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Motivation consigns to the processes that cause people to behave as they do. Motivation take places when require is aroused that the consumer wishes to satisfy. Once a necessitate has been activated a state of tension survive that drives the consumer to attempt to eradicate or reduce the need.
Understanding motivation means understanding why consumers do what they do. Motivation convinces either utilitarian or hedonic needs. Satisfying utilitarian requires entail that consumers emphasize the objective tangible attributes of products e.g. fuel economy in a car.
_ Satisfying hedonic requires implies that consumers emphasize subjective and experiential aspects example self confidence and excitement etc.
The above table shows that a researcher has to review the various kinds of literature relating to the selected field of study. How can be identify the related materials? This resea
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