G. Motivation and Consumer Behavior

Motivational research helps marketers understand consumers’ subconscious motives. Techniques include experience-based knowledge, questionnaires, interviews, and projective methods.

The purchase process begins with recognizing a need or buying motive. Motivation drives consumer decisions, and marketers must understand and satisfy those needs.

Understanding personality is crucial for marketers as consumer purchases reflect their personalities. Various theories explain personality types and traits.