CONSUMER MOTIVATION INTRODUCTION

Why do we buy one product or brand rather than the other? Why do we buy from one shop than the other? Why do we buy at all? The questions may sound as the platitudes to some of us, axiomatic to the others. But the real reason is to underscore a basic point of human behaviour. You would recall that in the first unit of this course we had defined human behaviour as motivated or goal-oriented. Some of us may not have realized it this way but it still is true. The chief characteristic of the human actions is that each and every part if it is guided by motives: conscious or otherwise. A successful marketer understands the motives and "shapes them". However, the strength of the motive may not be very strong for the comfort or the discomfort of the marketer. This may be either because consumers are not aware of the importance of the buying decision or that, there was no need or occasion for the marketer to address the consumers on the importance of the decision that the consumers make for themselves. A time comes for the marketer when they have to inject some of their own strength to these motivations to facilitate consumer action to reach the desired goal. This is known as the process of involvement. NIIT vignette mentioned early in the unit, is one of the several occasions where marketers have been forced to activate the process of motivation as well as involvement in the consume decision making for a computer training education course. And NIIT is only one of the growing number of marketers who are in need of appreciating consumer mind in this way.

THE CONCEPT AND TYPOLOGY OF NEEDS

Consumer motivation and involvement is based primarily on the notions of consumer needs and wants. The section aims to amplify the concept of need. Concept The concept of need and its typology has a long history and but the meaning is far from clear. Several terms like need, want and demand are used in the similar context. Thus, the particular form of consumption used to satisfy a need is termed a want. The specific way a need is satisfied depends upon the individual's unique history, learning experiences, and his or her cultural environment. For example, two coursemates in a training programme, one Indian and the other French, may feel their stomachs rumbling during a lunchtime lecture. If neither person has eaten since the night before, the strength of their respective needs (hunger) would be about the same. However, the way each person goes about satisfying this need might be quite different. The first person may be aroused by prospect of a greasy Parantha and pakauris, the second person may be a satisfied with cottage cheese, bread and milk. The distinction between needs and wants is important because it relates to the issue of whether marketers are actually capable of creating needs. Types of Needs People are born with a need for certain elements necessary to maintain life, such a food water, air and shelter. These are called biogenic needs. People have many other needs, however, that are not innate. Psychogenic needs are, acquired in the process of becoming a member of a culture. These include the need for status, power, affiliation, and so on. For example, that an Indian consumer may be driven to devote a good chunk of his income to products that permit him to display his concern for the family, is an example of psychogenic needs. Consumers can also be motivated to satisfy either utilitarian or hedonic needs. The satisfaction of utilitarian needs implies that consumers will emphasize the objective, tangible attributes of products, such as durability in a home appliance. fuel economy in a car etc. Hedonic needs are subjective and experiential. Consumers may rely on a product to meet their needs for excitement, self-confidence, fantasy, and so on. Of course, consumers may be motivated to purchase a product because it provides both types of benefits. For example, a Maruti car may be bought because it feels well styled, and luxurious and also because it keeps the cost of running the car low.

THEORIES OF CONSUMER NEEDS

Much research has been done on classifying human needs. On the one hand, some psychologists have tried to define a universal inventory of needs that could be traced systematically to explain virtually all behaviour. One such effort, developed by Henry Murray, delineates a set of twenty needs that (sometimes in combination) result in specific behaviours. These needs include such dimensions as autonomy (being independent), dependance (defending the self against criticism), and even play (engaging in pleasurable activities). Others have focused on specific needs (which often are included in general models like Murray's) and their ramifications for behaviour. For example, individuals with a high need for achievement strongly value personal accomplishment. They place a premium on products and services that signify success because these consumption items provide feedback about

