Consumer needs &motivation Consumer motivation is based primarily on the notions of consumer needs &wants .

Need is the most basic human requirement .the process of motivation begins when a need arises. Needs are classified in different ways -innate needs &acquired needs. Innate needs(primary needs)are those needs that are physiological in nature. These are bodily needs like need for food , water, air, clothing etc on the other hand acquired needs (secondary needs)are the needs that are not present in the human being by birth rather he learns from the environment &acquires them over a period of time Thus ,they are also called as acquired needs. These includes need for self esteem, prestige, status, sense of belongingness ,affection etc needs are also classified as:

Physiological needs Safety & health needs Need for love& companionship Social image needs Need to possess Need for achievement Need for uniqueness

Motivation The word motivation is derived from the Latin word movere meaning to move. It is a psychological concept that mobilises bodily energy and directs it in a selective fashion towards goals usually located in the

external environment. It is an inner urge that impels an individual to act or not to act in a certain manner. Role of motives The main role of motives in consumer behaviour is to arouse &direct the behaviour of consumers. Motives have several important functions for guiding behaviour such as :

Defining basic striving Identifying goal objects Influencing choice criteria Influencing consumers perception &learning process

Consumer personality Personality is one of the internal characteristics of consumer that is commonly used by marketers. Personality is one of the unique characteristics of consumer that is commonly used by the marketers. Personality is the unique individual inner psychological characteristics that are consistent based on which they react to environment. Personality composes of qualities, manners, values , looks and habits of a person. This is of importance for marketers as consumers reacts to advertisements, sales promotions of marketers based on his personality. consumer purchases a product/ brand ,which he perceives that matches his personality. Thus personality is an important aspect that should be taken

into consideration while developing marketing campaigns

Three theories of personality are prominent in the study of consumer behaviour and they are:

Psychoanalytic theory Neo-Freudian theory Trait theory

Freuds psycho analytic theory provides the foundation for the study of motivational research ,which operates on the premise that human drives are largely unconscious in nature and serve to motivate many consumer actions. Neo Freudian theory tends to emphasise the fundamental role of social relationships in the formation and development of personality . Trait theory says that individuals possess innate psychological traits (innovativeness, novelty seeking ,need for cognition, materialism etc) to a greater or lesser degree, and that these traits can be measured by specially designed scales. SELF CONCEPT The concept of self refers to the attitude people hold about their own self. The overall self attitude can be broadly classified into four categories.(1) The actual self image -this refers to how the consumers feel about himself (2) the ideal self image-this refers to how the

consumer would like to view himself(3)social self image, this is related to how the consumer thinks others view him (4)ideal social image-this refers to how the consumer wants others to view him. ATTITUDE Attitude is learned predisposition to respond in a consistently favourable and unfavourable manner with respect to a given stimuli Attitude formation Since attitude is learned and not acquired unconsciously, people pick up attitude depending on the basis of their need along with the environment they are living in. there are different sources that influence attitude namely

information Exposure Group membership Environment Want satisfaction

The cognitive component of attitude is largely built up from information acquired from mass media, friends and other people with whom there is communication. Another source of influence is group membership . By group we mean the people with whom the consumer interacts. This interaction can be voluntary or involuntary. People tend to belong to groups whose behaviour attracts them, but they may not

accept and hence absorb, all the characteristics of that group. Environmental influences play an important role in attitude formation. If people work for prolonged time in a certain atmosphere or study in certain school or college which adheres to certain beliefs ,the group members show tendencies to alien themselves with those beliefs even if they have started from a different platform. Consumers want satisfaction also influences attitude formation. Change in attitude Attitude change can be defined as finding that at a given time a significantly higher or lower proportion of the population holds certain attitude than at an earlier time Strategies adopted by marketers to bring attitudinal change

Change consumers basic motivational function Associate the product with an admired group or event Attitudinal change can be brought about by resolving conflicting attitude Strategy of altering attitude of the product or brand Attitudinal change can be brought about by value addition to the known attributes.