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MotivationMotivation

Consumer Decision ModelConsumer Decision Model

INDIVIDUAL DIFFERENCES1. Motivation2. Personality3. Information

Processing & Perception

4. Learning Process5. Knowledge6. Attitude

MARKETING STRATEGY

DECISION PROCESS

Problem Identification

Information Search

Alternative Evaluation

Purchasing & Satisfaction

IMPLICATION

ENVIRONMENTAL FACTORS1. Culture2. Social-Economy3. Family &

Household4. Reference Group5. Situation

PertanyaanPertanyaan

1.1. Mengapa Anda mengambil S1?Mengapa Anda mengambil S1?

2.2. Mengapa memilih kuliah di STIE Mengapa memilih kuliah di STIE Perbanas?Perbanas?

3.3. Apa yang ingin Anda capai selama Apa yang ingin Anda capai selama kuliah di STIE Perbanas?kuliah di STIE Perbanas?

4.4. Setelah kuliah selama ini, apakah Setelah kuliah selama ini, apakah sesuai dengan harapan Anda?sesuai dengan harapan Anda?

Model of the Motivation Process

LearningLearning

Unfulfilled needs and

wants

Unfulfilled needs and

wantsTensionTension

Goal or need

fulfillment

Goal or need

fulfillmentDriveDrive BehaviorBehavior

Cognitive processes

Cognitive processes

Tension reduction

Tension reduction

MotivationMotivation It is the drive to satisfy needs and wants, both It is the drive to satisfy needs and wants, both

physiological and psychological, through the physiological and psychological, through the purchase and use of products and services.purchase and use of products and services.

BlackwellBlackwell Solomon definition: “the processes that lead Solomon definition: “the processes that lead

people to behave as they do.” It occurs when people to behave as they do.” It occurs when a need is aroused that a consumer wants to a need is aroused that a consumer wants to satisfy.satisfy. Utilitarian needs.Utilitarian needs.

Desire to achieve a functional or practical benefit.Desire to achieve a functional or practical benefit. Hedonic needs.Hedonic needs.

Desire to obtain experiential or emotional benefits.Desire to obtain experiential or emotional benefits.

Needs are created by a discrepancy Needs are created by a discrepancy between to mental states.between to mental states. The actual state, which is where we are The actual state, which is where we are

now.now. The desired state, which is where we The desired state, which is where we

would like to be.would like to be.

Innate Needs

Physiological needs for food, water, air, clothing,

shelter, and sex. Also known as biogenic or

primary needs.

Acquired Acquired NeedsNeeds

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?Do marketers create needs?

GoalsGoals

Generic GoalsGeneric Goals the general categories of goals that consumers the general categories of goals that consumers

see as a way to fulfill their needssee as a way to fulfill their needs e.g., “I want to buy a vehicle”e.g., “I want to buy a vehicle”

Product-Specific GoalsProduct-Specific Goals the specifically branded products or services the specifically branded products or services

that consumers select as their goalsthat consumers select as their goals e.g., “I want to buy a Mercedes”e.g., “I want to buy a Mercedes”

chicken

music instrument

feel happy

Table 4.1 Means-End Analysis

low calorieslow sugar

good health

relaxhot tub

diet cola

cure headacheskeep teeth

cleanlinesskill germs

toothbrush

dishwasher

flowers

learn about healthmental health

televisionbooks

red wine

pain reliever

start day right breakfast

good diet apples

Kelompokkan produk-produk di Kelompokkan produk-produk di bawah ini sesuai dengan bawah ini sesuai dengan

motivnyamotivnya EducationEducation Greeting cardGreeting card InsuranceInsurance MedicinesMedicines FurnitureFurniture

Maslow’s Motive HierarchyMaslow’s Motive Hierarchy

The Hierarchy of Needs Approach is The Hierarchy of Needs Approach is predicated on four premises.predicated on four premises.

1.1. All humans acquire a similar set of motives All humans acquire a similar set of motives through genetic endowment and social through genetic endowment and social interaction. interaction.

2.2. Some motives are more basic or critical to Some motives are more basic or critical to others.others.

3.3. The more basic motives must be satisfied to The more basic motives must be satisfied to a minimum level before other motives are a minimum level before other motives are activated.activated.

4.4. As the basic motives become satisfied, more As the basic motives become satisfied, more advanced motives come into play.advanced motives come into play.

Maslow’s Motive HierarchyMaslow’s Motive Hierarchy5. Self-actualization: This involves the desire for self-fulfillment, to

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 motives are not activated.

Advanced

Basic

Levels of needs in the Maslow hierarchy

Problem with Maslow’s HierarchyProblem with Maslow’s Hierarchy

SimplisticSimplisticGardening:Gardening: I like the work in the soilI like the work in the soil I feel safe in the gardenI feel safe in the garden I can share my produce with othersI can share my produce with others I can create something of beautyI can create something of beauty My garden gives me sense of peaceMy garden gives me sense of peace

May not be consistent across cultureMay not be consistent across culture““Mangan ora mangan asal ngumpulMangan ora mangan asal ngumpul””

Need for Achievement Need for Achievement The need to experience emotion in connection The need to experience emotion in connection with evaluated performancewith evaluated performance

Need for AffiliationNeed for AffiliationThe need to be with peopleThe need to be with people

Need for PowerNeed for PowerNeed to have control or influence over another Need to have control or influence over another person, group or the world at largeperson, group or the world at large

Mobile phone? Shopping mall? Personal web? Mobile phone? Shopping mall? Personal web? Loud boom boxes radio? Higher education?Loud boom boxes radio? Higher education?

Mc Clelland Motivation TheoryMc Clelland Motivation Theory

Purchase MotivesPurchase Motives

Why do you consume particular products?Why do you consume particular products? Manifest Motives are those that are Manifest Motives are those that are

consciously known and freely admitted.consciously known and freely admitted. Latent motives are either unknown or not Latent motives are either unknown or not

likely to be admitted by the consumer?likely to be admitted by the consumer? Manifest and Latent motives in Manifest and Latent motives in

prospective Cadillac buyers.prospective Cadillac buyers.

Latent and Manifest Motives Latent and Manifest Motives In a Purchase SituationIn a Purchase Situation

Latent and Manifest Motives Latent and Manifest Motives In a Purchase SituationIn 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

It’s a powerful, sexy car and itwill help make me

powerful and sexy

Purchase a Cadillac

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 Freud’s Theory of MotivationMotivation

Freud assumes that real psychological focus Freud assumes that real psychological focus shaping people’s behavior are largely shaping people’s behavior are largely unconscious. unconscious.

He sees the person as repressing many He sees the person as repressing many urges in the process of growing up and urges in the process of growing up and accepting social rules.accepting social rules.

These urge are never eliminated or These urge are never eliminated or perfectly controlled, they emerge in dreams, perfectly controlled, they emerge in dreams, in slips of the tongue, in neurotic behavior.in slips of the tongue, in neurotic behavior.

Selected Product Personality Profiles Uncovered by Motivational Research

BakingBakingAn 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 CreamIce CreamIce 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 ToolsPower ToolsPower 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.

BeerBeerFor 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

Mastery over environment

Status

Rewards

Individuality

Love and affection

Masculinity

Femininity

Disalienation

Magic-mystery

Examples of Consumption DecisionsKitchen 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

Motivation and Marketing Strategy

Segmenting

Positioning