the realization of their goals. These consumers are good prospects for products that provide evidence of their achievement. One study of working women found that those who were high in achievement motivation, were more likely to choose clothing they considered business like, and less likely to be interested in apparel that accentuated their femininity. Some other important needs that are relevant to consumer behaviour include the following. a) Need for affiliation (to be in the company of other people): This need is relevant to products and services that are consumed in groups and alleviate loneliness, such as team sports, bars, and shopping and social clubs. b) Need for power (to control one's environment): Many products and services allow consumers to feel that they have mastery over their surrounding. The use of the cellular phones or pagers are the example of such needs. c) Need for uniqueness (to assert one's individual identity): This need is satisfied by products that promise to accentuate a consumer's distinctive qualities. d) Maslow's Hierarchy of Needs: One widely accepted approach to motivation was proposed by the psychologist Abraham Maslow. Maslow's approach is a general one originally developed to understand personal growth and the attainment of "peak experiences." Maslow formulated a hierarchy of needs, in which levels of motives are specified. A hierarchical approach implies that the order of development is fixed-that is, a certain level must be attained before the next, higher one is activate. This universal approach to motivation has been adapted by marketers because it (indirectly) specifies certain types of product benefits people might be looking for, depending upon the different stages in their development and/or their environmental conditions. These levels are summarized in Figure 5.1. At each level, different priorities exist in terms of the product benefits a consumer is looking for. Ideally, an individual progresses up the hierarchy until his or her dominant motivation is a focus on "ultimate" goals, such as justice and beauty. Unfortunately, this state is difficult to achieve (at least on a regular basis, most of us have to be satisfied with occasional glimpses, or peak experiences. Examples of product appeals tailored to each level are provided in Table

e) The implication of Maslow's hierarchy is that one must first satisfy basic needs before progressing up the ladder (i.e., a starving man is not interested in status symbols, friendship, or self-fulfillment). This hierarchy should however not be seen as inflexible. Its use in marketing has been somewhat simplistic, especially since the same product or activity can satisfy a number of different needs. Sex, for example, is characterized as a basic biological drive. While this observation is true throughout most of the animal kingdom, it is obviously a more complicated phenomenon for humans. Indeed, this activity could conceivably fit into every level of Maslow's hierarchy. Another problem with taking Maslow's hierarchy too literally is that it is culture-bound. The assumptions of the hierarchy may be restricted to Western culture. People in other cultures (or, for that matter, in eastern culture) may question the order of the levels as specified. A religious person who has taken a vow of celibacy, would not necessarily agree that physiological needs must be satisfied for self-fulfillment to occur. Similarly, may eastern cultures operate on the premise that the welfare of the group (belongingness needs) are more highly valued than needs of the individual (esteem needs). The point is that this hierarchy, while widely applied in marketing, should be valued

because it reminds us that consumers may have different need priorities at different time (i.e., you have to walk before you can run) rather than because it exactly specifies a consumer's progression up the ladder of needs. MOTIVES: THE BASIS OF MOTIVATION A motive is an underlying reason for behaviour and not something researchers can see or easily measure. Furthermore, the same behavior can be caused by a number of different motives. To compound the problem of identifying motives, the consumer may be unaware of the actual need he or she is attempting to satisfy, or alternatively he or she may not be willing to admit that this need exists. Because of these difficulties, motives usually must be inferred by the analyst. Although some consumer needs undoubtedly are utilitarian and fairly straightforward, some researchers feel that a great many purchase decisions are not the result of deliberate, logical decisions. To the contrary, people may do things to satisfy motives of which they are not even aware. THE CONCEPT OF MOTIVATION Motivation refers to `the processes that cause people to behave as they do'. It occurs when a need is aroused that the consumer wishes to satisfy. Once a need has been activated, a state of tension exists that drives the consumer to attempt to reduce or eliminate the tension. Marketers try to create products and services that will provide the desired benefits and permit the consumer to reduce this tension, by going in for consumption or acquisition of the products/services. Figure 5.2 gives an overview of the motivation process. The sections to follow will elaborate on the components in this model, but in general the process works the way as described below.

Alternatively motivation has been defined as the inner drive in individuals which impels them to action Goal A need is recognized by the consumer. This need may be utilitarian (i.e., a desire to achieve some functional or practical benefit, as when a person requires a pair of durable sneakers) or it may be hedonic (i.e., an experiential need, involving emotional responses or fantasies). The desired state is the consumer's goal. Drive In either case, a discrepancy exists between the consumer's present state and some ideal state. This gulf creates a state of tension. The magnitude of this tension determines the urgency the consumer feels to reduce the tension. This degree of arousal is called a drive. Want As mentioned earlier, a basic need can be satisfied any number of ways, and the specific path a person chooses is influenced by his or her unique set of experiences, cultural upbringing, and so on. These factors combine to create a want, which is one, manifestation of a need. Theories of Motivation There are several principles on which the motivation theory is based. Some of them are explained below: a) Instinct Theory of Motivation Early work on motivation ascribed behaviour to instinct-the innate patterns of behaviour that are universal in species. This view is now largely discredited. For one thing, the existence of an instinct is difficult to prove or disprove. It is like saying that a consumer buys status symbols because he or she is motivated to

