3. 5 Stages of Motivation Process
1.
2.
Latent Needs
- are needs that are still hidden from the consumer.
Drive
-- -> An arousal state of psychological tension that typically
arises from need.
3. Wants or desire
- want is a short term goal and must need an immediate action.
- desire can wait is a long term process.
4. Goal
-- is a means to achieve the consumer needs.
4. 5 . Behaviour
- Is the decision process of selecting
products, services, experience, to address the need.
2 Types of Motivation
1. Intrinsic motivation
- involves engaging in a behaviour because it is personally
rewarding essentially performing an activity for its own sake
rather than desire for some external rewards.
2. Extrinsic motivation
-- -> occurs when we are motivated to perform a behaviour
or engage in an activity in order to earn a reward or avoid
punishment
12. - A description of
consumers on
the basis of their psychological
and behavioral characteristics.
13. Values, personality, and lifestyle constitute the basic
components of psychographics.
traditionally, psychographics measured consumer
lifestyles but more modern applications have
broadened, the approach to include concepts such as
the consumers psychological makeup, their values and
personality, and the way they behave with respect to
specific products (their usage patterns, attitudes, and
emotions.
14. Marketers use psychographics to gain more detailed understanding of
consumer behavior than they can get from demographic variables like
ethnicity, social class, age, gender and religion.
15. AIOs
Activities
The way a person carries out his work or the type of
hobbies he has tells a lot about a person.
Interests
A consumers interests also help marketers as they help him
to decide on the right marketing message which needs to
be communicated to the prospect consumer.
Opinions
Nowadays there are agencies taking care of a brand online
such that they can immediately give a feedback of what the
public opinion about a brand / product is. The
management can accordingly make the changes.
