than the awareness about that product. It is the mind
control that can be achieved without awareness. Two basic types of subliminal messages can be
sent to the unconscious- auditory & visual. It occurs even when the stimulus is very weak but
still can influence people.

An organization message is called effective when it sticks in consumers minds and influences
them to buy. Thus marketing messages that influence them unconsciously are called subliminal
perception of customers experience. Many marketers include these subliminal words and images
in advertising. They use the subliminal references to power, sex, happiness, wealth or hunger in
their online, print and television ads or in brand logos.

For Example:

A. Amazon

This logo features a smiley face that connects A to Z, as to suggest that amazon can find
anything starting with A to Z and customers will always be happy doing business with Amazon.
Subliminal marketing helps to gain attention of the customers and influence them to prefer your
product if they are not loyal to another competing product. In order to be influenced by
subliminal perception, they must be motivated to do what the subliminal message suggests after
hearing about the brand. For example is a subliminal message flashes about a product related to
sports gear, but you are not interested in sport, then it wont influence you to buy.

Many marketers don't see the need, to sway some undecided consumers by the help of subliminal
marketing. Conscious thoughts and emotions by Compelling marketing keep the consumers
away from coming back to a brand they already like. When the supposed subliminal messages or
images are exposed, impact of ads and logos on consumers minds is diminished.

B. FedEx

Another oldie-but-goodie subliminal message can be found in the FedEx logo. Whitespace in the
logo clearly shows an arrow an indication of the companys speed and ability to get your
delivery from Point A to Point B

Subliminal Messages Can Turn a Logo or Advertisement Into Art

Subliminal messages can do a lot of legwork for you well after the campaign is done. Great ads
will be shared, and reach a near-viral status, if the message is clever and subtle.
But of course, even the best ad will eventually fall out of style if youre looking to make a
lasting impression on your prospects and customers (and make the most of your marketing
spend) be subtle and clever with all your content.

C. Coca Cola :-

One print ad for Coca Cola featured frost that some argued was subtly shaped in the image of a
naked woman on the top of a can. Presumably, that image would shift the perception of the drink
and make it more attractive to the target market.

21. Define Consumer learning Process ? What are the

elements of consumer learning process ? Explain the theories
of consumer learning process in detail.
According to Kotlers Definition, learning involves changes in an individuals behavior arising
out of the experience. Most of the human behavior is learned over time, out of the experience.

Following are the features of consumer learning

Consumer learning is a process. A process which continually changes and acquires

new knowledge.
This knowledge can be obtained from reading, discussing, observing, thinking, etc.
Newly acquired knowledge or personal experience, both serve as feedback.

Elements of Consumer Learning

A. Motivation is the driving force of all important things to be learnt. Motives allow
individuals to increase their readiness to respond to learning. It also helps in activating
the energy to do so. Thus the degree of involvement usually determines the motivation to
search information about a product.

For example, showing advertisements for summer products just before summer season or for
winter clothes before winters.
 B. Cues are not strong as motives, but their influence in which the consumer responds to
these motives.

For example, in a market, the styling, packaging, the store display, prices all serve as cues to
help consumers to decide on a particular product, but this can happen only if the consumer has
the motive to buy. Thus, marketers need to be careful while providing cues, especially to
consumers who have expectations driven by motives.

C. Response signifies how a consumer reacts to the motives or even cues. The response can
be shown or hidden, but in either of the cases learning takes place. Often marketers may
not succeed in stimulating a purchase but the learning takes place over a period of time
and then they may succeed in forming a particular image of the brand or product in the
consumers mind.

Reinforcement is very important as it increases the probability of a particular response in the

future driven by motives and cues.

Consumer Behavioral Learning Theories

There are various theories which are developed to explain the learning theories. The below are
the major theories related to consumer behavior.

Classical Conditioning theory refers to learning through repetition. This is referred to as a

spontaneous response to particular situation achieved by repetitive exposure. It is such a kind of
a behavioral theory which says, when a stimulus is connected to or paired with another stimulus,
it serves to produce the same response even when used alone.