attain status, which is hardly a satisfying explanation. b) Drive Theory Drive theory focusses on biological needs that produce unpleasant states of arousal (e.g., your stomach grumbles during a morning class). We are motivated to reduce the tension caused by this arousal. Tension reduction has been proposed as a basic mechanism governing human behaviour. In marketing, tension refers to the.unpleasant state that exists if a person's consumption needs are not fulfilled. A person maybe grumpy if he hasn't eaten, or he may be dejected or angry if he cannot afford that new car he wants. This state activates goal-oriented behavior, which attempts to reduce or eliminate this unpleasant state and return to a balanced one, is termed homeostasis. Drive theory, however, runs into difficulties when it tries to explain some facets of human behaviour that run counter to its predictions. People often do things that increase a drive state rather than decrease it. For example, people may delay gratification. If you know you are going out for a lavish dinner, you might decide to forego a snack earlier in the day even though you are hungry at that time. In other cases, people deliberately watch erotic movies, even though these stimuli often increase sexual arousal rather than diminish it. c) Expectancy Theory Most current explanations of motivation focus on cognitive factors rather than biological ones to understand what drives behaviour. Expectancy theory suggests that behaviour is largely pulled by expectations of achieving desirable outcomes - positive incentives, rather than pushed from within. We choose one product over another because we expect this choice to have more positive consequences for us. Thus the term drive is used here more loosely to refer to both physical and cognitive processes. Motivational Strength Once the goal is attained, tension is reduced and the motivation recedes (for the time being). Motivation can be described in terms of its strength, or the pull it exerts on the consumer, and its direction, or the particular way the consumer attempts to reduce motivational tension. MOTIVATIONAL STRENGTH is "the degree to which a person is willing to expend energy to reach one goal as opposed to another". It reflects his or her underlying motivation to attain that goal. Many theories have been advanced to explain why people behave the way they do. Most share the basic idea that people have some finite amount of energy that must be directed toward certain goals. Motivational Direction Motives have direction as well as strength. They are goal-oriented in that specific objectives are desired to satisfy a need. Most goals can be reached by a number of routes, and the objective of marketers is to convince consumers that the alternative they offer provides the best chance to attain the goal. For example, a consumer who decides that he needs a pair of jeans to help him reach his goal of being accepted by others or projecting an appropriate image can choose among Levi's, Wranglers, Flying Machine, or the like, each of which promises to deliver certain benefits. Valence, popularly known as the direction, of the goal or the purpose can be positive or negative, which will in turn make the consumer goals as the negative as well as positive goals. A positively valued goal is one toward which consumers direct their behaviour, they are motivated to approach the goal and will seek out product that will be instrumental in attaining it. For example, a consumer may use the exercise equipment called, Allegro, to help him achieve the positive goal of improving his physique and social appearance. However, not all behaviour is motivated by the desire to approach a goal. In other cases, consumers are instead motivated to avoid a negative outcome. They will structure their purchases or consumption activities to reduce the chances of attaining this end result. For example, many consumers work hard to avoid rejection, a negative goal. They will stay away from products that they associate with social disapproval. Products such as a deodorants and mouthwash frequently rely upon consumers' negative motivation by depicting the onerous social consequences of underarm odor or bad breath. CONSUMER INVOLVEMENT Along with the concept of motivation, involvement is another concept which central to activating consumer motives. Involvement refers to "the level of perceived personal importance and/or interest evoked by a stimulus (or stimuli) within a specific situation".

This definition implies that aspects of the person, the product, and the situation all combine to determine the consumer's motivation to process product related information at a given point in time. When consumers are intent on doing what they can to satisfy a need, they will be motivated to pay attention and process any information felt to be relevant to achieving their goals. On the other hand, a person may not bother to pay any attention to the same information it is not seen as relevant to satisfying some need. One person who prides himself on his knowledge of exercise equipment may read anything he can find about the subject, spend his spare time in athletics stores, and so on, while another (lazier) person may skip over this

