Lecture 2.1.pptx business student ppt for

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1. DISCOVER . LEARN . EMPOWER UNIT-2: Individual Determinants of CB INSTITUTE-University School of Business DEPARTMENT-Management M.B.A Consumer Behaviour-2 3 BAT-624 Faculty Name : Rohit Guleria (Assistant Professor ) Lecture 2.1 : Motivation (Part 1) 1

2. Course Objective CO Number Title Level CO1 Learn and apply consumer behaviour theories to take informed decision to develop relevant products and services to create value for customers. Apply   CO2 Develop and use consumer insight to make and sustain profitable relationships. Develop  

3. Course Outcome Course Outcome Description Blooms Taxonomy Level 1 To understand the significance of consumer behavior in developing consumer insights. Understand/Remember 2 To apply behavioral theories to conceive strategic insight to create value for customers. Apply 3 To analyze ever changing consumer behavior trends and patterns to develop insight in order to improve products and services. Analyze 4 To evaluate the relative effectiveness of marketing strategies aimed at influencing the behaviors of customers. Evaluate 5 To develop products and services based on consumer insight and consumer trends. Design/Create

4. 4 Points to Ponder Model of the Motivation Process Goals

5. Learning Outcomes At the end of this class you will be able to Understand how individual motivation shapes up Appraise the relationship between individual goals and motivation

6. Needs and Motivation Needs are the essence of the marketing concept. Marketers do not create needs but can make consumers aware of needs. Motivation is the driving force within individuals that impels them to action.

7. Source: Prentice Hall Model of the Motivation Process

8. Types of Needs Innate Needs Physiological (or biogenic) needs that are considered primary needs or motives Acquired Needs Learned in response to our culture or environment. Are generally psychological and considered secondary needs

9. Source: Prentice Hall Is a body spray an innate or acquired need?

10. Goals The sought-after results of motivated behavior Generic goals are general categories of goals that consumers see as a way to fulfill their needs Product-specific goals are specifically branded products or services that consumers select as their goals

11. Source: Prentice Hall Goals Structure for Weight Control

12. Source: Prentice Hall Goals Structure for Weight Control

13. The Selection of Goals The goals selected by an individual depend on their: Personal experiences Physical capacity Prevailing cultural norms and values Goal’s accessibility in the physical and social environment

14. Discussion Question What are three generic goals you have set for yourself in the past year? What are three product-specific goals you have set in the past year? In what situations are these two related? How were these goals selected? Was it personal experiences, physical capacity, or prevailing cultural norms and values?

15. Summary Motivation is the driving force within individuals that impels them to action. This driving force is produced by a state of uncomfortable tension, which exists as the result of an unfulfilled need. We all have needs, wants and desires. The drive to reduce need-inducted tension results in behaviour that we anticipate will satisfy needs and thus bring a more comfortable state.

16. REFERENCES Text Books Schiffman , L., and Kanuk , L. 2010. Consumer Behavior, 13 th Ed., Pearson Education, India, ISBN: 9780135053010 Online Articles https://www.dlmmarketing.com.au/motivation/ https://www.yourarticlelibrary.com/consumer-behaviour/consumer-needs/consumer-needs-and-motivation-with-diagram/64115 16

17. Assessment Pattern Components HT-1 HT-2 Assignment Surprise Test Business Quiz GD Forum Attendance Scaled Marks Max. Marks 10 10 6 4 4 4 2 40

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