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Consumer Behaviour Analysis

The document discusses consumer motivation and the different types of needs that drive consumer purchases. It describes physiological, safety, love, financial, social image, pleasure, possession, and information needs. It also covers motivational conflict and need priorities using Maslow's hierarchy of needs. The challenge of understanding motivation and unconscious motivations are discussed. Different ways to motivate consumers including incentives, loyalty programs, perceived risk, and curiosity are also outlined.

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Deepanshu Saraswat
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29 views

Consumer Behaviour Analysis

The document discusses consumer motivation and the different types of needs that drive consumer purchases. It describes physiological, safety, love, financial, social image, pleasure, possession, and information needs. It also covers motivational conflict and need priorities using Maslow's hierarchy of needs. The challenge of understanding motivation and unconscious motivations are discussed. Different ways to motivate consumers including incentives, loyalty programs, perceived risk, and curiosity are also outlined.

Uploaded by

Deepanshu Saraswat
Copyright
© © All Rights Reserved
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Consumer Behaviour Analysis

1. Introduction to Consumer Behaviour


1. Consumer Behaviour and Consumer Research
2. Creating Marketing Strategies for Consumer Centric Organization

2. Consumer Decision Making


3. The Consumer Decision process
4. Pre Purchase Process: Need Recognition
5. Purchase
6. Post Purchase Processes: Consumption and Post Consumption
Evaluations
Consumer Behaviour Analysis
3. Individual Determinants of CB
7. Demographics, Psychographics, and Personality
8. Consumer Motivation
9. Consumer Knowledge
10. Consumer Beliefs, Feelings, Attitudes, and Intentions

4. Environmental Influence on CB
11. Culture, Ethnicity, and Social Class
12. Family and Household Influence
13. Group and Personal Influence
CHAPTER 8

Consumer Motivation
Consumer Motivation
Represents the drive to satisfy
both physiological and
psychological needs through
product purchase and
consumption
Consumer Motivation
Represents the drive to satisfy
both physiological and
psychological needs through
product purchase and
consumption
Gives insights into why people
buy certain products
Consumer Motivation
Represents the drive to satisfy
both physiological and
psychological needs through
product purchase and
consumption
Gives insights into why people
buy certain products
Stems from consumer needs:
industries have been built around
basic human needs
Types of Consumer Needs
Types of Consumer Needs
Physiological Needs
Fundamental human needs,
including food, water, and sleep
Types of Consumer Needs
Safety and Health Needs
Threats to our safety and health
motivate purchases for personal
security and protection
Types of Consumer Needs
Safety and Health Needs
Protecting our personal
information and computers
represents new types of safety
needs
Businesses provide a variety of
products and services to appeal
to safety and health conscious
consumers
Safety and Health Needs
Types of Consumer Needs
Need for Love and Companionship
Humans are social creatures
who need to experience and
express love and
companionship
Types of Consumer Needs
Need for Love and Companionship
Services and products help
individuals find and attract
others
Products are often used as
symbols of love and caring
Love and Companionship
Types of Consumer Needs
Need for Financial Resources and
Security
A need that includes others
important to the individual
Types of Consumer Needs
Social Image Needs
Conspicuous consumption:
purchases motivated to some
extent by the desire to show other
people how successful they are

Companies reinforce the notion


that products enable users to
communicate their social image
Social Image Needs
Types of Consumer Needs
Need for Pleasure
Products, services, and
consumption activities provide
fun and excitement
Consumers’ Need for Pleasure

© SETH WENIG/Reuters/Landow
Types of Consumer Needs
Need to Possess
Consumers often acquire products
simply because of their need to own
such products— e.g., collectors
Consumers’ Need to Possess
Types of Consumer Needs
Need to Possess
Consumers often acquire products
simply because of their need to own
such products— e.g., collectors

Plays a role in impulse buying:


where consumers unexpectedly
experience a sudden and powerful
urge to buy something immediately
Types of Consumer Needs
Need to Give
Give something back to others
or reward ourselves
Self-gifts let us motivate, reward,
and console ourselves
Types of Consumer Needs
Need for Information
One reason we read or watch TV
Fuels Internet usage
Plays an important role in
persuasion—if an ad appears
when consumers need
information, they are more likely
to pay attention than when they
don’t need the information
Types of Consumer Needs
Need for Variety
Marketers may introduce
different versions of original
brand
Variety may become focus of
product positioning
Motivational Conflict and
Need Priorities
Motivational Conflict and
Need Priorities
Satisfying a need often comes at the
expense of another need—these
trade-offs cause motivational conflict
Types of Motivational Conflict

Approach-approach: deciding between


two or more desirable options
Avoidance-avoidance: deciding between
two or more undesirable options
Approach-avoidance: behavior has both
positive and negative consequences
Motivational Conflict and
Need Priorities
Resolving motivational conflicts
requires prioritizing needs
Maslow’s hierarchy
Some needs take precedence over
other needs—physiological needs take
top priority
Differences in the importance attached
to various needs affects how
consumers evaluate products
Motivational Conflict and
Need Priorities
Because of consumers’ different
motivational priorities, companies
use benefit segmentation: dividing
consumers into different market
segments based on benefits they
seek from purchase and
consumption
Maslow’s Hierarchy of Needs
Motivational Intensity
Motivational intensity: how strongly
consumers are motivated to satisfy
a particular need
Depends on need’s importance
Motivational Intensity
Motivational intensity: how strongly
consumers are motivated to satisfy
a particular need
Depends on need’s importance
Involvement: degree to which an
object or behavior is personally
relevant
Motivational intensity and involve-
ment determine amount of effort
consumers exert in satisfying needs
The Challenge of Understanding
Consumer Motivation
The Challenge of Understanding
Consumer Motivation
Reasons underlying consumer
motivation are not always “obvious”
Research is necessary to discover real
motivations behind behaviors
People don’t always want to disclose
real reasons for their actions
People don’t always know why they do
what they do—unconscious motivation
Motivations change over time
Unconscious Motivation
Motivating Consumers
Motivating Consumers
Motivating with Money
Motivating Consumers
Motivating with Money
Price cuts, specials, rebates, and
coupons motivate purchase
Resulting sales may increase, but
profits may not
Attracts consumers less likely to
repeat
Price reductions may increase price
sensitivity
Motivating with Money
Motivating Consumers
Provide Other Incentives
Motivating Consumers
Provide Other Incentives
Premiums, free products,
contests, and sweepstakes are
designed to motivate consumers
to purchase
Motivating with Other Incentives
Motivating Consumers
Provide Other Incentives
Premiums, free products,
contests, and sweepstakes are
designed to motivate consumers
to purchase
There are limitations and
shortcomings for this strategy in
addition to the products offered as
a premium being valued less
(value-discounting hypothesis)
Motivating Consumers
Implement a Loyalty Program
Motivate repeat buying by providing
rewards to customers based on how
much business they do with the
company
Tracks consumer purchases and
provides estimates of Customer
Lifetime Value
Participation in Loyalty Programs
Motivating Consumers
Enhance Perceived Risk
Motivating Consumers
Enhance Perceived Risk
Perceived risk: consumers’
apprehensions about the
consequences of their behavior
(buying and consuming the product)
Greater perceived risk increases
search
Educating consumers about risks may
motivate them to make more informed
choices that reduce exposure to risk
Informing Consumers of Their Risks
Motivating Consumers
Arouse Consumers’ Curiosity
Motivating Consumers
Arouse Consumers’ Curiosity
For new products, educating
potential customers is crucial
Curiosity often leads to an enhanced
need for information
May advertise a benefit that is not
normally associated with the product
Arousing Curiosity

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