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    Session-6 - CB Core (Needs & Motivation)

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    Ranganadh Panchakarla
    This document provides an overview of consumer behavior concepts related to needs and motivation. It discusses Philip Kotler's consumer decision making process model and outlines the stages of need arousal and seeking goals. Maslow's hierarchy of needs is presented as a motivation theory. The concepts of needs, goals, frustration, and defense mechanisms are defined. Theories of motivation like Maslow's hierarchy of needs and McClelland's trio of needs theories are summarized. The document concludes by encouraging analysis of example ads and contact information for the professor.

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    Session-6 - CB Core (Needs & Motivation)

    Uploaded by

    Ranganadh Panchakarla
    20 views19 pages
    This document provides an overview of consumer behavior concepts related to needs and motivation. It discusses Philip Kotler's consumer decision making process model and outlines the stages of need arousal and seeking goals. Maslow's hierarchy of needs is presented as a motivation theory. The concepts of needs, goals, frustration, and defense mechanisms are defined. Theories of motivation like Maslow's hierarchy of needs and McClelland's trio of needs theories are summarized. The document concludes by encouraging analysis of example ads and contact information for the professor.

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    This document provides an overview of consumer behavior concepts related to needs and motivation. It discusses Philip Kotler's consumer decision making process model and outlines the stages of need arousal and seeking goals. Maslow's hierarchy of needs is presented as a motivation theory. The concepts of needs, goals, frustration, and defense mechanisms are defined. Theories of motivation like Maslow's hierarchy of needs and McClelland's trio of needs theories are summarized. The document concludes by encouraging analysis of example ads and contact information for the professor.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    20 views19 pages

    Session-6 - CB Core (Needs & Motivation)

    Uploaded by

    Ranganadh Panchakarla
    This document provides an overview of consumer behavior concepts related to needs and motivation. It discusses Philip Kotler's consumer decision making process model and outlines the stages of need arousal and seeking goals. Maslow's hierarchy of needs is presented as a motivation theory. The concepts of needs, goals, frustration, and defense mechanisms are defined. Theories of motivation like Maslow's hierarchy of needs and McClelland's trio of needs theories are summarized. The document concludes by encouraging analysis of example ads and contact information for the professor.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 19

    Consumer Behavior:

    Needs & Motivation


    Fall 2018, BBA, IBM, Session: 6
    Jindal Global Business School
    Prof. Diptiman Banerji
    Project Proposal
    • Given in your course outline, please read!
    • Cover page + 2 pages
    • The document should identify the marketing
    strategies and tactics and the consumer
    behavior concepts/principles/models that are
    expected to be central to the project (this is
    tentative, and can be changed as the project
    evolves).
    • Due – EOD of 31st August.
    24/08/2018
    The Consumer Decision making
    process
    • Philip Kotler’s framework

    Personality

    Natural

    Personal

    Consumer’s consciousness

    24/08/2018
    Motivation
    • Motivation is the driving force within
    individuals that compels them to action.

    24/08/2018
    Needs and goals
    •Needs:
    – Physiological
    – Psychological

    •Goals:
    – Generic
    – Product-specific

    24/08/2018
    Need arousal & seeking goals
    • Need arousal • Selecting goals
    – Internal stimuli – Factors
    – Emotional or cognitive • Personal experiences and
    processes knowledge
    • Physical capacity
    – External stimuli
    • Cultural norms and values
    • Goal accessibility
    – Approach objects
    – Avoidance objects

    24/08/2018
    Needs & goals
    • Needs and goals are interdependent
    • Needs are never fully satisfied
    – New needs emerge as old ones are satisfied
    • Success and failure influence goals

    24/08/2018
    Frustration and defense mechanisms
    • Frustration is the feeling that results from
    failure to achieve a goal.
    • Defense mechanisms are cognitive and
    behavioral ways to handle frustration.

    24/08/2018
    Defense mechanisms
    Defense Mechanism- (Failure in exams)
    1. Aggression – Put the topper on a hitlist!!
    2. Rationalization – I did my best given the time I could manage after
    the late night party.
    3. Regression – Tear down the mark sheet on the notice board.
    4. Withdrawal – It had to happen- can’t help.
    5. Projection – I knew this, I never liked the faculty - he sure messed
    up somewhere
    6. Daydreaming – If I could write that answer a bit better…..
    7. Identification – Even some of the so-called toppers have fallen
    8. Repression – Forcing the need to pass out of conscious awareness

    24/08/2018
    Let’s analyze

    24/08/2018
    Theories of motivation:
    Maslow’s Hierarchy of Needs

    24/08/2018
    What need state is this ad targeting?

    24/08/2018
    What need state is this ad targeting?

    24/08/2018
    What need state is this ad targeting?

    24/08/2018
    What need state is this ad targeting?

    24/08/2018
    What need state is this ad targeting?

    24/08/2018
    Theories of motivation:
    Trio of Needs
    • Power
    – Related to one’s desire to control
    – Closely related to ego (esteem) needs of Maslow’s
    hierarchy
    • Affiliation
    – Closely related to social needs of Maslow’s hierarchy
    • Achievement
    – High achievement people require personal
    accomplishment

    24/08/2018
    Let’s analyze

    24/08/2018
    All the best!

    Contact: [email protected]

    24/08/2018

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