Session6 Motivational Research

Why do people buy?

The important studies in the field of human psychology have researched using projective techniques to identify and study the basic motive behind human purchases. The techniques are called projective as they are constructs and may project the actual behaviour. The intentions are measured using various factors by inviting responses using questionnaires or surveys' data. However, it is not very accurate as human motives cannot be quantified. 

Motivational Research

The word motivational research was first used by Dr. Ernest Dicher in 1950s. Motivational research aims at identifying and measuring the real reasons behind purchase intention. It attempts to discover underlying, feelings, attitudes, and emotions concerning product, service, or brand use. 

Broadly classified, there are two reasons for most of the purchases:

1. Utility Orientation: This is the motivation that prefers the product and services that delivers most utility. The functional benefits associated with the product motivates consumer for the purchase.

2. Status Orientation: Consumers prefers many products that add to the status. Here, the purchases are more psychological than functional. This orientation motivates consumer to buy products with many cosmetic features. They don’t mind paying additional price as it adds to their status. 

However, utility and status are subjective terms and very ambiguously defined. At times situational requirement may leads to a person preferring cosmetic features. It will not be appropriate to call this types of purchase should not be classified as status orientation. Motivational research aims at identifying underlying motivation vis-à-vis expected outcome after purchase behaviour. 

Motivational research is very useful tool in marketing. It can be applied in the field of new product development, banding and positioning and marketing communications.