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Motivation
Consumer Decision Model
MARKETING
STRATEGY
INDIVIDUAL
DIFFERENCES
1.
2.
3.
4.
5.
6.
Motivation
Personality
Information
Processing &
Perception
Learning Process
Knowledge
Attitude
DECISION
PROCESS
Problem Identification
Information Search
Alternative Evaluation
Purchasing &
Satisfaction
IMPLICATION
ENVIRONMENTAL
FACTORS
1. Culture
2. Social-Economy
3. Family &
Household
4.
Reference Group
5. Situation
Pertanyaan
1. Mengapa Anda mengambil S1?
2. Mengapa memilih kuliah di STIE
Perbanas?
3. Apa yang ingin Anda capai selama kuliah
di STIE Perbanas?
4. Setelah kuliah selama ini, apakah sesuai
dengan harapan Anda?
Model of the Motivation Process
Learning
Unfulfilled
needs and
wants
Tension
Drive
Behavior
Cognitive
processes
Tension
reduction
Goal or
need
fulfillment
Motivation


It is the drive to satisfy needs and wants, both
physiological and psychological, through the
purchase and use of products and services.
Blackwell
Solomon definition: “the processes that lead people
to behave as they do.” It occurs when a need is
aroused that a consumer wants to satisfy.

Utilitarian needs.


Desire to achieve a functional or practical benefit.
Hedonic needs.

Desire to obtain experiential or emotional benefits.

Needs are created by a discrepancy
between to mental states.


The actual state, which is where we are now.
The desired state, which is where we would
like to be.
Innate Needs
Physiological needs for food,
water, air, clothing, shelter,
and sex. Also known as
biogenic or primary needs.
Acquired
Needs
Needs that are learned in
response to one’s culture or
environment (such as the
need for esteem, prestige,
affection, or power). Also
known as psychogenic or
secondary needs.
Do marketers create needs?
Goals

Generic Goals



the general categories of goals that consumers
see as a way to fulfill their needs
e.g., “I want to buy a vehicle”
Product-Specific Goals


the specifically branded products or services
that consumers select as their goals
e.g., “I want to buy a Mercedes”
Table 4.1 Means-End Analysis
relax
low sugar
low calories
good health
red wine
hot tub
diet cola
cure headaches
keep teeth
pain reliever
toothbrush
cleanliness
kill germs
feel happy
dishwasher
learn about health
mental health
start day right
good diet
flowers
television
books
music instrument
breakfast
apples
chicken
Kelompokkan produk-produk di
bawah ini sesuai dengan motivnya





Education
Greeting card
Insurance
Medicines
Furniture
Maslow’s Motive Hierarchy
The Hierarchy of Needs Approach is
predicated on four premises.
1. All humans acquire a similar set of motives
through genetic endowment and social
interaction.
2. Some motives are more basic or critical to
others.
3. The more basic motives must be satisfied to
a minimum level before other motives are
activated.
4. As the basic motives become satisfied, more
advanced motives come into play.
Maslow’s Motive Hierarchy
5.
Self-actualization: This involves the desire for self-fulfillment, to
Advanced
become all that one is capable of becoming.
4.
Esteem: Desires for status, superiority, self-respect, and prestige are
examples of esteem needs. These needs relate to the individual’s
feelings of usefulness and
accomplishment.
3.
Belongingness: Belongingness motives are reflected in a desire for
love, friendship, affiliation, and group acceptance.
2.
Safety: Feeling physical safety and security, stability,
familiar
surroundings, and so forth are manifestations of safety needs. They are
aroused after physiological motives are minimally satisfied, and before
other motives.
1.
Physiological: Food, water, sleep, and to a limited extent, sex, are
physiological motives. Unless they are minimally satisfied, other
Basicmotives are not activated.
Levels of needs in the Maslow hierarchy
Problem with Maslow’s Hierarchy
Simplistic
Gardening:
 I like the work in the soil
 I feel safe in the garden
 I can share my produce with others
 I can create something of beauty
 My garden gives me sense of peace
May not be consistent across culture
“Mangan ora mangan asal ngumpul”
Mc Clelland Motivation Theory

Need for Achievement
The need to experience emotion in connection
with evaluated performance

Need for Affiliation
The need to be with people

Need for Power
Need to have control or influence over another
person, group or the world at large
Mobile phone? Shopping mall? Personal web?
Loud boom boxes radio? Higher education?
Purchase Motives




Why do you consume particular products?
Manifest Motives are those that are
consciously known and freely admitted.
Latent motives are either unknown or not
likely to be admitted by the consumer?
Manifest and Latent motives in prospective
Cadillac buyers.
Latent and Manifest Motives
In a Purchase Situation
A large car is more
comfortable
It’s a high-quality car that
performs well
A number of my friends
drive a Cadillac
It will demonstrate that
I’m successful
Purchase a
Cadillac
It’s a powerful, sexy car
and itwill help make me
powerful and sexy
The linkage between behavior and motives that are known and freely admitted
The linkage between behavior and motives that are either unknown or are such that the
consumer is reluctant to admit or reveal them
Motivational
Research
Qualitative research
designed to uncover
consumers’ subconscious or
hidden motivations. The
basic premise of
motivational research is that
consumers are not always
aware of, or may not wish to
renewal, the basic reasons
underlying their actions.
Freud’s Theory of Motivation

Freud assumes that real psychological focus
shaping people’s behavior are largely unconscious.

He sees the person as repressing many urges in the
process of growing up and accepting social rules.

These urge are never eliminated or perfectly
controlled, they emerge in dreams, in slips of the
tongue, in neurotic behavior.
Selected Product Personality Profiles
Uncovered by Motivational Research
Baking
An expression of femininity and motherhood, baking evokes pleasant
nostalgic memories of the odors pervading the house when one’s mother
was baking. To man, a woman is subconsciously and symbolically going
through the act of giving birth when baking a cake, and the most fertile
moment occurs when the baked product is pulled out of the oven.
Ice Cream
Ice cream is associated with love and affection. It derives particular
potency from childhood memories, when it was given to a child for being
“good” and withheld as an instrument of punishment. people refer to ice
cream as something they “love” to eat. Ice cream is a symbol of
abundance; people prefer round packaging with an illustration that runs
around the box panel because it suggests unlimited quantity.
continued
Power Tools
Power tools are a symbol of manliness. They represent masculine
skill and competence and are often bought more for their symbolic
value than for active do-it-yourself application. Ownership of a
good power tool or circular saw provides a man with feelings of
omnipotence.
Beer
For most people, beer is an active, alive sensuous beverage that
provides the drinker with a feeling of security. People generally
describe the beer they like as “alive,” “foamy,” and “sparkling,”
and disliked brands as “flat,” “dead,” or “stale.”
Dichter’s list of Consumption Motives
Motive
Examples of Consumption
Decisions
Mastery over environment
Status
Rewards
Individuality
Love and affection
Masculinity
Femininity
Disalienation
Kitchen appliances, power tools
Scotch, car
Candies, gift to oneself
Foreign car, tattoos
Giving children toys
Toy guns, heavy shoes
Decorating
Listening to and calling in talkshow (a desire to
feel connected)
Belief in UFOs, crystals, visiting Elvis Presley
museum and buying related products
Magic-mystery
Motivation and Marketing Strategy
Segmenting
Positioning