Principles of Marketing - Philip Kotler

Factors psychological nature

On the individual purchasing choices affect four major factors of a psychological nature: motivation, perception, learning, beliefs and attitudes.

MOTIVATION. We know that Betty Smith became interested in buying the camera. But why? What is she really looking for? What is the need of trying to satisfy?

At any given time a person experiences a wide variety of needs. Some of them have a biogenic nature, i.e. are the consequences of such an internal physiological states of tension such as hunger, thirst, discomfort. Other psychogenic, ie are the results of such internal psychological states of tension such as the need to recognize, respect and spiritual closeness. Most of these needs are not intense enough to motivate the person to perform the action at any given time. The need, which has reached a sufficiently high level of intensity, becomes a motive.

Motive (or motivation) - a need that has become so urgent that causes a person to seek ways and means to satisfy it.

Meeting the needs of the individual under test reduces internal tensions.

Psychologists have developed a number of theories of human motivation. The most popular of them - the theory of Sigmund Freud and Abraham Maslow's theory - offer a completely different conclusions for the activities of consumer research and marketing.

Freud's theory of motivation. Freud believed that people generally are not aware of the real psychological forces that shape their behavior as a person grows, thus suppressing a multitude of drives. These drives will never completely disappear and are never under control. They manifest themselves in dreams, reservations, neurotic behavior, obsessive-compulsive disorder, and, in the end, in psychosis, in which human "ego" is not able to balance the powerful impulses of their own "id" to yoke "super-ego" * 1.

* 1 {The psychic structure of personality, Freud distinguished three components: the unconscious "id" (It) - the area of ​​drives, blind instincts; conscious "ego" (I) - to perceive information about the world and the state of the body, restraining impulses "id", regulating actions of the individual; "Superego" (superego) - an area of ​​social norms and moral principles. - Approx. Ed.}

Thus, people do not fully realize the origins of their own motivation. If Betty Smith wants to buy an expensive camera, it can describe a motive as the desire to satisfy their hobby or career needs. If you look deeper, you may find that buying a camera she wants to impress others with their creativity. And if you look deeper, it might buy the camera to again feel young and independent.
In the study of Betty camera will respond not only to its performance characteristics, but also on other minor irritants. Form chamber, its dimensions and weight, the material from which it is made, the color box - all these causes certain emotions. The camera, which produces an impression of strength and reliability, may bring Betty desire to be independent, with whom she had a handle, or try to avoid it. In developing the design of the camera manufacturer has to imagine the impact the appearance and texture of the excitation of the consumer emotions that are in a position to either promote or discourage the purchase.

Researchers motivation made a number of interesting and sometimes strange conclusions about what can influence the minds of consumers when making them those or other purchases. So, they believe that:

• Consumers resist buying prunes because he wrinkled, and in appearance resembles old.

• Men smoke cigars as an adult alternative to thumb sucking. They like a cigar with a strong odor, which highlights their masculinity.

• Women prefer vegetable shortenings animal fats, which awaken in them a sense of guilt before the slaughtered animals.

• The woman is very serious approach to the process of baking cakes, because for her it is subconsciously associated with the birth process. She did not like the easy-to-use cake mixes, because the easy life awakens a sense of guilt.

Maslow's theory of motivation. Abraham Maslow tried to explain why at different times people are driven by different potrebnosti14. Why does one person spends a lot of time and energy on self-preservation, and the other - to gain the respect of others? The scientist believes that human needs are arranged in a hierarchical order of importance from most to least urgent. Maslow developed the hierarchy shown in Fig. 33. In terms of the significance of the needs in the following order: physiological needs, the needs of self-preservation, social needs, esteem needs and self-affirmation needs. The man will strive to satisfy primarily the most important needs. As soon as it manages to meet some important need, it is time to cease to be a motive. At the same time there is the urge to meet the needs of the next in importance.

For example, a starving man (need number 1) not interested in the events taking place in the art world (need number 5), nor how it looks and how much respect around (need number 3 and number 4), nor is clean if he breathes the air (need number 2). But as you meet the next most important needs to the forefront following it.

