MOTIVASI & KEBUTUHAN Consumer Behavior 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 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) (Schiffman and Kanuk)
MODEL MOTIVASI KEBUTUHAN TEKANAN DORONGANPERILAKU BELAJAR KOGNITIF TUJUAN MEMENUHI KEBUTUHAN TEKANAN BERKURANG
KEBUTUHAN Innate Needs Acquired Needs
Teori Kebutuhan (ABRAHAM MASLOW) SELF ACTUALIZATION ESTEEM NEEDS SOCIAL NEEDS SAFETY NEEDS FISIOLOGIS NEEDS
Self-Actualization (Self-fulfillment) Self-Actualization (Self-fulfillment) Ego Needs (Prestige, status, self-respect) Ego Needs (Prestige, status, self-respect) Social Needs (Affection, friendship, belonging) Social Needs (Affection, friendship, belonging) Safety and Security Needs (Protection, order, stability) Safety and Security Needs (Protection, order, stability) Physiological Needs (Food, water, air, shelter, sex) Physiological Needs (Food, water, air, shelter, sex) Hierarchy of Needs
MOTIVASI dan STRATEGI PEMASARAN Dua aplikasi penting dari teori Motivasi : - Segmentasi - Positioning