For example, if you usually listen news at 9 pm and have dinner too at 9 pm while watching the
news then eventually the sound of news at 9pm may make you hungry even though you are not
actually hungry or even if the dinner is not ready.

Instrumental Theory is developed by B F SKINNER, an American psychologist, he was the

first to develop this model of learning. Instrumental theory suggests that human beings learn by
trial and error method and then find out a particular stimulus that can yield best results. Then,
this is subsequently formed as a habit
This theory is very important and applies to many common situations in the context of consumer
behavior. It suggests that consumers learn by means of trial-and-error method in which some
purchase behaviors result in a more favorable outcome.

22. Explain theory of personality in detail with relevant examples.

Personality
To understand a buyer needs and convert them into customers is the main
purpose of the consumer behavior study. To understand the buyer habits
and his priorities, it is required to understand and know the personality of
the buyer.

Personality signifies the inner psychological characteristics that reflect how

a person reacts to his environment. Personality shows the individual choices
for various products and brands. It helps the marketers in deciding when
and how to promote the product. Personality can be categorized on the
basis of individual traits, likes, dislikes etc.

Though personality is static, it can change due to major events such as

death, birth or marriage and can also change gradually with time. By
connecting with the personality characteristics of an individual, a marketer
can conveniently formulate marketing strategies.

We will discuss in this chapter the various theories of personality.

Trait Theory
Traits are the features of an individual or tendency of an individual in a
particular manner. Traits help in defining the behavior of consumers.
According to the Trait theorists, an individuals personality make-up stems
out of the traits that he possesses, and the identification of traits is
important.

Following are the few of the most common traits

 Outgoing

Sad

Stable

Serious

Happy go lucky

Relaxed

Self assured

Practical

Imaginative

Trait theory is representative of multi-personality theories. Trait theory is

based on certain assumptions, such as traits which are certainly stable in
nature and a limited number of traits are common to most of the people.

According to the Trait theorists, an individuals personality make-up stems

out of the traits that he possesses, and the identification of traits is
important. The trait theories can be of two broad categories, viz., Simple
trait theories and general trait theories.

Simple Trait Theories

In simple trait theories, a limited number of traits are identified, and people
are categorized and classified on the basis of these traits.

General Trait Theories

In general trait theories, a large variety of traits are identified.

The Psychoanalytic Theory of Freud

Sigmund Freud, the father of psychology, became famous with his
psychoanalytic theory of personality. In fact, the theory is regarded as the
cornerstone of modern psychology. Sigmund based his theory on certain
assumptions which is as follows
Unconscious needs or drives lie at the heart of human motivation and
personality.

The socialization process that takes place within people in a social set up
has a huge impact on individual behavior. Freud explained much of how the
psyche or the mind operates, and proposed that, human psyche is
composed of parts within our awareness and beyond our awareness.

He said that all behavior within an individual cannot be explained, much lies
in the subconscious.

Id According to Freuds psychoanalytic theory of personality, the id

operates based on the pleasure principle, which stresses on
immediate fulfillment of needs. The id is the personality component
made up of unconscious psychic energy which satisfies basic urges,
needs, and desires.

Ego Ego is that state of awareness which thinks of you as separate

from the other. It always thinks of the glories of the past and hopes
of the future and focuses on guiltiness. It always thinks of what was
and what could be.

Super Ego The superego provides guidelines for making

judgments. It is the aspect of personality that holds all our moral
standards and ideals that we acquire from both parents and society.

Neo-Freudian Theory
There were a group of psychologists who believed that social interaction
and resultant relationships formed the basis for the growth and
development of personality. Here, they disagreed with their contemporary,
Freud, who believed that personality was

Biological and rooted in genetics, and

 Was groomed as a result of early childhood experiences. This group of
researchers who laid emphasis on the process of socialization came to
be known as the Neo. To form a personality, social relationships are
very important.