Which sheds light on the theory of Maslow's interest in acquiring Betty Smith camera? One can guess that Betty had already satisfied their physiological needs, the needs of self-preservation and social needs that are not motivated by its interest in the cameras. And interest in the camera may stem either from a strong demand for respect from others, either for self-affirmation needs. Betty wants to realize their creativity and express themselves through a class photo.

Maslow's hierarchy of needs

Fig. 33. Maslow's Hierarchy of needs

PERCEPTION. A motivated person is ready for action. The nature of his actions depends on how he (or she) perceives the situation. Two different people, being equally motivated in the same objective situation can act differently, because a different perception of the situation. Betty Smith can sense garrulous Seller camera as a man of aggressive and insincere. And some other buyer the same vendor may seem clever and helpful.

Why do people have different perceptions of the same situation? All we know stimuli through the senses, that is, thanks to the flow of information, acting on our five senses: sight, hearing, smell, touch and taste. However, it organizes and interprets sensory information, each of us in his own way.

Perception can be defined as "the process by which an individual selects, organizes and interprets incoming information to create a meaningful picture of the world." 15

Perception depends not only on the nature of the physical stimuli, but also on the relationship of these stimuli to the environment and the individual.

People may differ in different reactions to the same stimulus effect of selective perception, selective distortion, and selective memory.

Selective perception. Every day, people are faced with a huge amount of stimuli. Thus, the average person can during the day anyway come into contact with more than 1,500 advertisements. The individual simply unable to respond to all these stimuli. Most of them he weeds. The main difficulty is to explain exactly which stimuli will be noticed.

I. People are more likely to notice stimuli associated with their existing currently needs. Betty Smith will notice all kinds of advertisements of cameras, because it is interested in buying the camera. But ads on it stereos, probably will not notice it.

2.Lyudi are more likely to notice stimuli, which are expected. Photo stores Betty Smith rather pay attention to the camera than standing next to radios because she did not expect that in this store and sell more radios.

3.Lyudi are more likely to notice stimuli, differ sharply by some its values ​​from the ordinary. And Betty Smith likely to notice ads that are camera "Nikon" at a discount of $ 100. With a sticker price than an ad offering a discount of 5 doll.16

The selective nature of perception means that the figures of the markets should make special efforts to attract the attention of consumers. After all, their appeal will be held by the majority of those who'll not currently looking at the market of advertising object. But even seeking treatment may not notice if it does not stand out from the surrounding sea of ​​stimuli. Advertisements notice sooner if they are larger in size, if they are in color, while most of the rest in black and white, if they are filed as a new way and in contrast with the others.

Selective distortion. Even seen consumer stimuli are not necessarily perceived by it as it was intended by the sender. Everyone aspires to enter the incoming information in the framework of existing in his opinions. Under selective distortion have meant the tendency of people to transform the information, giving it a personal significance. So, Betty Smith can hear references to the seller about the positive and negative features of a competing brand camera. And because it is already very prone to "Nikon", then most likely distort heard to once again make for a conclusion about the superiority of "Nikon". People tend to interpret information in a way that it supports rather than challenge their existing ideas and opinions.

The selective remembering. Much of what he knows, people just forget. He tends to remember only the information that supports his attitudes and beliefs. Due to the selectivity of Betty's memory probably remember the favorable reviews of the "Nikon" and forget favorable reviews on competing cameras. And remember it is these reviews because most of the "Zubr" their thinking about choosing a camera.

The presence of these three features - selective perception and memory distortion - means that market makers need to make great efforts to bring his appeal to the recipients. This just explains why the company is so widely resorted to dramatization and repeat when sending their applications markets.

Absorption. Man acquires knowledge in the course of business.

Assimilation - are certain changes taking place in the behavior of the individual under the influence of its experience.

Human behavior is mostly acquired, ie internalized. Theorists believe the assimilation results from the interaction of intentions, strong and weak stimuli, responses and reinforcements.

