Do so by finding the answers to the follow questions:

• Does the product fulfill psychological needs. If so, which ones?

• How does the product relate to consumer feelings (e.g., competitive drive, self-esteem,
security, etc.)?

• Does the product hold symbolic significance for consumers?

• What fears do consumers hold regarding the product category?

• How do external influences like culture and reference groups impact consumers as they
consider your product or service?

Don’t forget to consider the results of the above questions in the context of the business
environment to ensure that the consumer motives you uncover will lead to marketing
insights.

Your next instinct may be to verify the findings of your qualitative research with a
quantitative survey or to measure them against the general population. However,
motivational studies often cannot be proven through survey research – especially if they
relate to unconscious motives. Instead, focus on evaluating your resulting hypotheses by
testing ad concepts that address different motives uncovered by your research.

Understanding consumer motivations is becoming increasingly important in marketing

and branding, and there is no need to guess what motivates your consumers. Focused
research into consumer motivations can enable your team to develop more successful
marketing communications and an innovation roadmap that will be more likely to meet
your consumers’ needs. Don’t let your consumers’ motivations remain a mystery –
conduct motivation research to understand your consumers in a systematic and scientific
way that will improve your chances of success.

A. Use the phrases in the box from the article to complete the following sentences.

General population Product category Consumer motivation

In-depth interviews featured product
quantitative survey Positioning campaign
qualitative research marketing campaign Reference groups

1. …………… is the required classification for your products based on attributes, so

your products will be organised, and convenient for your customers to shop in
your store.
 2. ………….. is an entire group of potential participants about which some
information is required to be ascertained.

3. You can use the …………….. to place products from different categories to give a
better idea of your brand.

4. ………….. is an internal state that drives people to identify and buy products or
services that fulfill conscious and unconscious needs or desires.

5. ………….. is individuals and groups that influence our opinions, beliefs, attitudes,
and behaviors.

6. …………. is a comprehensive course of action to sell and promote something, i.e.,

either a product, service, or brand.

7. …………….. is a process that involves creating an identity/ image of the brand or

product within the target customers’ minds.

8. ………….. is a qualitative data collection method that involves direct, one-on-one

engagement with individual participants.

9. The results of the ……………. will generally be numerical form – for example:
35% of customers rate the new product as "attractive".

10. There are a variety of methods of data collection in ………………. , including

observations, textual or visual analysis.

B. Read the article and chose the correct option to complete the following sentences.

1. Marketers need to understand the decision-making and purchasing process in order to

………………

a. get products and services that match your customers' needs and wants

b. change features of new products

c. create effective marketing campaigns.

d. identify customers' motivations for shopping

2. According to the writer, the process of customers moving from motivation to

purchasing behavior consists of 4 stages, which are ……….find the wrong answer)
a. recognize a motivation, evaluate options, translate into desire, satisfy original need
and want.

b. recognize a need, evaluate options, translate into purchasing behavior, satisfy

original need and want.

c. recognize a need, evaluate options, translate into desire, satisfy original need and
want.