Our Qualitative Approach to Research

Investigating & Arming motivations

The motivations of the consumer fall under a broader category of consumer behavior and refer to

• the internal psychological and physiological state that drives people towards certain purchases, and
• the inherent social structures inside hierarchies and corporates that fuel their brands' growth and subsequent business strategies.

In other words, these motivations can be interpreted as 'the fundamental human desires that drive our behavior'.

This mainly refers to the fulfillment of both the conscious and the unconscious needs, practical or emotional, that drive individuals and groups to purchase (albeit once or multiple times) or create or steer a brand.

Consumer motivations are important because

• people wish to be relevant and grow and add meaning to their lives and,
• companies and brands want to be reassured that their investments are based on fundamental human needs and desires.

Thus, brands that fail to establish this connection will also fail to become an important aspect of a person's life