Welcome to. Chapter No: 09 of MKT 425: Consumer Behavior. Chapter Name: Motivation. Modular: Mr. Afjal Hossain Lecturer Department of Marketing, PSTU

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1 Welcome to Chapter No: 09 of MKT 425: Consumer Behavior Chapter Name: Motivation Modular: Mr. Afjal Hossain Lecturer Department of Marketing, PSTU Leon G. Schiffman & Leslie Lazar Kanuk Consumer Behavior 8 th edition, Prentice Hall

2 Learning Objectives 1. Understand the roles of different types of motivation. 2. Learn how companies use different types of motivation. Leon G. Schiffman & Leslie Lazar Kanuk Consumer Behavior 8 th edition, Prentice Hall

3 Definition 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. Leon G. Schiffman & Leslie Lazar Kanuk Consumer Behavior 8 th edition, Prentice Hall

4 Hierarchy of Needs: Maslow Theory From lowest to highest, the hierarchy is: 1. Physiological needs 2. Safety needs 3. Social needs 4. Self-esteem needs 5. Self-actualization needs Leon G. Schiffman & Leslie Lazar Kanuk Consumer Behavior 8 th edition, Prentice Hall

5 Hierarchy of Needs: Maslow Theory (continued) 1. Physiological needs o basic to survival. o 4 basic needs i.e. food, cloth, education and accommodation. 2. Safety needs o self-preservation o physical well-being. o to get a job with security.. Leon G. Schiffman & Leslie Lazar Kanuk Consumer Behavior 8 th edition, Prentice Hall

6 Hierarchy of Needs: Maslow Theory (continued) 3. Social needs o love o friendship. 4. Self-esteem needs o achievement o status o prestige o self-respect. 5. Self-actualization needs o personal fulfillment. Leon G. Schiffman & Leslie Lazar Kanuk Consumer Behavior 8 th edition, Prentice Hall

7 Douglas McGregor Theory X and Theory Y Elements of Perception People inside the organization can be managed in two ways. 1. The first is basically negative, which falls under the category X and 2. The other is basically positive, which falls under the category Y. Leon G. Schiffman & Leslie Lazar Kanuk Consumer Behavior 8 th edition, Prentice Hall

8 Douglas McGregor Theory X and Theory Y (continued) 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. Leon G. Schiffman & Leslie Lazar Kanuk Consumer Behavior 8 th edition, Prentice Hall

9 Douglas McGregor Theory X and Theory Y (continued) 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. Leon G. Schiffman & Leslie Lazar Kanuk Consumer Behavior 8 th edition, Prentice Hall

10 Dr. William Ouchi Theory Z 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). Leon G. Schiffman & Leslie Lazar Kanuk Consumer Behavior 8 th edition, Prentice Hall

11 Dr. William Ouchi Theory Z (continued) 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. Leon G. Schiffman & Leslie Lazar Kanuk Consumer Behavior 8 th edition, Prentice Hall

12 Frederick Herzberg Motivation-Hygiene Theory Elements of Perception This theory is so called Two Factor Theory. 1. Motivators: give positive satisfaction (e.g. challenging work, recognition, responsibility, achievements and job advancement) and 2. 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). Leon G. Schiffman & Leslie Lazar Kanuk Consumer Behavior 8 th edition, Prentice Hall

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

14 McClelland Theory of Needs Elements of Perception David McClelland has developed a theory on three types of motivating needs : 1. Need for Power (demanding in nature, forceful in manners and ambitious in life) 2. Need for Affiliation (build a friendly environment around themselves) 3. Need for Achievement (challenge of success and the fear of failure) Leon G. Schiffman & Leslie Lazar Kanuk Consumer Behavior 8 th edition, Prentice Hall

15 Query?

16 Thank You For staying with me Leon G. Schiffman & Leslie Lazar Kanuk Consumer Behavior 8 th edition, Prentice Hall

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