The basic process of motivation involves needs that inspire sections to accomplish goals of fulfilling a need for reducing a drive.
Abraham Maslow gives one of the most popular theories of motivation. According to Maslow’s theory, an individual could have the following motivations:
Psychological needs: hunger, thirst
Safety needs: accidents ill health
Belongingness and love
Self-esteem and status
Customers’ motivations determine their choice criteria. For example, a customer whose Prime motivation is self-esteem and status will use self-image as the main choice criteria when developing a car.
Different consumers having varying motivations while buying selling products.
Therefore the choice criteria of very consumer segments differ, and marketers must choose the most relevant motivating factor bye positioning their product.
For instance, some consumers nearby food for satisfying hunger, while some main point of fast food joints in Hangout with friends or family, others may enjoy gourmet food services provided by a leading luxury hotel. Each segment considers different motives while buying the same product. Therefore while the segment that only to satisfy the hunger for convenience or price, these factors may be inconsequential for the segment that wants Gourmet food.
Prof.Dr.Rashmi Gujrati , Principal, KCSMCA, India.