How to improve consumers' motivation: 

High Involvement product: Gym Membership

Factors that affect motivation and level of involvement:
- Desire to be fit/improve your appearance (self-actualisation, egotistic)   
- Goals

- Pets: High level needs (Maslow’s Hierarchy), Symbolic and Hedonic, Goals; emotionally pleasing- emotion focused, teaches responsibility; promotes self-actualisation, gives a customer purpose (to take care of another life), satisfying customer need of companionship, ability affects the decision of getting a pet as its costly to maintain a pet (registration, food, taking it for walks/spending time with pets etc.), motivation can be found from the need of a companion,

Socks: Low level need, Functional need, More of a want than a need, comfort,

Improving Customer Motivation: Giving different options, multipacks, associate the product with a known celebrity/brand (nike socks)

motivation: safety, time off from work, stress, bored, self- concept goals - bucket list, "find yourself", new experience (culture)
high involvement: self-actualisation
 
Low involvement:

motivation: need tomato sauce, enjoy it, enhances flavours of other foods

how to improve customers motivation: 
improve tomato percetnage
include health benefits
samples
reduce salt

Need: need for safety/shelter

Wants: living in a nice house

Goals: Better education for children

Value: Social status of living in a better area

Motivation: Live in a safer neighbourhood

Level of involvement: 

Self-concept: Ideal self- higher social status

Low Involvement: Shampoo for men

Need: Physiological/ cleanliness
Wants: a nice scent

-          Satisfying customer need of travel, functional need

-          Satisfying customer desire to travel/experience new things, experiential

-          Symbolic through higher status associated with travel, as well as people holding their travel experiences as a factor which determines their individual identity, thus relating to self concept.

-          Want a safe airline, so must satisfy criteria for safety

-          Must be well priced, so must satisfy cost criteria 

-          Additional extras or value for money

-          Ability is also a factor, as someone with a higher ability to purchase a more expensive airline ticket, or a higher class of travel (eg: qantas v jetstar and economy v first class)  is more likely to do so

-          The perceived risks associated with this product can include risks of safety, due to dangers associated with the form of travel itself, as well as perceived risk of being double booked, having personal items lost or damaged, etc. 

-          Motivation can be found in desires for cost effectiveness, desire for experiences, necessity of travel eg for work.

Low involvement: smoothie 
Maslow: physiological

-          Satisfying functional desire of nutrition

-          Satisfying experiential desire of flavour and pleasure 

 

 

-          Promotional focus: 

A.      Could associate the brand with a healthy image

B.       Let customers customise smoothies to establish a kind of personal connection to brand

C.       Loyalty rewards program 

D.      Associate brand with some form of celebrity 

E.       Show Smoothie cup to show value through branding and offer reusable cups with branding

Prevention focus: 

-          by stating it reduces or improves X (eg digestion)

-non-focal attention, automatic

-requires little mental resources
-still makes an impact, being exposed to a familiar product
-yellow is an attention grabbing colour, white background and contrast also grab attention

-personally relevant, people who resonate with Pringles

-easy to process, doesn’t use words (easier to comprehend)
-immediate brand recognition
-repeated exposure to Pringles ads could increase likeliness but may reduce attention

-needs focal attention (conscious, mental resources to understand the advert)
-creative and unique

-brand recognition is still existent, less obvious, due to the unique shape of the Pringle

-there is text on the bottom right (shaped for nothing else)

-there is more marketing stimuli incorporated in this advert

To improve it: 
-can enhance the logo
-can use more relevant colours such as yellow or green

3. Price conscious 
4. More picky in terms of choosing products


Implications for marketing strategy
1. Promotions: Provide discount coupons to gain and retain brand loyalty.
2. Place: Have more stores with better display layout
3. Price: List out the prices of the products
4. Product: Introduce more products for wider selections

 

Lifestyle: 

 

Personality: 

 

Benefits/attributes 

1. Dynamically continuous
2. High-effort 
3. Growth stage
4. Competitors

1. Dynamically Continuous Innovation. Adoption: Good for the environment, Resistance: More money on petrol 

2. High effort: People believe that they have to be more environmentally friendly before spending the money on getting a Tesla 

3. Growth. To adapt 

4. Price