We know that Betty Smith strongly expressed the urge for self-assertion. Under the impulse mean a strong internal stimulus, encourage them to take action. Being aimed at a specific object - an irritant that can remove the emotional tension (in this case, the camera) is transformed into motivation motive. Response to buy the idea of ​​Betty chamber due to the presence of a number of related small stimuli. They determine when, where and how to manifest the response of the individual. view cameras in a shop window, the rumor rasprodazhnoy discounted price promotion on the part of her husband - all these small irritants that affect the response of Betty on impulse to buy the camera.

Suppose that Betty bought the camera. If you use the experience rewards her expectations, she probably will use their camera more intense and more intense. Her reaction to the camera will receive reinforcements.

Later, Betty may want to buy a pair of binoculars. In her field of vision are several brands, including binoculars, "Nikon". Since Betty knows that "Nikon" makes good cameras, it concludes that the company is doing and good binoculars. It makes generalization, extending its previous response to a new set of similar irritants.

The opposite process of generalization is the process of establishing differences. Acquainted with the "Olympus" company binoculars, Betty finds out that it is lighter and more compact binoculars "Nikon". Establishing differences mean that she has learned to recognize the differences in the sets of stimuli and can make changes to your response.

Beliefs and attitudes. Through action and learning person acquires beliefs and attitudes. And they, in turn, affect their buying behavior.

Persuasion - mental characteristics of the individual anything.

Betty Smith can be convinced that the camera "Nikon" produces beautiful pictures, very tolerant operation in harsh conditions and costs $ 550. These beliefs are based on real knowledge, opinions, or just faith. They may occur with or without emotional charge. For example, Betty Smith belief that the camera "Nikon" severe, can affect, or may not affect its opinion on the purchase.

Producers, of course, very interested in people's beliefs in respect of specific goods and services. Because of these beliefs are formed images of products and brands. Based on these beliefs people commit actions. If some beliefs are incorrect and prevent the commission of the purchase, the manufacturer will need to carry out the corresponding corrective campaign.

Almost everything in the world -. To religion, politics, clothes, music, edei etc. -. Man has his own attitude.

Attitude - established on the basis of existing knowledge sustained favorable or unfavorable evaluation of the individual of any object or idea, experienced feelings towards them and towards a possible deystviy17.

Relationship scaring people the willingness to love or not to love an object, to feel close to him or away from it. So, Betty can form relationships such as "Buy only the best", "The Japanese make the best products in the world" and "To the most important thing in life, are creativity and self-expression." Therefore, a camera "Nikon", and is important for it. After all, it fits well within the scope of its pre-existing relationship. The company can extract large profits, spending study different relationships, one way or another affecting the marketing of its product.

Relationships allow individual relatively stable to behave in relation to each other similar objects. One does not have something to re-interpret and react each time a new way. Relationship saves physical and mental energy. It is therefore difficult to change. Different relationship of the individual to form a logically coherent structure, in which a change in one element may require a complex restructuring of a number of others.

So the company will be more profitable to make products in the framework of the existing relationship than trying to change them. Of course, there are exceptions when the enormous costs of efforts to change the relationship can pay off handsomely.

When leaving the firm "Honda" on the American market motorcycle she had to take a serious decision. She could either sell its motorcycles small circle of already existing fans, or try to increase their number. The latter path was fraught with high costs, since many experienced motorcycles negative attitude. In the minds of these people were associated motorcycle with black leather jackets, spring-loaded knives and crimes. Still, the company "Honda" has taken the second path, having developed a strong campaign under the motto "On the" Honda "motorcycle ride the most beautiful people." The campaign worked, and many have changed their attitude to motorcycles.

We are now in a position to assess the many forces that have an impact on consumer behavior. The choice of the individual is the result of a complex interaction of factors, cultural, social, personal and psychological in nature. Many of these factors can not be influenced by the market leader. However, they are useful to identify customers with high interest in the product. Other factors amenable to influence from the market leader and told him how to develop and evaluate the product and establish its distribution and sales promotion to induce the strongest response of consumers.