Human Needs: Consumer Needs Are The Basis of All Modern Marketing

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Consumer Motivation

CHAPTER
FOUR
Human Needs
consumer needs are the
basis of all modern
marketing.
Marketers do not create
needs, although in many
instances they may make
consumers more keenly
aware of unfelt or dormant
needs.
Savvy companies define
their business in terms of
the consumer needs they
satisfy rather than the
products they produce and
sell.
What is the need of a nail
polish?
Charles Revsons strategy was
to induce women to use
different shades of nail polish
to match different outfits,
moods and occasions.

This persuaded women to


buy many different cols. Of
nail polish rather than wait
to finish one bottle.
Also introduced new nail
col. Fashion every season-
consumers would buy
more and more.
Revlon would persuade
women that buying the
new cols. Would satisfy
their needs to appear
fashionable and attractive.
Did not sell colour!
In the factory,
we make
cosmetics; in the
store we sell
hope
--Charles Revson,
founder of revlon
Product oriented
Logitech- we make cameras and PC
tracking devices
Need oriented
Logitech designs, manufactures and
markets personal interface products
that enable people to effectively
work, play, and communicate in the
digital world.

Product oriented
Pfizer- We make pharmaceuticals
Need oriented
We dedicate ourselves to
humanity's quest for longer,
healthier, happier lives through
innovation in pharmaceutical,
consumer, and animal health
products.

Motivation as a
Psychological Force
Needs are the essence of
the marketing concept.
Marketers do not create
needs but can make
consumers aware of unfelt
or dormant needs.
Motivation is the driving
force within individuals
that impels them to action.
Motivation is produced by
a state of tension, by
having a need which is
unfulfilled..

Are there various degrees


of motivation?
Types of Needs
Innate Needs (or primary
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
and include the need for
self-esteem, prestige,
affection, power, and
learning.
Is XYZ Innate or acquired
needs?

Q--1
Discuss the statement
marketers dont create
needs; needs pre-exist
marketers. Can
marketing efforts
change consumers
needs? Why or why not?
Can marketing efforts
arouse consumer
needs? If yes, how?
Marketers do not create
needs, though in some
instances they may make
consumers more keenly
aware of unfelt needs.
Marketing efforts are
generally not designed to
change consumer needs
but to create or trigger
arousal of wants for
products/services that
consumers would then
purchase to satisfy needs
that already exist. How do
they do this?
Market-oriented companies use
consumer research to uncover
relevant needs, translate them into
wants by designing appropriate
products and services, and position
their offerings as satisfying needs
and wants better than competitors
products/services.
EXERCISE- 1
Find two examples of
ads that are designed
to arouse latent
consumer needs and
discuss their
effectiveness.
Q--2
Consumers have both
innate and acquired
needs. Give examples
of each kind of need
and show how the same
purchase can serve to
fulfill either or both
kinds of needs.

Answer-2
Purchase of a house---
innate need for shelter
But the type of house he or
she buys, its interior and
exterior design, and
location are likely to reflect
acquired needs.
For example, an individual
may seek a place where
large groups of people can
be entertained (fulfilling
social needs) and want to
live in an exclusive
community to impress
friends (fulfilling ego
needs).
Positive vs.
negative motive
Motives or needs can have
a positive or negative
direction. We may feel a
driving force toward some
object or condition or a
driving force away from
some object or condition.
positive drives -- needs,
wants, or desires
negative drives -- fears or
aversions.
Negative motivation
Positive motivation

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- jeans
Product-specific goals
are specifically branded
products or services that
consumers select as their
goals- Levis
How Does this Ad
Appeal to
Ones Goals?
It Appeals to Several
Physical
Appearance-related
goals.
The Selection of
Goals
The goals selected by an
individual depend on their:
Personal experiences
Physical capacity
Prevailing cultural norms
and values
Goals accessibility in the
physical and social
environment
Rational versus
Emotional Motives
Rationality implies that
consumers select goals
based on totally objective
criteria, such as size,
weight, price, or miles per
gallon
Emotional motives imply
the selection of goals
according to personal or
subjective criteria
Discussion
Questions
What products might be
purchased using rational
and emotional motives?
What marketing strategies
are effective when there
are combined motives?
The Dynamics of
Motivation
Needs are never fully
satisfied
New needs emerge as old
needs are satisfied
People who achieve their
goals set new and higher
goals for themselves
Success and Failure
Influence Goals
Researchers have
concluded that individuals
who successfully achieve
their goals usually set new
and higher goals for
themselves. Individuals
raise their levels of
aspiration.
Success and Failure
Influence Goals
The effects of success or
failure on goal selection
have implications for
marketers.
Goals should be reasonably
attainable.
Advertisements should not
promise more than the
product can deliver.
Products and services are
often evaluated by the size
and direction of the gap
between consumer
expectations and objective
performance.
Even a good product will not
be repurchased if it fails to live
up to unrealistic expectations
created by ads that
overpromise.

