Lesson 9: Motivation

Question 1

Motivation

Answer 1

• The forces that activate and direct our purchasing behaviour
• broken down into four major areas:
• BIOLOGICAL: basic needs for survival
• EMOTIONAL: love, sympathy, anger
• RATIONAL: reason, logic, inner conscience
• SOCIAL: peer pressure and modeling behavior

Question 2

Maslow’s Hierarchy of Needs

Answer 2

• A motivational theory used to understand consumer behaviour.
• Arranged in a pyramid format (basic needs on bottom → highest need at the top)
• Once a need on the lower tier is satisfied, the consumer moves up the pyramid to satisfy a higher need.

Question 3

Physiological

Answer 3

The first level are the most basic needs - Food, water, clothing, air, ect.

Question 4

Safety

Answer 4

The second level focuses on satisfying our need for the feeling of being safe.
This could be our body, our home, our family ect.

Question 5

Belonging

Answer 5

Belonging is the need to feel like you have a home, a posie, a place and people who accept you for who you are.

Question 6

Esteem

Answer 6

Self confidence, self esteem, respect.

Question 7

Self actualization

Answer 7

Being your best self
Living your best life

Question 8

Social Factors

Answer 8

r
* groups of people inlucening eachother throughculture, subculture and refernce group
* groups of people you aspire to belong to and be like
* A person’s culture is represented by a large group of people with a similar heritage.
* Subcultures are cohesive groups that exist within a larger culture.
* A reference group may be either a formal or informal group. Examples include churches, clubs, schools

Question 9

Personal Factors

Answer 9

• Individual’s decisions are influenced by personal factors such as buyer’s age, life cycle state, occupation, finances, lifestyle, personality and self concept.
• Tastes and preferences change with life stage and age.
• • Personality distinguishes one person from another..
• I.e. self confidence, adaptability, sociability
• Many brands develop an image and personality that corresponds to the consumers traits

Question 10

Personal Factors examples

Answer 10

• Activities - how consumers spend time i.e.. school, work, hobbies, vacation, sports etc.
• Interests - preferences and priorities i.e. family, home, friends, food
• Opinions - feelings towards issues i.e. themselves, products, politics etc.

Question 11

Psychological Factors

Answer 11

A buyers choice can be influenced by motivation, perception, learning, beliefs and attitudes

Question 12

The Buying Process

Answer 12

• Problem Recognition
• Decision Point
• Information Search
• Evaluation of Alternatives
• Purchase Decision
• Evaluate Purchase

Question 13

The Buying Process EXAMPLE

Answer 13

• Car Breaks Down
• Fix, Public Transport, New
• Friends, Dealer, Online
• Mazda, VW, Honda, Ford
• Buy the VW
• Are you satisfied? Why or why not?

Question 14

Gross income

Answer 14

Income you make before paying taxes

Question 15

Disposable income

Answer 15

Amount of money left over after paying taxes

Question 16

Discretionary income

Answer 16

Amount of money left over after paying for all expenses

Question 17

For low-income consumers

Answer 17

Price is often the most important factor

Question 18

For high-income consumers

Answer 18

Brand and quality are more important

Question 19

Peer Influence

Answer 19

• Our friends and family influence the products and services we use
• We buy the same brands that our peers have and often ask for their recommendations!

Question 20

Social Responsibility

Answer 20

1. Consumers are motivated by a sense of social responsibility
2. They want to buy from brands that are making positive change

Question 21

Technology

Answer 21

• Technology enhances the shopping experience
• Example:
• Personalized ads and timely offers
• Quicker check-out
• VR/AR

Question 22

Psychological Factors
belief

Answer 22

• a opinion a person holds about something,
• dark chocolate is good

Question 23

Psychological Factors attitude

Answer 23

• same as belief but has meotional feeking and behviour
• attitude about dark chocolate might be expressed as a belief (“dark chocolate is delicious”),
• a feeling (“dark chocolate makes me happy,”)
• behavior (“I eat dark chocolate every afternoon as a pick-me-up”).