A Framework for Consumer Behavior
Stamford University Bangladesh
[pic]
Assignment
On
Motivational Conflict and Product Positioning
(Consumer Behavior)
Prepared for: Submitted by:
Miss Shohana Islam Asif Ahmed
Assistant Professor, Department of Business Administration, Batch: 3
Stamford University Bangladesh. Stamford University Bangladesh.
Date of Submission: January 4, 2010
Motivational Conflict
The resolution of motivational conflict often affects consumption patterns. There are three types of motivational conflict of importance to marketing managers.
➢ Approach-Approach Motivational Conflict
➢ Approach-Avoidance Motivational conflict
➢ Avoidance-Avoidance Motivational Conflict
Approach- Approach Motivational Conflict: A consumer must choose between two attractive alternatives faces approach-approach conflict. The more equal this attraction the greater the conflict. E.g. Car & air ticket.
Approach- Avoidance Motivational Conflict: A consumer facing a purchase choice with both positive and negative consequences confronts approach-avoidance conflict. A person who is concerned about gaining weight yet likes snack foods faces this type of problem. E.g. weight gain & fast food.
Avoidance- Avoidance Motivational Conflict: A choice involving only undesirable outcomes produces avoidance-avoidance conflict.
E.g. When a consumer’s old washing machine fails, the person may not want to spend money on a new one or pay to have the old one repaired, or go without one.
❖ About BMW
(Bayerische Motoren Werke) BMW is a German automaker, which is well known for motorcycles, cars and engine manufacturing. The company was started as an aircraft engine manufacturer in 1916.
Market segmentation
BMW is promoting the “global marketing concept” by dividing a market into smaller groups with distinct needs, characteristics, or behavior that might require
[pic]
Assignment
On
Motivational Conflict and Product Positioning
(Consumer Behavior)
Prepared for: Submitted by:
Miss Shohana Islam Asif Ahmed
Assistant Professor, Department of Business Administration, Batch: 3
Stamford University Bangladesh. Stamford University Bangladesh.
Date of Submission: January 4, 2010
Motivational Conflict
The resolution of motivational conflict often affects consumption patterns. There are three types of motivational conflict of importance to marketing managers.
➢ Approach-Approach Motivational Conflict
➢ Approach-Avoidance Motivational conflict
➢ Avoidance-Avoidance Motivational Conflict
Approach- Approach Motivational Conflict: A consumer must choose between two attractive alternatives faces approach-approach conflict. The more equal this attraction the greater the conflict. E.g. Car & air ticket.
Approach- Avoidance Motivational Conflict: A consumer facing a purchase choice with both positive and negative consequences confronts approach-avoidance conflict. A person who is concerned about gaining weight yet likes snack foods faces this type of problem. E.g. weight gain & fast food.
Avoidance- Avoidance Motivational Conflict: A choice involving only undesirable outcomes produces avoidance-avoidance conflict.
E.g. When a consumer’s old washing machine fails, the person may not want to spend money on a new one or pay to have the old one repaired, or go without one.
❖ About BMW
(Bayerische Motoren Werke) BMW is a German automaker, which is well known for motorcycles, cars and engine manufacturing. The company was started as an aircraft engine manufacturer in 1916.
Market segmentation
BMW is promoting the “global marketing concept” by dividing a market into smaller groups with distinct needs, characteristics, or behavior that might require