Motivation is the driving force within individuals that compels them to behave as they do (Solomon et al. 2019). This driving force is produced by a state of uncomfortable tension, which drives consumers to reduce or eliminate this feeling by attempting to satisfy their needs. As a result, this will bring about a more comfortable state. Consumers are motivated to satisfy their utilitarian needs. Utilitarian motivation i.e. a desire to achieve some functional or practical benefit epitomises the ideals of Panadol, as this brand is a pain-relief medication. As pain relief medication is a necessary and innate need to sustain physical life, it is important for Panadol to market their products in a way that motivates consumers to purchase from them. This is in relation to other generic paracetamol brands that sell the same active ingredient for a much cheaper price.
~
So how does Panadol successfully motivate consumers to purchase their products?
~
Panadol has been successful in creating products that provide the desired benefit of pain relief which in turn permit the consumer to reduce the tension to achieve competitive differentiation. This brand significantly outsells cheaper generics (ABC Health and Wellbeing, 2015), by continually motivating consumers to purchase from Australia’s most trusted pain reliever. In my opinion, Panadol’s effective positioning of their brand has lead consumers to forgetting the active ingredient of paracetomol, to calling this medication as Panadol as a whole. This results in a strong built up brand image, which prompts consumers to continually re-purchase and support.
In reference to this Panadol Australia ad, using celebrity endorsement of Australian TV presenter Joh Griggs helps catch the attention of consumers. This application allows for a more favourable view of the brand itself as delving into an innate need to relieve pain with the use of a well-known celebrity means individuals will feel more motivated to at least give Panadol a go. Being a utilitarian need with a rational motive means consumers are more inclined to purchase Panadol as it is important to relieve physical pain to continue to live life.
In addition, Maslow’s hierarchy of needs displays medicine as a core psychological need (Solomon et al. 2019). By positioning Panadol as “Australia’s most trusted pain relief”, consumers will opt for this brand as it is an important need in sustaining human life. By relieving pain and satisfying this basic need of maintaining life, consumers are able to go on about their day in order to satisfy higher, more complex needs.
~
ABC Health & Wellbeing 2015, Paracetamol: targeting pain, generic brands and other things you need to know, viewed 6th May, https://www.abc.net.au/health/features/stories/2015/02/23/4181731.htm
Solomon, Michael., Russell-Bennett, R. and Previte, J. (2019) Consumer Behaviour, Australian Edition, 4th Ed., Pearson, p. 172-178
Consumer Behaviour 