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Chapter 8: Customer motivation - Coggle Diagram
Chapter 8: Customer motivation
Motivation, is the essence referring to the processes that lead people to act/behave as they do. Usually occurs when a need is aroused that the customer wishes to satisfy.
Needs arousal
: starts with the presence of stimulus that causes the recognition of a need
Physiological arousal,
Based on the individuals physiological conditions at that moment in time,
i.e. Drop in blood sugar levels or stomach contractions will trigger awareness of a hunger need, a decrease in body temperature will induce shivering, causing the individual to seek warmth.
Emotional arousal,
Daydream can result in the arousal or stimulation of latent needs.
As people who are bored, or wish to achieve their goals, engage in daydreams imagining themselves in desirable situation.
Cognitive arousal
Cognitive awareness of a need may be triggered by a stimulus in the environment.
i.e. the sight of an old married couple holding hands may arouse in a young single person the cognitive need of being in a relationship.
Environmental arousal,
The needs activated at a specific time are often determined by specific cues in the environment, without cues, the need would remain dormant
i.e. The smell of food may arise hunger
Maslow's Hierarchy of needs
Physiological needs
,
Physiological needs are the first and most basic level of human needs
i.e. Food, water, air, shelter and clothing
in context: a hungry persons priorities lie with food not a cellphone
2.
Need for safety,
These needs are concerned not only with physical safety but also include order, stability, routine, familiarity, and control over one's life and environment.
i.e. health and the availability of health care as well as routine and security to protect the goods
Life insurance, and trelleidor
3.
The need to belong,
Social needs find expression in the buying of gifts and participating in in-group activities,
i.e. sports or cultural activities
in context, buying fresh new kicks to fit into the group of friends.
The need for esteem(we made it yeah
),
Ego needs can take inward or an outward orientation, or both.
i.e. cars, furniture and credit cards.
in context, a family buying a second car and its a merc, recent model very fancy
The need for self-actualization,
an indies desire to fulfil their potential; in other words, to become everything they are capable of.
i.e. Hobbies, travel, education
in context; the family plans a vacation or a parent wishes to further their own studies to attain a masters.
Psychographics,
Characteristics that describe individuals in terms of their psychological and behavioral make-up
Psychographics and lifestyle
,
often used interchangeably
Demographics
allow us to describe
who
buys, while
psychographics
allow us to understand
why
the buy
Values determine lifestyle
,
Our lifestyle expresses the goal we live for, while vales are the goals we live for.
The use of psychographics,
used for market segmentation
allow marketers to go beyond simple demographics.
Can lead to mis-stereotyping, i.e. a beer made for young professional men is drank by older family men.
Psychographics can guide marketers in emphasizing features of the product to fit in a persons lifestyle.
Can offer useful input in advertisements
How the product fits into customers' lifestyles allows marketers to identify new product opportunities, and create environments where the product is more likely to be consumed
Motivational research,
Based on the premise that consumers are
not always aware
of the reasons for their actions.
Depth interviews
, interviews with individual customers designed to determine
deep-sealed or repressed motives
that cannot be brought out by structured questions.
Response carefully reveal motives and potential buying habits
Focus group interviews,
comprised of 8-12 customers, brought by the guidance of a moderator, to discuss issues that may reveal
their deep seated needs or unconscious motives
, likely to stimulate discussion under context.
Projective techniques
, designed to determine motives that are
difficult to express or identify.
Provide materials to conjure buying motives, rather than direct question that they wouldnt likely know.
Reasons why MR is used.
provides basic orientation for new product categories.
Explore customer reaction to ads in the early stage.
Basic ques are more structured, asked on a larger more representative sample of customers.
Good for developing ad appeals and new ideas.