Consumer Behavior MOTIVASI & KEBUTUHAN

Sengguruh Nilowardono

NEED and WANTS

NEED:  A Discomforting Human Condition
WANT: A Desire for a Specific Product so as to

Alleviate That Condition

Q. Discussion: Which of these is a Need: Food, Clothing, Nike shoes, Mini car, HUMMER, etc. Why? Why Not?

Motivasi

“Motivation can be describe as driving force within individual that impels them to action. This driving force can produced by stated of tension, which exist as the result of unfulfilled need”. (Schiffman and Kanuk)

Consumer Behavior MOTIVASI & KEBUTUHAN

Innate Needs / primary needs

- fisiologis, biologis
Acquired Needs
- reaksi konsumen terhadap lingkungan dan budayanya
- berifat psikologis (contoh self esteem, affection, power)

Teori Kebutuhan (ABRAHAM MASLOW)

SELF ACTUALIZATION ESTEEM NEEDS SOCIAL NEEDS SAFETY NEEDS FISIOLOGIS NEEDS

• Hierarchy of Needs
• Self-Actualization (Self-fulfillment)
• Ego Needs (Prestige, status, self-respect)
• Social Needs (Affection, friendship, belonging)
• Safety and Security Needs (Protection, order, stability)
• Physiological Needs (Food, water, air, shelter, sex)

MOTIVASI dan STRATEGI PEMASARAN

Dua aplikasi penting dari teori Motivasi :
- Segmentasi
contoh : mobil mewah eperti Jaguar, BMW, Marcedes, Lexus dsb diperuntukkan bagi konsumen yang memiliki kebutuhan akan ego dan aktualisasi diri
- Positioning
contoh: Volvo diposisikan sebagai sedan eksklusif yaitu kendaraan bagi konsumen yang sukses, berkuasa, dan orang penting dengan ungkapan “ SIapapun yang duduk didalamnya, pasti orang penting”