Substitute Goals
Are used when a consumer
cannot attain a specific
goal he/she anticipates will
satisfy a need
The substitute goal will
dispel tension
Substitute goals may
actually replace the
primary goal over time
Examples
A man who cannot afford
to buy a BMW, may
convince himself that a
new sporty and less
expensive car has an
image he clearly prefers.
Frustration
Failure to achieve a goal
may result in frustration.
Some adapt; others adopt
defense mechanisms to
protect their ego.
Example- zipouch vacuum
sealing bags that enables
consumers to store
perishable foods that
either cannot be frozen at
all or loose a lot of their
flavor while storing
Defense Mechanisms- Table
4.2 (excerpt)
Marketing
implications
Marketers often consider
this fact in their selection
of advertising appeals and
construct advertisements
that portray a person
resolving a particular
frustration through the use
of the advertised product.

Arousal of Motives
Physiological arousal
Emotional arousal
Cognitive arousal
Environmental arousal
Physiological
Arousal

Bodily needs, at any one


specific moment in time,
are rooted in an
individuals physiological
condition at that moment.
Most physiological cues
are involuntary; however,
they arouse related needs
that cause uncomfortable
tensions until they are
satisfied.
Hunger

Emotional Arousal
Sometimes daydreaming
results in the arousal or
stimulation of latent
needs. People who are
bored or who are
frustrated in trying to
achieve their goals often
engage in daydreaming
(autistic thinking), in which
they imagine themselves
in all sorts of desirable
situations.
These thoughts tend to
arouse dormant needs,
which may produce
uncomfortable tensions that
drive them into goal-
oriented behavior.

Cognitive Arousal-
they read an ad that made
them think about their needs

Advertisements are cues


designed to arouse needs.
Without these cues, the
needs might remain
dormant.
Creative advertisements
arouse needs and create a
psychological imbalance in
the consumers mind.
When people live in a
complex and highly varied
environment, they
experience many
opportunities for need
arousal. Conversely, when
people live in a poor or
deprived environment, fewer
needs are activated.

Environmental
arousal
by events occurring in
their general surroundings
(the weather becomes
cold).
Philosophies
Concerned with
Arousal of Motives
Behaviorist School- mechanical
process or reaction
Behavior is response to stimulus
Elements of conscious thoughts
are to be ignored
Consumer does not act, but
reacts
Cognitive School- consumers
think
Behavior is directed at goal
achievement
Needs and past experiences are
reasoned, categorized, and
transformed into attitudes and
beliefs

Types and Systems


of Needs
Researchers are interested
in developing a complete
list of human needs.
Although basic biological
needs are easily
understood and agreed
upon, it is the
psychological and
psychosocial needs that
differ from researcher to
researcher.
Types and Systems
of Needs
Henry Murrays 28
psychogenic needs
Abraham Maslows
hierarchy of needs
A trio of needs
Maslows Hierarchy
of Needs

To Which of
Maslows
Needs Does This Ad
Appeal?
Both Physiological
and Social Needs
To Which of
Maslows
Needs Does This Ad
Appeal?
Egoistic Needs
To Which of
Maslows
Needs Does This Ad
Appeal?
Self-Actualization
Discussion
Questions
What are three types of
products related to more
then one level of Maslows
Hierarchy of Needs?
For each type of product,
consider two brands. How
do marketers attempt to
differentiate their product
from the competition?
A Trio of Needs-
suggested by other psychologists
Power
individuals desire to control
environment
Affiliation
need for friendship,
acceptance, and belonging
Achievement
need for personal
accomplishment
closely related to egoistic
and self-actualization needs

To Which of the Trio


of Needs Does This
Ad Appeal?
The Affiliation
Needs Of Young,
Environmentally
Concerned Adults
To Which of the Trio
of Needs Does This
Ad Appeal?
Affiliation Need
Power And
Achievement Needs
Measurement of
Motives
Researchers rely on a
combination of techniques
Qualitative research is
widely used
Projective techniques are
often very successful in
identifying motives.

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