Doing Marketing - Consumer Motivation Insights: Consumer motivation research focuses on the motives behind consumer decisions that are energized and directed by deep-rooted and perhaps even unconscious motives. Sometimes consumers cannot verbalize their motives, so marketers use various techniques to assess consumer attitudes toward products and services. Definition: http://en.wikipedia.org/wiki/Motivation Read more: http://en.wikipedia.org/wiki/Projective_test Read a replication of the “Shopping List Study”: http://www.jstor.org/stable/1250837 Introduction to project: To understand consumer motivation, this exercise will replicate one of the most cited consumer research studies in consumer behavior research, the Mason Haire Shopping List Study. In this exercise, you will conduct a personal interview with 10 shoppers. Instructions: Read the shopping list below. Try to project yourself into the situation as much as possible until you can more or less characterize the shopper who brought home the groceries. Then write a brief description of the shopper’s personality and character. Wherever possible, indicate what factors influenced your judgment. Shopping List 1 to be given to 5 shoppers Pound of hamburger 2 loaves of Wonder bread Bunch of carrots Rockstar Energy Drink 2 cans Del Monte Peaches 5 pounds of potatoes Shopping List 2 to be given to 5 additional shoppers Pound of hamburger 2 loaves of Wonder bread Bunch of carrots Pure organic orange juice 2 cans Del Monte Peaches 5 pounds of potatoes 1.Summarize the responses. If the participant described the shopper as “careful and thrifty,” the response should be recorded as “careful” and “thrifty,” not “budget-conscious.” In short, quantify the frequency of descriptive words used by participants to characterize the shoppers using each shopping list. 2.In general, how did your participants describe the shoppers who purchased shopping list 1? 3.In general, how did your participants describe the shoppers who purchased shopping list 2? 4.What did you learn about the motives of shoppers who purchase pure organic orange juice versus those who purchase Rockstar Energy Drink?
Doing Marketing - Consumer Motivation
- Insights:
- Consumer motivation research focuses on the motives behind consumer decisions that are energized and directed by deep-rooted and perhaps even unconscious motives. Sometimes consumers cannot verbalize their motives, so marketers use various techniques to assess consumer attitudes toward products and services.
- Definition: http://en.wikipedia.org/wiki/Motivation
- Read more: http://en.wikipedia.org/wiki/Projective_test
- Read a replication of the “Shopping List Study”: http://www.jstor.org/stable/1250837
Introduction to project: To understand consumer motivation, this exercise will replicate one of the most cited consumer research studies in
Instructions: Read the shopping list below. Try to project yourself into the situation as much as possible until you can more or less characterize the shopper who brought home the groceries. Then write a brief description of the shopper’s personality and character. Wherever possible, indicate what factors influenced your judgment.
Shopping List 1 to be given to 5 shoppers
- Pound of hamburger
- 2 loaves of Wonder bread
- Bunch of carrots
- Rockstar Energy Drink
- 2 cans Del Monte Peaches
- 5 pounds of potatoes
Shopping List 2 to be given to 5 additional shoppers
- Pound of hamburger
- 2 loaves of Wonder bread
- Bunch of carrots
- Pure organic orange juice
- 2 cans Del Monte Peaches
- 5 pounds of potatoes
1.Summarize the responses. If the participant described the shopper as “careful and thrifty,” the response should be recorded as “careful” and “thrifty,” not “budget-conscious.” In short, quantify the frequency of descriptive words used by participants to characterize the shoppers using each shopping list.
2.In general, how did your participants describe the shoppers who purchased shopping list 1?
3.In general, how did your participants describe the shoppers who purchased shopping list 2?
4.What did you learn about the motives of shoppers who purchase pure organic orange juice versus those who purchase Rockstar Energy Drink?
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INTRODUCTION -
Marketing research is a critical tool for businesses to understand consumer behavior and motivations. It is important for companies to understand why consumers make the decisions they do and how those decisions are influenced by various factors. This exercise will replicate one of the most cited consumer research studies in consumer behavior research, the Mason Haire Shopping List Study. This research is designed to understand consumer motivation by interviewing 10 shoppers and gauging their responses to two different shopping lists. The lists are similar but contain different items that may indicate different motivations.
What is Consumer Motivation?
Consumer motivation is the energizing and directing force of consumer decisions, originating from deep-rooted and sometimes even unconscious needs and wants. Marketers use a variety of techniques to assess consumer attitudes and preferences toward products and services. These techniques include surveys, focus groups, interviews, and observation. Additionally, projective tests can be used to gain insights into consumers’ motivations. A sort of psychological test known as a projective test uses participants' responses to ambiguous stimuli to infer hidden motivations.
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