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Motives in consumer behaviour
This document discusses the role of motives in guiding consumer behavior. It defines motives as inner urges that prompt a person to action. Motivation is the process that initiates, guides, and maintains goal-oriented behavior. Motives serve several roles including defining basic strivings, identifying goal objects, influencing choice criteria, and deciding other influences. There are different types of buying motives such as emotional, rational, and patronage motives. Motives can be aroused through physiological, emotional, cognitive, and environmental means. Motive combinations also occur through linking and bundling. The dynamics of motivation involve needs never being fully satisfied, new needs emerging, and people setting higher goals as old ones are achieved.
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Motives in consumer behaviour
- 1. Dipankar Dutta Roll no-15 MBA , 3rd Sem Role of Motives in Guiding Behaviour
- 2. Meaning of Motives •An inner urge • That moves or prompts • A person to action Motive is an inner state that mobilizes bodily energy and directs it in selective fashion towards goals usually located in external environment. Motivation: is the process that initiates , guides and maintains goal oriented behavior. eg- Need for food
- 3. Roles of Motive 1.Defining basic striving - Example Safety, achievement or other desired state which the consumer wants to achieve 2. Identifying goals objects -Products and service are the means by which they can satisfy their motives. -Motivational push influences consumer to identify products as goal objects.
- 4. 3. Influencing choicecriteria - Motives can also guide a customer in developing criteria for evaluating products. - eg. Car buying motives can be many like convenience, speed, mileage , style etc. 4. Deciding other influences - Motives affects the determinants of perception, learning, personality and how people process information.
- 5. Types of buying motives Emotional buying motives Rational buying motives Patronage buying motives It promptsthe prospects to act as a result of an appeal to some sentiment or passions. Like- Pride, jealousy, love etc It prompts an prospects to act because of an appeal to project better judgment Like- Economy, durability, desire for money etc. It prompts the prospect to buy a product from one particular company rather than another. Eg- bakery shop ( Favorable location, good salsman, credit facility etc.
- 6. Arousal of Motives •Physiological Arousal • Emotional Arousal ( frustrated) • Cognitive Arousal ( they read an ad after he Can identify his need) • Environmental Arousal
- 7. Motive combinations Motive linking -asmotive can differ how specific they are but sometime linking may occur in various cases. Eg.- safety and durability( electric jar) Motive bundling - Realization that same product can satisfy various motives at the same level of satisfaction. - Car can be transportation, social status, luxury etc.
- 8. The dynamics ofMotivation • Needs are never fully satisfied. • New needs are emerged as old needs are satisfied. • People how achieve their goals set new and higher goals for themselves.