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Unit 3: Consumer Motivation

Needs may also be classified even more basically - utilitarian or hedonic. A consumer's utilitarian Notes
needs focus on some practical benefits and are identified with product attributes that define
product performance such as economy or durability etc.
Hedonic needs relate to achieving pleasure from the consumption of a product or service and
are often associated with emotions or fantasies. Hedonic needs are more experiential as they are
closely identified with the consumption process. For example, a hedonic need might be the
desire to be attractive to the opposite sex. The evaluative criteria for brands are usually emotional
rather than rational (utilitarian).
Goals can be defined as the solutions that satisfy a specific need. For example, to satisfy hunger
any type of food is good enough but the individual consumer's goal may be a chicken roast.
Human behaviour is goal-oriented. Marketers are particularly interested in consumers'
goal-oriented behaviour that concerns product, service or brand choice. They want consumers
to view their products or brands as those that would best satisfy their needs and wants.
The goal selection depends on an individual's personal experiences, physical capacity and
prevailing cultural norms and values and whether the goal object is accessible.
Needs and goals are interdependent and neither can exist without the other.

3.2.1 Needs and Goals are Dynamic

Some important reasons why motivated behaviour never comes to an end include the following:
1. Needs are never satisfied completely or permanently: At nearly regular intervals we become
hungry and need food to satisfy this recurring need. Similarly, most people experience the
social need and regularly seek company of others, their affection and approval. Even in
the case of more complex and abstract psychological needs such as need for power, no one
ever seems to be completely and permanently satisfied with whatever one has and keeps
on striving for more.
2. New needs emerge: At any given time, a need may be predominantly active but as soon as
it is satisfied another need emerges. According to Maslow, a hierarchy of needs exists. As
lower-order needs are fulfilled, new higher-order needs become active.
3. Success and failure influence goals: Research has shown that individuals who are successful
in achieving their goals usually aspire to achieve higher goals. This probably happens
because success gives them more confidence in their ability. On the other hand, those who
meet with failure, sometimes lower their levels of aspiration.
4. Substitute goals are formed: This may happen when someone is unable to achieve a
specific goal to satisfy certain needs and settles for some other goal. It may however, not
be as satisfactory as the original goal but would be sufficient to just satisfy and relieve
tension.

Task Give examples of the products and services that cater to our: biogenic needs,
acquired needs and hedonic needs.

3.2.2 System of Needs

For many years, psychologists and others have attempted to develop a comprehensive list of
motives. Most authorities agree about specific physiological needs but there is marked
disagreement about specific psychogenic or secondary needs.

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