Page 49 - DMGT506_CONSUMER_BEHAVIOUR

Consumer Behaviour

Notes 3.5 Keywords

Biogenic Needs: Basic needs like food, water, clothing etc.
Goals: The purpose toward which an endeavor is directed.
Hedonic Needs: Needs that relate to emotions or fantasies

Motivation: Internal and external factors that empower you and set you on track to achieving
your goals
Motivational Research: Type of marketing research (qualitative research) employed to uncover
subconscious motivations of consumers that influence their behaviour.
Needs: Felt state of deprivation of some basic satisfaction

3.6 Self Assessment

Fill in the blanks:

1. ……………. and wants are never ending. One need gets satisfied, another need becomes
active.
2. You brought an AC to keep your room cool during summers. This need relates to
……………. need.
3. You saw a poster of a recent movie and suddenly you wanted to watch that movie. This is
a ……………………. arousal.

4. As per Maslow's hierarchy, an urge to go bungee jumping is a …………………… need.
5. You like Aishwarya Rai so you buy products endorsed by her. This type of arousal is
called …………. arousal.

6. The level of motivation would depend on ……………….. .
7. A need can be defined as felt state of deprivation of some basic ……………… .
8. Need for power is ……………….. need.

9. Psychogenic motives focus on satisfying ……………… needs of the individuals.
10. The main tool used in motivational research is ………………. .

3.7 Review Questions

1. You are the advertising manger for a sports footwear company. Develop three different
theme based on three different levels of in the need hierarchy for the ad campaign.
2. "General factors relating to your needs triggers arousal." Explain with the help of examples.
3. "Consumers just don't buy products or services. Instead they buy motive satisfaction or
problem solutions". Discuss.
4. Explain the concept of utilitarian and hedonic needs. Give examples of some live campaigns
that address these needs.
5. Take three advertisements that appeal to social motives. Discuss the suitability of
associations between the product and the motive.

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