3.1 Shopper Need, Wants, and Motives Need or Want is recognized when someone feels a gap between the desired state and her actual current state Maslow Hierarchy of Needs (urutan dr paling dasar ke puncak) 1. Survival/ instinctual Needs a. Physiological needs: food, water, sleep, etc. b. Safety needs: to feel secure and safe, out of danger 2. Relationship Needs a. Belongingness and love needs: to affiliate with others, be accepted, desire for love and friendship 3. Identity Needs a. Esteem needs: to achieve, be competent, gain approval and recognition 4. Ideological Needs a. Cognitive needs: to know, understand and explore 5. Identity Needs a. Aesthetic needs: symmetry, order, and beauty b. Actualization needs: to find self-fulfillment and realize potential Motivation - Motivation is the energizing force that activates behavior and provides purpose and direction to that behavior - Motivation is the drive to satisfy needs and wants - Motivation Process Model: Seth’s Consumer Motives in Purchasing Car 1. Functional: ex. gas mileage, reliability, roominess, safety 2. Aesthetic/ emotional: ex. style, color, shape 3. Social: ex. reflecting a reference group 4. Situational: ex. heavily discounted 5. Curiosity: ex. new experience Shopping Typology Based on Motivation 1. Idea Shopping: updating shopper’s knowledge about the development of new trends and models 2. Role Shopping: influencing shopper’s feeling and moods, and gaining the excitement when finding the perfect gift for others 3. Value Shopping: finding a good value product Hedonic Shopping Typology Based on Motivation → shop because of emotion 1. Adventure Shopping: expecting to gain adventure thrills, stimulation, excitement, and entering a different universe of exciting sights, smells, and sounds 2. Social Shopping: socializing when shoppers go shopping (ex. ibu2) 3. Gratification Shopping: decreasing the level of tension in one’s life (ex. Stress relief) Manifest and Latent Motives In a Purchase Situation Manifest → is the motives that are known and admitted (butuh, bagus, dll) Latent → motives that unknown or they’re reluctant to admit or reveal them (agar diakui) Motivational Conflict - Approach-approach: Buy now pay later - Approach-avoidance: Healthy but Unappetizing snack - Avoidance-avoidance: Pay me now or pay me (more) later How Motivation Can Be Measured A. Means-end Chains analysis: aim promotion/ positioning at higher levels of chain To explore a hierarchical sequence of how consumer perceive on some product attribute, their consequences, and then reveal their value Value (instrumental and terminal) End Consequences (functional and psychosocial) ↑ Product Attribute (concrete and abstract) Mean B. Projective Techniques → reveal the latent motive - An unstructured, indirect form of questioning that encourages respondents to project their underlying motivations, beliefs, attitudes, or feelings regarding the issue of concern - Respondents are asked to interpret the behavior of clothes 1. 2. 3. 4. Then, respondents indirectly project their own motivations, beliefs, attitudes, or feelings into the situation Completion Techniques - Sentence Completion (are given incomplete sentences). They’re asked to use the first word or phrase that comes to mind - Story Completion: asked for the conclusion of the story - Cartoon completion: what cartoon characters might say to the other cartoon characters Construction Techniques Related with Image Creation and Interpretation - Picture Sort: the respondents are asked to sort a series of pictures to reflect their association with an object/ issue - Picture Interpretation/TAT (Thematic Apreciation Test), the respondents are asked to describe a series of pictures of ordinary as well as unusual events. The respondent’s interpretation of the picture gives indications of that individual’s personality - Picture Drawing, respondents are asked to draw a picture to reflect their thoughts and feelings on some topics/marketing situations Word association → word stimulus Expressive Techniques - Typical User: Respondents are asked to describe the typical user of a product or services - Third-person technique: The respondent is presented with a verbal or visual situation and the respondent is asked to describe what another person would felt, think, or do in a given situation. This third person may be a friend, neighbor, colleague, etc. - Brand Analogies: Respondents are asked questions like if this brand is a person what would he/she like? Or if this brand is an animal, what type of animal would it be? PART 2 : Shopper Value and Lifestyle => Important to develop shopper behaviour ● Value is enduring belief that a given behavior or outcome is good or bad ● It serves as standards that guide your behavior across situation and over time ● People learn values through process of socialization Theory Of Value - Instrumental Value ( Mean) Such as Ambitious, Broad minded , cheerful , clean , courageous , forgiving - Terminal Value ( Goal) Such as : A comfortable life , an existing life , a sense of accomplishment , equality , family security , freedom , happiness - Example : Rokeach => Two Types of values : 1. Terminal values - highly desired end state of existence 2. Instrumental Values - A specific mode of conduct that’s needed to achieve the desired end estate. Theory Of Value Kahle List of Value (LOV) theory notes the importance of value fulfillment, through : ● Interpersonal Relationships : - Warm relationships with others - Sense of belonging ● Personal Factors : - Self Respect ● - Being well respected - Self-fulfillment Non personal things : - Sense of accomplishment - Security - Excitement - Fun and enjoyment in life Lifestyle ● ● Lifestyle is a person’s pattern of living as expressed in his psychographics Marketers measure lifestyle through AIO’S : - Activities ( work,hobbies,shopping,sports) - Interests (food,fashion,family,recreation) - Opinions(about themselves,others,social issues,business,politics). Theory Of Value Schwartz Value 1. Openness to change : ● Self-Direction : - Creativity and Freedom ● Stimulation : - Exciting life 2. Self- transcendence ● Universalism : - Social justice - Equality ● Benevolence : - Helpfulness 3. Conversation ● Conformity : - Obedience ● Tradition : - Humility - Devotedness ● Security : - Social Order 4. Self-Enhancement ● Achievement : - Success - Ambition ● Power : - Authority - Wealth 5. Hedonism ● Pleasure VALS - Value and lifestyle Consumers are inspired by one of three motivations : 1. Ideals Achievement Self expression Consumers who are primarily motivated by ideals are guided by knowledge and principles 2. Consumers who are primarily motivated by achievement and status look for products/services that demonstrate success to their peers. 3. Consumers who are primarily motivated by self-expression desire,social or physical activity,variety and risk. VALS SEGMENT 1. Innovator (Formerly actualizers) - Successful , sophisticated,take-charge people with high self-esteem - Abundant resources,exhibit all three primary motivations in varying degrees. - Very active consumers,open to charge , buy for themselves - Image is important, not as evidence of status or power but as an expression of their taste,independence,and personality. 2. Survivors (Formerly struggles) - Live narrowly focused live - Few resources - Comfortable with the familiar and are primarily concerned with safety and security - Cautious consumers. - Buy good and services those are daily essentials. 3. Achievers - Motivated by the desire for achievement - Goal-oriented lifestyles and a deep commitment to career and family - Image is important to achievers - Favoring established,prestige products and services that demonstrate success to their peers. 4. Strivers - Trendy and fun loving - Motivated by achievement and concerned about the opinions and approval of others. - Strivers are active consumers because shopping is both a social activity and an opportunity to demonstrate to peers their ability to buy.