Based on this, consumers are classified into three personality types

Complaint Personalities They prefer love and affection and so

they move towards them and so they prefer known brands.

Aggressive Personalities They tend to move against others and

they show off their need for power, success etc which is quite
manipulative.

Detached Personalities They are not much aware of brands and

are more self reliant and independent.

Marketers also tend to use Neo-Freudian theories while segmenting markets

and positioning their products.

23. Define consumer motivation and explain type of

consumer motivation. Describe what is frustration and how
it manifests.
Needs are the core of the marketing concept. The study of Motivation refers to all the processes
that drives in a person to perceive a need and pursue a definite course of action to fulfill that
need.
What are Needs Every individual has needs that are required to be fulfilled. Primary needs are
food, clothing, shelter and secondary needs are society, culture etc.

What are Wants Needs are the necessities, but wants are something more in addition to the
needs. For example, food is a need and type of food is our want.

What are Goals Goals are the objectives that have to be fulfilled. Goals are generic and
product specific in nature. Generic goals are general in nature, whereas product specific goals are
the desires of a specific nature.

Needs and fulfillment are the basis of motivation. Change takes place due to both internal as well
as external factors. Sometimes needs are satisfied and sometimes they are not due to individuals
personal, social, cultural or financial needs.

Types of Motivation :-

Positive and negative motivation:

Positive motivation is a response which includes enjoyment and optimism about the tasks that
you are involved in. Positive motivation induces people to do work in the best possible manner
and to improve their performance. Under this better facilities and rewards are provided for their
better performance. Such rewards and facilities may be financial and non-financial.

Negative motivation aims at controlling the negative efforts of the work and seeks to create a
sense of fear for the worker, which he has to suffer for lack of good performance. It is based on
the concept that if a worker fails in achieving the desired results, he should be punished.
Negative motivation involves undertaking tasks because there will be undesirable outcomes, eg.
failing a subject, if tasks are not completed.
Almost all students will experience positive and negative motivation, as well as loss of
motivation, at different times during their life at University.

Both positive and negative motivation aim at inspiring the will of the people to work but they
differ in their approaches. Whereas one approaches the people to work in the best possible
manner providing better monetary and non-monetary incentives, the other tries to induce the man
by cutting their wages and other facilities and amenities on the belief that man works out of fear.

Frustration:

Failure to achieve a goal often result in feeling of frustration (inability to attain goal-
frustration comes) --Limited physical or Financial resources. --Obstacle in the physical or social
environment such frustration people are likely to adopt a defense mechanism to protect their egos
from feelings of inadequacy.

Defense Mechanism : Methods by which people mentally redefine frustrating situations to

protect their self-images and their self-esteem

1. Aggression (attracting) may react with anger towards his/her boss for not getting enough
money for one trip so frustrated consumers have boycotted manufacturers in an effort to
improve product quality and have boycotted retailers in an effort to have price lowered.
2. Rationalization (Convince themselves)They may decide that goal is not really worth
(reasoning for being unable to attain their goals)
3. RegressionPeople react to frustrating situations with childish or immature behavior
4. Withdrawalwithdrawing from the situation.Ex..Person who has difficulty achieving
officer status in an organisation may simply quit the organisation or he may decide he can
use his time more constructively in other activities.
5. ProjectionAn individual may projecting blame for his/her own failure and inabilities
on other objects or persons.Ex..the driver who has an automobile accident may blame the
other driver or the condition of the road Ex..cricket player blame the ground / climate.
6. Autism or Autism thinking Day dream that enables the Individual to attain unfulfilled
needs ( dreaming / thinking emotionally / romantically).
7. Identification Sometime people feel frustration by subconsciously identifying with other
persons or situation that they consider relevant.Ex.. Mouth wash, shampoo, soap..to
attract opposite sex
8. Repression Another way that individuals avoid the tension arising from frustration is by
repressing the unsatisfied need Ex..A couple who cannot have children may surround
themselves with plants or pets .