What Are the Best Tips for Giving a Motivation Presentation?

Consumption motivation is to drive consumers' desire to make purchases. Driven by desire, consumers make purchases. Consumer purchase motivation includes three aspects: (1) personal factors. That is need, understanding, learning, buying attitude, etc. (2) Environmental factors. That is, family influence, family size, income and property level, etc .; social influence, everyone has their own life circle, buying goods to strive to be on par with the surroundings; consumer movement and consumption atmosphere. (3) Enterprise factors. Such as new technology development, advertising, services, prices and other factors. The personal factor is the core issue of consumer motivation research. For example, Maslow's hierarchy of needs, Marcule Land's theory of achievement motivation, Herzberg's explanation of motivational health science, and Ferrum's motivational theory-expectation theory all explain consumption motivation from different angles. ^[1]

Consumption motivation

(Motivation of consumption, consumer motivation)

1 what is consumption motivation

2 Formation of consumption motivation

3 types of consumption motivation

4 Research Methods of Consumer Motivation

The meaning of consumption motivation

Whether motivation can lead to behavior depends on the intensity of the motivation. A person may have many motives at the same time. These motives are not only strong and weak, but also contradictions and conflicts. Only the strongest motives, that is, "dominant motives" can lead to behavior. Consumption motivation is divided into physiological motivation, social motivation, and psychological motivation according to the level of motivation source.

Formation of consumption motivation

The formation of consumption motivation is subject to certain cultural and social traditions, and people with different cultural backgrounds choose different lifestyles and products. The famous American futurist John Nasbitt and his wife in The Book of 2000 Trends believe that people will use Swedish IKEA furniture and eat American McDonald's, hamburgers and Japanese sushi I drank Italian cappuccino, wore American Benetton, listened to British and American rock music, and drove modern Hyundai cars in South Korea. Although these descriptions may not be understood and accepted by all people for a while, there is no doubt that in the Internet era, global and local cultures coexist, cultural diversity brings strong fusion of consumer tastes, and people's consumption concepts are strongly affected In particular, young people have a strong motivation to buy culturally-oriented products, and e-commerce can meet this demand.

1. Formation of consumption motivation

1) Motivation needs to be induced, but the first motivation does not necessarily cause behavior. Only the strongest motivation, that is, "dominant motivation" can lead to behavior.

2) Maslow's hierarchy of needs: physiological needs, safety needs, social needs, respect and self-actualization.

3) Types of consumer motivation

A, emotional motivation B, rational motivation C patronage motivation

2.Influencing factors of consumption motivation

1) Social culture 2) Subculture 3) Social class 4) Related groups 5) Family 6) Role status

The types of consumption motivation

The formation of consumption motivation is mainly caused by the consumer's psychological impulses under the stimulation of various consumption needs, which promote the practice of consumption behavior. Therefore, consumption needs determine consumption motivations. Different consumption needs can produce different consumption motivations. There are two types of consumption motivations:

I. Physiological Instinct Motivation

First, to maintain life motivation, consumers' normal metabolism needs to be supplemented at any time.

Second, protect life motivation

Third, motivation to continue life

Fourth, the motivation to develop life

Second, psychological motivation.

The psychological processes of consumers include the recognition of emotions and will, and the motivations generated by them can be divided into the following types:

First, emotional motivation

Second, rational motivation

Third, patronage motivation

Fourth, social motivation

In short, consumption motivation has the characteristics of dominance, transferability, and contradiction. Dominance refers to the characteristic that the purchase motivation may be driven by one or more of the motivations. Transference refers to one or two motivations

Obstacles and transformation characteristics. Contradiction is a characteristic in which the directions of interaction may be inconsistent when multiple purchases are driven by multiple motivations at the same time. Through the study of the above two consumption motivations, salespersons can understand the characteristics of customers when shopping and take appropriate measures to meet them.

Research Methods of Consumption Motivation

I. Features required by consumers

Compared with military maps, the means by which consumers need to draw "psychological maps" is different from military maps: the main object of military maps is the objective facts of the physical world, so its means mainly rely on empirical evidence Surveys, and the "psychological map" required in brand strategic planning describes the physical or psychological needs of people. As far as the need is concerned, it may be clearly conscious of the need itself, or it may not be clearly conscious, or even unconscious (subconscious). Therefore, consumers often cannot accurately describe their real needs. In addition, although some consumers' needs can be clearly conscious and clearly described, they are unwilling to answer them for fear of being considered vulgar, cheap, vanity, discrimination, laziness, etc. by others. In addition, survey respondents are often easily affected by the situational factors at the time of the survey, so the actual needs may be exaggerated or ignored.

With regard to market research, I have always believed that only the empirical findings of the objective world and the physical world are the only ones that are true and credible. Those ideas and methods that attempt to obtain the truth through the lips of people are never practical, Deceive yourself and be too naive.

