The Motivation Process
Motivation occurs when a need is aroused that the consumer wishes to satisfy.
Once a need has been activated, a state of tension exists that drives the consumer to attempt to reduce or eliminate the need.
Marketers recognise that while problem recognition is often a basic, simple process, the way a consumer perceives a problem and becomes motivated to solve it will influence the remainder of the decision process.
One consumer may perceive the need to purchase a new watch from a functional perspective and focus on reliable, low-priced alternatives.
Another consumer may see the purchase of a watch as more of a fashion statement and focus on the design and image of various brands.
To better understand the reasons underlying consumer purchases, marketers devote considerable attention to examining motives – factors that compel a consumer to take a particular action.