Page 45 - DMGT506_CONSUMER_BEHAVIOUR

Consumer Behaviour

Notes
Example: A person may heat up water to take a bath and may also make a note
to buy a geyser.
2. Emotional Arousal: Sometimes latent needs are stimulated because a person gets involved
in thinking or daydreaming about them. This occurs when consumers are desperate about
unfulfilled needs.

Example: A young man who wants to become a cricket player may identify
with Sachin Tendulkar and use products endorsed by him commercially.

3. Cognitive Arousal: Sometimes just random thoughts may stimulate arousal of needs.

Example: An ad "home away from home" may remind a person of home and he
may suddenly become aware of his need to call his wife or children.

Figure 3.2: These Ads can Help Need Arousal

3.3.2 Motivational Research

Consumers just do not buy products or services. Instead, they actually buy motive satisfaction
or problem solutions.
The term motivation research refers to type of marketing research (qualitative research)
employed to uncover subconscious motivations of consumers that influence their behaviour. It
seeks to discover and comprehend what consumers do not fully understand about them. It also
attempts to identify forces and influences that consumers may not be aware of such as cultural
factors and sociological forces that influence their behaviour. Typically, these below-awareness
or unconsciousness motives are interlinked and complicated by conscious motives, cultural
biases, economic variables, and fashion trends.
Motivation research is particularly useful when it is suspected that underlying motives are
exerting upon consumer behaviour.

The methods used (three major motivation research techniques include observation, focus group,
and depth interviews) involve disguised and indirect techniques to probe consumer's feelings,
attitudes, and emotions concerning a product, or service, without triggering defense mechanisms
that can lead to misleading results.

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