Characteristics of consumer motivation research

Because the overlapping of part of the consumer's needs and the value of some attributes of the product is the reason that constitutes the motivation for consumption, when analyzing the attribute value of the product, the needs of consumers within a limited range are always taken as the basis for measurement.

Although any consumer needs come from one or more of the ultimate needs of physiology, safety, belonging, self-esteem, self-actualization, adventure, knowledge, and aesthetics, from the perspective of the most directly related to consumption motivation, They are usually instrumental and instrumental, and are the bridge between the ultimate need and the product. Because of this, motivation research usually requires a very strong logical reasoning ability and a wealth of psychological knowledge.

The logic of consumer motivation research

As the producer of a product, the industry and its affiliation are usually already established facts. Therefore, even if the situation and connotation of the product (brand) have not been finalized, as a general concept of the product, the realization of customer value is important. It is usually very limited. Therefore, it is logical to take the attributes of the product as the starting point and consider the value of the customer, the characteristics of the customer, and the constraints. However, if we consider the attribute value of the product as the starting point of the endless needs of consumers, then it is determined in the first part of the work that this work method will never end, so it is impractical. .

Fourth, the process of consumer motivation research

The research procedures for consumption motivation are: product attribute analysis attribute function analysis attribute value analysis need object classification product attribute redesign analysis consumption motivation condition analysis

Product attribute analysis

Product attribute analysis is divided into basic attribute analysis research and edge attribute analysis.

Basic attributes refer to the physical and cultural attributes that constitute the main function or use of the product. Taking bread as an example, the basic property of flour, the main ingredient of flour, constitutes the physical property that bread can solve the basic value of hunger. And currency is the most typical typical commodity with cultural attributes as the basic attributes and basic values of products.

The number of basic attributes of a product may sometimes be only one, or there may be several, depending on the specific product situation and the limited range of consumers.

Edge attributes refer to physical attributes or cultural attributes that constitute other minor functions or uses of the product in addition to the basic attributes of the product. Taking bread as an example, its edge attributes such as flavor, shape, color, and aroma are the physical attributes that make up its edge value. The symbolic value of wine, such as status and taste, is the marginal value of wine.

Marginal value is not an unimportant value, but means that its value manifestation must be based on basic values in order to be realized. The weight of the impact of marginal value and basic value on the market price acceptable to consumers is determined by the maturity of the product market and the level of consumer consumption. Generally speaking, the more mature the market is, the higher the consumer s level of consumption, the greater the weight of the impact of marginal value on the market price acceptable to consumers. Taking the consumer price of luxury goods as an example, its marginal value is often the most basis for setting sales prices.

Attribute function analysis

What are the functions of a stone? Obviously, its functions are completely different for construction workers, geologists, philosophers, and archeologists.

Attribute value analysis

Many times, for different consumers, the same product function does not necessarily mean the same value. For example, the function of the phone is "communication", but the company installs the phone mainly for business communication, and the residents install the phone mainly for emotional communication.

Need object classification

In the introduction of the above three steps, we noticed clearly that the attributes, functions, and values of products are always based on the needs of people, and their functions and values are often completely different for different types of people. Nature. Because of this, the "product" market has inherent "natural" conditions for classification and segmentation.

Through research on product attributes, functions, and values, we have in fact unearthed the main relevant characteristics of consumers or potential consumers that are related to this product. Then the work at this stage is to classify (subdivide) the first level of these consumer characteristics.

Redesign study of product attributes

The research made in several stages is only based on the attributes that the product has been generally recognized. However, because the natural and cultural attributes of the product may have infinitely extendable design features, at this stage we can The results of the classification then explore other relevant needs of various types of consumers to see if there are some needs that can and need to be combined with current products. The work at this stage is in fact an attempt to find a blank market or "blue ocean" market. In a more mature market environment, product attribute redesign work is usually the most important task in formulating a brand strategy to achieve brand differentiation and personalization.

Analysis of consumption motivation conditions

In addition to fulfilling the needs of the subject and the "products" that satisfy the needs, the realization of purchase motivation will also be restricted by other external or internal factors. In other words, the needs of the subject and the functional value (incentives) of the object only constitute the conditions for the purchase motivation, but they do not constitute the sufficient conditions for the realization of the motivation, so other requirements must be met. In addition, the subject's needs for the product and its culture are often not conscious needs that can be driven solely by instinct, but the needs of the subject's internal conditions and the external environment in which they can be recognized by the subject. Therefore, before determining the characteristics of the target customer, we must also dig out all the general conditions that affect the realization and formation of motivation through various motivation research techniques, logical reasoning methods, or psychological analysis methods. These factors mainly include two aspects-the purchasing power of consumers and their natural and behavioral characteristics.

The natural characteristics of consumers mainly include social class, occupation, income, origin, age, health, appearance, knowledge, gender, residential area and its nature, population size, and so on. Consumer behavior characteristics mainly include aspects of lifestyle, beliefs, values, habits and so on.