Consumer Behavior 4b5647

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Consumer behavior

Prof. Sharad Kamra, Faculty Marketing, ICFAI UNIVERSITY, JAIPUR

Application of Motivation in Marketing

Motivation is a basic psychological process which has its relevance to Marketing alongwith other behavioural approaches such as Perception, Personality, Attitudes and learning. Motivation is derived from the latin word “Movere” which means “To Move” Motivation is a process which starts with a physiological/Psychological deficiency or need that activates a behaviour or a drive that is aimed at a goal or an incentive.

Key words

Aims

Goals

Needs

Drives

Wants

Desires

Motives

Consumer

Incentives

MOTIVES

Consumer behaviour PRIMARY

PHYSIOLOGICALLY BASED/ UNLEARNED

AVOIDANCE OF PAIN/ REDUCING TENSION/ STIMULATION HUNGER , THIRST, SLEEP, SEX

MOTIVES

SECONDARY

GENERAL

Needs set up Drives aimed at Incentives

Needs

Incentives Drives

STIMULANTS

THE STIMULUS RESPONSE MODEL

CONSUMER BEHAVIOUR Other Stimuli • Product • Price • Place • Promotion Market Stimuli

• Economic • Technological • Political • Cultural

• Cultural • Social • Personal • Psychological Buyer Characterstics

Buyer’s Decision making Process • Problem Recognition • Information Search • Evaluation • Decision • Post Purchase Behaviour

• Product Choice • Brand Choice • Dealer Choice • Purchase Timing • Purchase Budget Buyer’s Decision

Factors Influencing buyer behavior Cultural

Social

Personal

Psychological

• Culture • Sub culture • Social Class

• Reference Groups • Family • Roles & Status

• Age & Lifecycle stage • Occupation • Economic circumstances • Lifestyle • Personality & Self concept

• Motivation • Perception • Learning • Beliefs & Attitudes

Buyer

Consumer Personality What is Personality The inner psychological characteristics that both determine and reflect how a person responds to his/her environment

  

The nature of Personality Personality reflects individual differences Personality is consistent and enduring Personality can change  As a result of gradual maturing process  Major events of life such as marriage, birth of a child,

promotion etc.



Theories of Personality Freudian theory

Jungian theory

Neo Freudian theory

Trait theory

Freudian theory • Psycho analytic theory of Personality • Unconscious needs or desires • The sexual or biological activities/drives • Id, ego, super ego • Id- impulse drives • Super ego – individual’s expression of society’s moral & ethical code of conduct. It controls id. • Ego – Individual’s conscious control. It maintains the balance of two •

Stages of Personality Development Oral

Anal

Phallic

Latevey

Genital