information without giving it a second thought. Involvement can be viewed as the motivation to process information. To the degree that there is a perceived linkage between a consumers needs, goals, or values, and product knowledge, the consumer will be motivated to pay attention to product information. When relevant knowledge is activated in memory, a motivational state is created that drives behaviour (e.g., shopping}. This subjective feeling of personal relevance is termed felt involvement. As felt involvement with a product increases, people devote more attention to ads related to the product, exert more cognitive effort to understand these ads, and focus their attention on the product-related information in them. Degree of involvement can be conceived as a continuum, ranging from absolute lack of interest in a marketing stimulus at one end to obsession at the other. Consumption of the low end of involvement is characterized by inertia, where decisions are made out of habit because the consumer lacks the motivation to consider alternatives. At the high end of involvement, we can expect to find the type of passionate intensity reserved for people and objects that carry great meaning to the individual. Involvement also affects the information processing and activation. Thus, type of information processing depends upon the consumer's level of involvement. It can range from simple processing, where only the basic features of a message are considered to the one all the way to elaboration, where the incoming information is linked to one's preexisting knowledge systems. THE FACETS OF INVOLVEMENT As previously defined, involvement can take many forms. A consumer could certainly be said to be involved with a pair of running shoes if they help to define and bolster his self-concept. This involvement seems to increase at certain times, as when he must prove himself in a competition. Alternatively, the act of buying the shoes may be very involving for people who are passionately devoted to shopping. To complicate matters further, advertisement, such as those produced for Nike or Adidas, may themselves be involving for some reason (e.g.; because they make us laugh, cry, or inspire us to work harder). Types of Involvement It seems that involvement is a fuzzy concept, because it overlaps with other things and means different things to different people. Indeed, the consensus is that there are actually several broad types of involvement. a) Purchase Involvement. Purchase involvement is related to a consumer's level of interest in the buying process that is triggered by the need to consider a particular purchase. Many sales promotions are designed to increase purchase involvement. For instance, in a contest sponsored by a perfume company, women submitted details of their most intimate trysts by letter or by phone to radio talk shows. The winning stories were edited into a romance novel published by the manufacturer. These books, in turn, were given away as a gift with the purchase of the perfume. Sales was reported to have shot up as a result. b) Message-Response Involvement. Message-response involvement refers to the processing of marketing communication. Television is considered a low involvement medium, because it requires a passive viewer who exerts relatively little control (remote control "zipping" notwithstanding) over content. In contrast, print is high-involvement

medium. The reader is actively involved in processing the information and is able to pause and reflect on what he or she has read before moving on. c) Ego Involvement. Ego involvement, sometimes termed enduring involvement, refers to the importance of a product to a consumer's selfconcept. This concept implies a high level of social risk, the prospect of the product not performing its desired function may result in embarrassment or damage to the consumer's self- concept. For example, the consumer's running shoes are clearly an important part of his self-identity (i.e., they are said to have high sign value). This type of involvement is independent of particular purchase situations. Measuring Involvement The measurement of involvement is important for many marketing applications. For example, research evidence indicates that a viewer who is more involved with a television show, will also respond more positively to commercials contained in that show, and that these spots will have a greater chance of influencing his or her purchase intentions. The many conceptualizations of involvement have led to some confusion about the best way to measure the concept. The scale shown in Table 2 is one widely used method.

Development of Involvement Profile A pair of French researchers have argued that no single component of involvement is predominant. Recognizing that consumers can be involved with a product because it is a risky purchase and/or its use reflects upon or affects the self, they advocate the development of an involvement profile containing four components. a) Importance and risk (the perceived importance of the product and the consequences of bad purchase) b) Probability of making a bad purchase c) Pleasure value of the product category d) Sign value of the product category Segmenting by Involvement Levels A measurement approach of this nature allows consumer researchers to capture the diversity of the involvement construct, and it also provides the potential to use involvement as a basis for market segmentation. For example, a tooth brush manufacturer might find that even though its product is low in sign value for one group of consumers, it might be highly related to the self-concept of another market segment, such as health enthusiasts or avid socializers. The company could adapt its strategy to account for the motivation of different segments to process information about the product. Note also that involvement with a product class may vary across cultures. While a sample of French consumers rated champagne high in both sign value and personal value, the ability of champagne to provide pleasure or be central to self-definition might not transfer to other countries (e.g. Islamic cultures). Strategies to Increase Involvement Although consumers differ in their level of involvement with respect to a product message, marketers do not have to just sit back and hope for the best. By being aware of some basic factors that increase or decrease attention, they can take steps to increase the likelihood that product information will get through. A consumer's motivation to process relevant information can be enhanced fairly easily by the marketer who uses one or more of the techniques as mentioned in this section, when designing persuasive communications.

