Motivation and consumer behavior: a view in apparel industry

Motivation and consumer behavior: a view in apparel industry Human needs are the basis of modern marketing. Sustainability, profitability and growth of a firm in such a competitive environment depend on understanding the unsatisfied needs of the consumer better and sooner than its rivals and satisfy them. Therefore, the first mission of a marketer is to approach the consumer and uncover the structure and priorities of his wants and needs. The aim of consumer behavior studies is to try to understand the consumers, to reveal when, why and how they react. However, these reactions are quite complicated and depend on the individual. Motivation is one of the processes to analyze the consumer and have foresight. If a marketer succeeds in finding out the motives of the consumer, he knows what the consumer will buy and manufactures accordingly without waiting for to be picked among the other products that consumer decides to buy. This study is intended to give information about the process of motivation, its history and certain theories and to try to reveal the underlying forces that lead to buying behavior in apparel industry.