Motivation research

1. MOTIVATION RESEARCH

2. MEANING
 Motivation research is the analysis of wishes,
desires , needs, drives etc.
Motivation research attempts to
determine the why of consumer behaviour.

3. NATURE OF MOTIVATION RESEARCH
TThe consumer does not know the “WHY” of
purchase.
sThe consumers are not willing to tell about their
purchase.
eConsumers put forward illogical reasons for their
purchase.

4. TYPES OF INFORMATION SOUGHT IN
MOTIVATION RESEARCH
 ATTITUIDES :
Attitudes are assumed as the predictors of
human behaviour.
c. consumers are believed to have stable set of
attitudes.
d.These set of attitudes towards a product brand may
be favourable or unfavorable.
e.These set of attitudes can be changed by carefully
formulating advertising appeals.

5. CONT……..
 ASSUMPTIONS :
Assumptions are the frame of references
formed out by consumers of the information gathered
from their experience.
Consumers try to fit things in their frame
of references , if these are fit they are accepted
otherwise they are rejected.

6. CONT….
 SENSATION :
Sensation are defined as the reactions of
persons mind to either a mental or physical stimulus.
Sensation are produced by stimuli which affect a
persons sight, smell, hearing, taste and touch.

o IMAGES:
Images are defined as mental pictures that are
formed as response to stimuli .

7. CONT…
MOTIVES :
Motive is a need , want, drive or urge in the
mind of an individual . Marketer task is to develop a
tension system in the consumers mind and thus to
create need for HIS/ HER brand products.
eg. Calcium Sandoz , complain, Dettol etc.

8. MOTIVATION RESEARCH
TECHNIQUES
1. Non- disguised structured technique.
 Single question method.
 Multiple question method.
 Physiological test.
2. Non-disguised unstructured technique.

9. CONT…
1.Disguised unstructured technique.
a) Word association test
b) Sentence completion test
c) Story completion test
4. Disguised structured test.

10. LIMITATIONS:
 Cautions are required to be exercised not only in the
application of these techniques but also the resultant
data .
 The techniques used are not free from drawbacks
and more and more chances of committing mistakes
are there if proper care is not taken while use.

11. CONT…
 Well qualified and experienced researchers are
needed to administer these techniques.
 Generally small samples are being taken for
conducting motivation research ; generalization if
drawn on this basis are misleading.