Page 44 - DMGT506_CONSUMER_BEHAVIOUR

Unit 3: Consumer Motivation

Teaching and mobilizing your past clients and sphere takes you beyond the gimmick Notes
technique referral process. You can contact and interact with the prospect at the earliest
stage possible. You can become a resource when they need help making the decision,
rather than just being there once the decision is made. With this approach, you provide a
higher level of service to the prospect and future client.
In the survey:
18% wanted a larger home or more property.
16% want a home as an investment.
12% want to rid themselves of the conditions that come with renting.

7% want to receive the tax benefits home ownership brings.
All these key reasons the consumers are using to make their purchase can be discovered
with a more in-depth relationship and in-depth questions of your sphere and past clients.
We need to move beyond the surface level of our relationship with our past clients and
sphere.

Finally, interest rates seem to be the secondary driving factor in moving. Focus on the
primary reasons outlined above. This will ensure a strong finish to your year.

Source: ezinearticles.com
3.3 Measurement of Motives

Several schemes of classifying motives have been suggested which group motives on the basis
of one unique characteristic of interest. One such scheme distinguishes physiological versus
psychogenic motives. Physiological motives are concerned with satisfying biological needs of
the individual such as hunger, thirst and safety etc. and psychogenic motives focus on satisfying
psychological needs such as achievement, affection, or status etc. One important characteristic of
psychological motives is that they are learned. These acquired or secondary motives exert very
powerful influence on people.

According to another scheme, motives are classified as conscious versus unconscious. Conscious
motives are those of which people are quite aware such as hunger, while for unconscious
motives people are often not aware, such as consumers buy expensive clothes for their "good fit"
and may not be aware that they are satisfying the need for status.
Motives have also been classified as positive versus negative. Positive motives attract consumers
towards desired goals, while negative motives direct them to avoid unpleasant consequences.

Example: Fear can influence consumers into buying water purifiers.

3.3.1 Motive Arousal

The concept of motive arousal concerns what actually energises consumers' behaviour. Many of
the needs of an individual remain dormant for long periods. The arousal of any particular set of
needs at any given point of time gets triggered by an individual's physiological condition,
emotional or thinking processes or due to situational stimuli.
1. Physiological Arousal: Deprivation of any bodily need such as food, water and other life
sustaining necessities activates the need. Most of the physiological cues are involuntary
and often arouse some related needs.

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