KEY WORDS
Cognitive Dissonance: A State of tension created when the beliefs or behaviour conflict with one another. Drive: The desire to satisfy a biological need. Ego Involvement: The importance of the purchase to the self concept of the consumer Expectancy Theory: The perspective that the behaviour is largely pulled by the expectations of achieving the desirable outcomes. Involvement: The motivation to process the product related information. Inertia: The process by which the decision are made out of habit. Motivation: An internal state that activates the goal related behaviour. Perceived risk: The belief that the use of a product has potentially negative consequences.
MOTIVATION AS A PSYCHOLOGICAL FORCE: Motivation is the driving force within the individuals that impels them to take action. This driving force is produced by state of tension, which exists as the result of an unfulfilled need. Individuals strive both consciously and subconsciously to reduces the tension through behavior that they anticipate will fulfill their needs ad this relieve them of the stress feel. MODEL OF THE MOTIVATIONAL PROCESS- DIFFERECE B/W GOALS/NEEDS NEEDS: Every individual has need; some are innate, others are acquired. Innate Needs are physiological (that is biogenic); they include the needs for food, water, air, clothing, shelter. Because they are needed to sustain biological life, they are considered primary needs or motives. Acquired Needs are needs that we learn in response to our culture or environment. These may include needs for self-esteem, prestige, affection, power, and learning. Because acquired needs are generally psychological (that is psychogenic) they are considered secondary needs or motives.

GOALS: Goals are sought after results of motivated behavior. Two types of goals: Generic Goals That is the general classes or categories of foals that consumers see as fulfill their needs. Example: If a student want a good degree in MBA. Product-Specific Goals That is the specifically branded products and services that consumers select for goal fulfillment. Example: If a student want a good degree of MBA in finance from IBA. THE SELECTION OF GOALS: The goals selected by individuals depend on their personal experiences, physical capacity, prevailing cultural norms and values and the goals accessibility in the physical and social environment. An individuals own perception of himself or herself also served to influence the specific goals selected. INTERDEPENDECE OF NEEDS & GOALS: Needs and goals are independent, neither exists without the other. However, people are often no as aware of their needs as they are of their goals. Individuals are some what aware of their physiological needs rather than psychological needs. POSITIVE & NEGATIVE MOTIVATION:
UNWHOLE SOME DEMAND Some people prefer it but society will not prefer. NEGATIVE DEMAND If there is a product in market, but people not buy it.

POSITIVE: You do it A positive goal is one toward which behavior is directed; thus it is often referred to as an approach object. Some psychologists refer positive drives as needs, wants, or desires. NEGATIVE: You should avoid it A negative goal is one from which behavior is directed away and is referred to as avoidance object. Some psychologists refer negative drives as fears or aversions. RATIONAL VERSUS EMOTIONAL MOTIVES:

Rational Motives What benefit we are getting and how much cost it will take? They use the term rationally by carefully considering all alternative and choosing those that give them the greatest utility. In a marketing concept the term rationality implies that consumers select goals based on totally objective criteria such as size, weight, price, or miles per gallon. Emotional Motives You are not looking at benefit but just buy it It implies the selection goals according to personal or subjective criteria (e.g. pride, fear, affection or status).
THE DYNAMICS OF MOTIVATION: Motivation is a highly dynamic construct that is constantly changing in reaction to life experiences. Needs and goals change and grow in response to an individuals physical condition, environments, interactions with others and experiences. As individuals attain their goals they develop new ones. If they dont attain they strive for old goals or build substitute goals.

