Question

Explain as much as you can.

What is motivation, and why is it important in the study of consumer behavior? Can motives be measured, and if so, how? [10 pts]

Answer 1

Motivation is the reason due to which people take any action. The cause that makes people to act the wayt they act in a certain situation. It can be of physical or material or emotional in nature , which means these factors which compell people to act could be direct in terms of money, incentives, rewards, physical needs or it can be emotional upliftment in terms of promotion, awards and praise.

In any situation these factors can be self presented or could be introduced by outside agents.

It is essential to study consumer behavior as it gives insights to take decisions that could be driving business and profits. Studying consumer behavior helps in

• Deciding the trends in the market and so plan before the competitors.
• Consumer preferences and reasons can help to design offers that would be more preferred.
• consumer inhibitions can be found and addressed
• It helps to plan new ventures and new offerings

Yes, motives can be measured in terms of intent based surveys.

These can be graded on scales of 1 to 5 or 1 to 10, to get the strength of the motive. And at the same time indirect questions can be asked to identify motives which are not directly observed.