Influence of motivation on consumer buying behaviour
QUESTION PAPER APRIL 2018
PUNE UNIVERSITY
Top 20 points - motivation-
1.
It is basically a need
sufficiently stimulated to move an individual to seek satisfaction.
2.
what is a motive? It
can be defined as a drive or an urge for which an individual seeks sat isfaction.
3.
Motives are all those
inner striving conditions variously described as wishes, desires, needs,
drives, and the like.
4.
It is, thus, an inner
urge that moves or prompts a person to some action.
5.
A consumer’s actions at
any time are affected by a set of motives rather than just one motive. At a
particular point in time, some motives in the set are stronger than others, but
the strengths of motives vary from one time to another.
6.
A consumer buys a
particular product because he is influenced by certain motives. Every human
activity is motivated
7.
three of the important
theories explaining consumer motivation. They are: (1) Psychoanalytic theory;
(2) Gestalt theory; and, (3) Cognitive theory.
8.
You should realize
that, the starting point in the purchase decision making process is the
recognition of a need or buying motive. Why a person acts? The answer is, “As
he experiences a need”. Motivation is of crucial importance in contributing to
consumer decision making process. To understand why and how consumers buy,
marketers must first grasp motivation. Motivation is related to expectations,
needs, and wants.
9.
We know that, motives, which
often operate at a subconscious level, are difficult to measure. People usually
do not know what motivates them
10.
Individual purchases an
article as a consequence of certain mental and economic forces creating desires
or wants, which he understands can be satisfied by the articles offered for
purchase.
11.
Marketers cannot reveal
consumers’ motives by simply asking them questions. They need to undertake
structured research to find out consumers’ motives.
12.
Thus, motivation research
is to get the qualitative aspects of consumer behavior through psychological
methods.
13.
Marketers come to know
the hidden and unknown qualities, habits, attitudes of consumers through
motivational research.
14.
motivation research is
the currently popular term used to describe the use of psychological and psychiatric techniques to obtain a better
understanding of why people respond as they do to products, advertisements, and
various other marketing situations.
* Experience
and Knowledge Technique
* Traditional
or Questionnaire Technique
* Interview
Technique, and
* Projective Techniques
he major projective techniques used
in marketing are: (a) word association test; (b) sentence completion test; (c)
the thematic appreciation test; (d) paired picture test; (e) the cartoon test;
and (f) psychodrama.
- 1.
Abraham Maslow theory
- 2.
Freud’s Theory
- 3.
Gestalt Theory of
Motivation
- 4.
The Cognitive Theory of
Motivation
Examples of influence of motivation on consumer buying behaviour
1.
a person’s motives
toward having a cup of tea are much stronger during breakfast time than just
before going to bed.
2.
an individual who is
buying a television set might be attracted by several characteristics, such as
brand name, design, and economy. If a marketer appeals to consumers by focusing
only on one feature, his effort may fail to yield desired level of sales.
3.
For example, the
manufacturer of a small car want to reveal the motives of people who buy and
ride small cars. He may select a group of respondents, and give them an incomplete
sentence like “people who drive small car ……..”, and request them to complete
this incomplete sentence. The way respondents complete the sentence will
reflect their motives.
No comments:
Post a Comment