 NEEDS ARE NEVER FULLY SATISFIED: Most human needs are never fully or permanently satisfied. E.g: Drinking water again and again, you fell thirsty you drink water again and again. Most people regularly seek companionship and approval from others to satisfy their social needs. Even more complex psychological needs are rarely fully satisfied. NEW NEEDS EMERGE AS OLD NEEDS ARE SATISFIED: Some motivational theorists believe that a hierarchy of needs exists and that new higher-order needs emerge as lower-order needs are full-filled. For example, Maslow hierarchy of needs that is a man who has satisfied his physiological needs may turn to social and esteem needs. SUCCESS & FAILURE INFLUENCE GOALS: Individuals who successfully achieve their goals usually set new and higher goals that are they raise their level of aspiration. This is due to the fact that they succeed in reaching their lower goals, so that makes them confident to reach higher goals. On the other hand one who cannot reach their goals sometimes lowers their level of aspiration. E.g: If your target grade is B, if you achieve it than at next you target higher grades. If you achieve your goal, your inspirational will increase and you will set new goals. But always set goals that are achievable. SUBSTITUTE GOALS: When individual set goals cannot achieve, then the behavior may be directed to another goal that is substitute goal. Although the substitute goal may not be as satisfactory as the primary goal, it may be sufficient to dispel uncomfortable tension. E.g: A man who cannot prefer BMW may convince himself that a Mazda Miata has an image he clearly prefers. FRUSTRATION: Failure to achieve goal often results in feelings of frustration. Regardless of the cause, individuals react differently to frustrating situations. Some people manage to cope up by selecting substitute goal, others are less adaptive and may frustrate for not achieving the goal. DEFENCE MECHANISMS DIFFERENT TYPES OF FRUSTRATION: There are different types of frustration that may occur after not succeeding to achieve a goal: -

Aggression In response to frustration, individuals may resort to aggressive behavior in attempting to protect their self-esteem. E.g: A batsman got out he took frustration by hitting the bat to the ground. Rationalization People sometimes resolve frustration by inventing plausible reasons for being unable to attain their goals. E.g: Not having enough time to practice. Regression An individual may react to a frustrating situation with childish or immature behavior. E.g: Withdrawal Frustration may be resolved by simply withdrawing from the situation. E.g: Projection An individual may redefine a frustrating situation by projecting blame for his or her own failures and inabilities on other objects or persons. E.g: A student got bad marks and he blame teacher for it. Autism Autistic thinking is thinking dominated by needs and emotions with little effort made to relate to reality such as daydreaming, or fantasizing enable the individual to achieve its goals. E.g: Daydreaming about to score double hundred in next match. Identification People resolve their frustration by matching their failures with others. E.g: If an individual friend is fail and he is also, than he resolves his frustration in this way. Repression Another way that individuals avoid the tension arising from frustration is by repressing the unsatisfied need. If you cannot achieve you goal than try to divert your attention to some other thing. E.g:
MULTIPLICITY OF NEEDS: Consumer behavior often fulfills more than one need. In fact, it is likely that specific goals are selected because they fulfill several needs. E.g: We buy clothing for protection and for a certain degree of modesty; in addition, our clothing fulfills a wide range of personal and social needs, such as acceptance or ego needs. NEEDS AND GOALS VARY AMONG INDIVIDUAL:

 People have different needs may seek fulfillment through selection of the same goal; people with the same needs may seek fulfillment through different goals. E.g: In a group the needs, goals, reasons, idea may differ from people to people.
AROUSAL OF MOTIVES: The arousal of any particular set of needs at a specific moment in time may be caused by internal stimuli found in the individuals physiological, emotional, cognitive and environment. Internal Stimuli What you say, what you want or desire. External Stimuli See any advertisement of McDonalds, then you eat it. 1) PHYSIOLOGICAL AROUSAL:

Bodily needs at one specific moment in time are based on the individuals physiological condition at that moment. E.g: Person feeling cold so he wear warm clothes. Most of these physiological cues are involuntary; however, they arouse related needs that cause uncomfortable tensions until they are satisfied.
2) EMOTIONAL AROUSAL:

Sometimes daydreaming results in the arousal or stimulation of latent needs. People who are bored or who are frustrated in trying to achieve their foals engage in daydreaming (autistic thinking), in which they imagine themselves in all sorts of desirable situations.
3) COGNITIVE AROUSAL: Some times random thoughts can lead to a cognitive awareness of needs. 4) ENVIRONMENTAL AROUSAL:

