Consumer Motive

Consumer Motive

According to Duncan, 2005, consumer motive is defined as "internal impulses that when simulated

initiate some type of response." Consumers are continuously reacting to their internal impulses as

well as the external environment. Since internal impulses and the external environment also

interact, resulting in psychological motivations to fulfill needs and wants, Kim and Jin (2001) argue

that consumer motives are known to be the drivers of behaviour that bring consumers to the retail

store.

Based on past research, consumer motives can be categorized from four perspectives. Firstly, the

social influences on consumer motives such as the culture, sub-culture, social class, reference

groups and families (Peter & Donnell, 2007). Secondly, the situational influences on consumer

motives such as physical features, social features, time, task features and current conditions (Belk,

1975). Thirdly, psychological influences on consumer motives include product knowledge and

product involvement (Peter & Olson, 2005). Finally, the marketing mix influences on consumer

motives such as product, price, promotion and place (Peter & Donnell, 2007). This study will only

focus on marketing mix influences on consumer motives.

Other research espouses a different approach, one that emphasizes peripheral cues which could

enhance consumers' motivation to deeper information processing. Mooy & Henry (2002) theorize

the defining motivation factor as "the arousal directed at the processing of brand-related

information". According to Alreck & Robert (1999) a product or brand preference might be built

through one or more of the theories behind the promotion strategies which motivate and stimulate

consumer