A Framework for Consumer Behavior

Topics: Marketing, Product differentiation, Target market Pages: 8 (1646 words) Published: April 9, 2012
Stamford University Bangladesh




Motivational Conflict and Product Positioning

(Consumer Behavior)

Prepared for: Submitted by:

Miss Shohana IslamAsif 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 separate marketing strategies or mixes. BMW promote the high class people vehicle which defines sporty, sophisticated & luxury automobile.

So, it seems to be that the segment here is the high class people.

Market Targeting

By evaluating each market segments, selecting one or more segments to enter.

Market Positioning
Market offerings will have arranged to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers. BMW manufacturer has taken some innovative approaches to draw Internet users to their web sites including slide shows, flash animation, and surround videos.

The purchasing capability of BMW is applicable for limited customers, though their marketing strategy is very strong in contrast with other automobiles like Toyota. So, approach-avoidance motivational conflict may arise here.

❖ About Target

Target Corporation is usually known as Target. It is an American retailing company that was founded in Minneapolis. Minnesota in 1902 as the Dayton Dry Goods Company.

Target is the second largest discount retailer in the United States, behind Walmart. The company is ranked at number 28 on the Fortune 500 as of 2009.

Segmentation & Targeting

Target operates around 1,600 stores from coast to coast, understanding there is only one Target. Expect More. Pay Less. Brand promise means that they bring outstanding quality and great design together at an incredible price.


In comparison with Wal-Mart, the product prices are cheaper in Target. Their brand’s strength shows in their iconic Bull’s-eye, which today is recognized by 96 percent of Americans.

So, approach-approach motivational conflict can be applicable and according to me, Target is favorable in case of purchasing decision.

❖ About Maaza

Maaza is a Coca-Cola fruit drink brand marketed in India and Bangladesh, the most...
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