Motives in consumer behaviour

Motives in consumer Behaviour , types of motives, roles of motive, arousal of motives

1. Dipankar Dutta
Roll no-15
MBA , 3
rd
Sem
Role of Motives in Guiding Behaviour

2. Meaning of Motives
•An inner urge
•That moves or prompts
•A person to action
Motiveisaninnerstatethatmobilizesbodily
energyanddirectsitinselectivefashion
towardsgoalsusuallylocatedinexternal
environment.
Motivation:istheprocessthatinitiates,
guidesandmaintainsgoalorientedbehavior.
eg-Needforfood

3. Roles of Motive
1. Defining basic striving
-ExampleSafety,achievementorother
desiredstatewhichtheconsumerwantsto
achieve
2. Identifying goals objects
-Productsandservicearethemeansby
whichtheycansatisfytheirmotives.
-Motivationalpushinfluencesconsumerto
identifyproductsasgoalobjects.

4. 3. Influencing choice criteria
-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
-Motivesaffectsthedeterminantsof
perception,learning,personalityandhow
peopleprocessinformation.

5. Types of
buying
motives
Emotional
buying
motives
Rational
buying
motives
Patronage
buying
motives
It prompts the prospects to
act as a result of an appeal
to some sentiment or
passions.
Like-Pride, jealousy, love
etc
Itpromptsan
prospectstoact
becauseofan
appealtoproject
betterjudgment
Like-Economy,
durability,desire
formoneyetc.
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
-as motive 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 of Motivation
•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.