The set of needs an individual experiences at a particular time are often activated by specific cues in the environment. Without the cues, the needs might remain dormant. E.g: The 60clock news, the slight or smell of bakery goods and other. When people live in a complex and highly varied environment, they experience many opportunities of need arousal. Conversely when there environment is poor or deprived, fewer needs are activated. There are two opposing philosophies concerned with the arousal of human motives. The behaviorist school considers motivation to be a mechanical process; behavior is seen as the response to a stimulus, and elements of conscious thought are ignored. The cognitive school believes that all behavior is directed at goal achievement. Need and past experiences are reasoned, categorized, and transformed in to attitudes and beliefs that act as predisposition to behavior.
TYPES & SYSTEMS OF NEEDS: HIERARCHY OF NEEDS: Dr. Abraham Maslow, a clinical psychologist, formulated a widely accepted theory of human motivation based on the notion of a universal hierarchy of human needs. The Maslow hierarchy of needs are give below: 1) PHYSIOLOGICAL NEEDS: These are the basic needs for sustaining human life itself. Such as food, water, warmth, shelter and sleep. Maslow took the position that until these needs are satisfied to the degree necessary to maintain life, other needs will not motivate people. 2) SECURITY OR SAFET NEEDS: These are the needs to be free of physical danger and of the fear of losing a job, property, food, or shelter, Stability. 3) SOCIAL OR AFFILIATION OR ACCEPTANCE NEEDS: Since people are social beings, they need to belong, to be accepted by others affection, friendship, and belonging). 4) ESTEEM OR EGO NEEDS: According to Maslow, once people begin to satisfy their need to belong, they tend to want to be held in esteem both by themselves and by others. This kind of need produces such satisfaction as power, prestige, status and self-confidence.

5) SELF-ACTUALIZATION NEEDS: Maslow regards this as the highest need in his hierarchy. It is the desire to become what one is capable of becoming to maximize ones potential and to accomplish something.

SEGMENTATION & PROMOTIONAL APPLICATIONS: Maslows need hierarchy is readily adaptable to market segmentation and the development of advertising appeals because there are consumer goods designed to satisfy each of the need levels and because most needs are shared by large segments of consumer. For example: Individuals buy healthy foods, medicines, and low-fat and diet products to satisfy physiological needs. They buy insurance, preventive medical services, ad home security systems to satisfy safety and security needs. They buy cosmetics, mouthwash, saving cream as well as clothes to satisfy social needs. They buy computers or sound system or big cars, expensive furniture to fulfill ego needs. The college education, hobby-related products and physically challenging adventure trips are sold as ways of achieving self-fulfillment. POSITIONING APPLICATIONS: Advertisers may use the need hierarchy for positioning products that is, deciding how the product should be perceived by prospective consumers. The key to positioning is to find a niche an unsatisfied need that is not occupied by a competing product or brand. The need hierarchy is very versatile tool for developing positioning strategies because different appeals for the same product can be based on different needs included in this framework. For example: ad for soft drink stress social appeal.
A TRIO OF NEEDS: Some psychologists believe in the existence of a trio of basic needs; the needs for power, for affiliation, and for achievement. These needs can each be subsumed within Maslows need hierarchy; considered individually; however, each has a unique relevance to consumer motivation. 1) POWER: The power need relates to an individuals desire to control his or her environment. It included the need to control other persons and various objects. This need appears to be closely related to the ego or esteem needs, in that many individuals experience increased self-esteem when they exercise power over objects or people. 2) AFFILIATION: Affiliation related to need for friendship, acceptance and belonging. People with high affiliation needs tend to be socially dependent on others. The affiliation need is very similar to Maslows social need. 3) ACHEIVEMENT: Achievement is the need for personal accomplishment. It is closely related to egoistic and self-actualization needs. People with a high need for achievement tend to be more self-confident, enjoy taking calculated risks, and actively research their environments and value feedback. THE MEASUREMENT OF MOTIVES: There are three commonly used methods for identifying and measuring human motives: observation and inference, subjective reports and qualitative research. None of these methods are completely reliable by it. Therefore, researches often use a combination of two or three techniques is tandem to assess the presence or strength of consumer motives. MOTIVATIONAL RESEARCH: Qualitative research designed to uncover consumers subconscious or hidden motivations. Consumers are not always aware of, or may not wish to recognize, the basic reasons underlying their actions.

THE DEVELOPMENT OF MOTIVATIONAL RESEARCH: This school of thought follows Freuds psychoanalytic theory, assuming that consumer motivations are often subconscious and hidden. Dr. Ernest Dichter, formerly a psychoanalyst in Vienna, adapted Freuds techniques to the study of consumer buying habits. Up to this time, marketing research had focused on what consumers did (that is quantitative, descriptive studies). Dichter used qualitative research methods to find out why they did it. By the early 1960s however marketers realized that motivational research has a umber of draw backs. Because of the intensive nature of qualitative research, samples necessarily were small thus; there was concern about generalization findings to the total market, Despite its criticisms, motivational research is still regarded as an important tool by marketers who want to gain deeper insights in to the whys of consumer behavior than conventional marketing research techniques can yield with developing new ideas and new copy appeals.