Motivation

Motivation is the process that leads people to behave as they do and can occur when a need is aroused that the consumer wishes to satisfy. Once a consumers needs have been recognised a sense of pressure exists that drives the consumer to satisfy and eliminate that need. 

Abraham Maslow formulated a hierachy of needs that specified certain levels of motives. Marketers look to target a particular level of needs for their products because it indirectly specifies certain types of products benefits people might be looking for. 

Adidas has demonstrated this concept by targeting self actualisation needs though focusing on consumer’s fitness goals and to encourage and motivate consumers to excerise. Adidas have partnered up with FitBit to produce the “Fitbit ionic Adidas edition”. The product is supposed to help people train better with unique adidas on screen workouts designed to improve your form and includes step by step coaching that guides you through the moves. 

I belive the partnership with FitBit to create a device associated with setting and achieving fitness goals showcases how Adidas understands their consumers motives behind purchasing their products and uses this understanding to influence consumer behaviour. This is because they are a brand that promotes athletes and consumers to perform better, play better and feel better. Consumers are drawn to this as they make them feel inspired and motivated to get active.