MKT 425: Consumer Behavior

MKT 425: Consumer Behavior Chapter No: 09 Chapter Name: Motivation Modular: AfjalHossain Assistant Professor Department of Marketing, PSTU Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 01

Understand the roles of different types of motivation. • Learn how companies use different types of motivation. Learning Objectives Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 02

Motivation: • Motivation the energizing force that causes behavior that satisfies a need. • Needs are hierarchical. • Once basic physiological needs are met, people seek to satisfy learned needs. Definition Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 03

From lowest to highest, the hierarchy is: • Physiological needs • Safety needs • Social needs • Self-esteem needs • Self-actualization needs Hierarchy of Needs: Maslow Theory Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 04

Physiological needs • o basic to survival. • o 4 basic needs i.e. food, cloth, education and accommodation. • Safety needs • o self-preservation • o physical well-being. • o to get a job with security. • . Hierarchy of Needs: Maslow Theory (continued) Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 05

Social needs • o love • o friendship. • Self-esteem needs • o achievement • o status • o prestige • o self-respect. • Self-actualization needs • o personal fulfillment. Hierarchy of Needs: Maslow Theory (continued) Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 06

Elements of Perception • People inside the organization can be managed in two ways. • The first is basically negative, which falls under the category X and • The other is basically positive, which falls under the category Y. Douglas McGregor “Theory X and Theory Y” Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 07

Elements of Perception • Under the Assumptions of Theory X : • Employees inherently do not like work and whenever possible, will attempt to avoid it. • Because employees dislike work, they have to be forced, coerced or threatened with punishment to achieve goals. • Employees avoid responsibilities and do not work fill formal directions are issued. • Most workers place a greater importance on security over all other factors and display little ambition. Douglas McGregor “Theory X and Theory Y” (continued) Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 08

Elements of Perception • Under the Assumptions of Theory Y : • Physical and mental effort at work is as natural as rest or play. • People do exercise self-control and self-direction and if they are committed to those goals. • Average human beings are willing to take responsibility and exercise imagination, ingenuity and creativity in solving the problems of the organization. • That the way the things are organized, the average human being’s brainpower is only partly used. Douglas McGregor “Theory X and Theory Y” (continued) Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 09

Elements of Perception It is also named “Japanese Management” style popularized during the Asian economic boom of the 1980s. The Second was developed by Abraham H. Maslow in his paper Theory Z. The Third was developed by W. J. Reddin in Managerial Effectiveness (1970). Dr. William Ouchi“Theory Z” Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 010

Elements of Perception Theory Z focused on increasing employee loyalty to the company by providing a job for life with a strong focus on the well-being of the employee, both on and off the job. It also tends to promote stable employment, high productivity, and high employee morale and satisfaction. Dr. William Ouchi“Theory Z” (continued) Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 011

Elements of Perception • This theory is so called “Two Factor Theory”. • Motivators: give positive satisfaction (e.g. challenging work, recognition, responsibility, achievements and job advancement) and • Hygiene factors: that do not motivate if present, but, if absent, result in demotivation (e.g. status, job security, salary and fringe benefits, work conditions, personal life, relationship with subordinates, supervisor and company policy and administration). Frederick Herzberg “Motivation-Hygiene Theory” Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 012

Elements of Perception Frederick Herzberg “Motivation-Hygiene Theory” Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 013

Elements of Perception • David McClelland has developed a theory on three types of motivating needs : • Need for Power (demanding in nature, forceful in manners and ambitious in life) • Need for Affiliation (build a friendly environment around themselves) • Need for Achievement (challenge of success and the fear of failure) McClelland “Theory of Needs” Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 014

MKT 425: Consumer Behavior