Vol: 2, Issue: 1 2012

Page: 101-109

Vipnan Kshetra me Krey-Prerna Evum Abhiprerna Anusandhan

Dr Sadanand Rai

Received Date: 2011-12-17

Accepted Date: 2012-01-22

Published Date: 2012-02-21

The most important activity in marketing is to understand buying motives so that appropriate products can be developed and delivered to buyers through appropriate channels. Buying motives are the forces that motivate buyers to purchase goods or services to satisfy their needs. In fact, the differences in human nature are taken into account. Marketing programs that meet individual motivational needs can provide success for a firm. Therefore, understanding buying motives must be done carefully. Here, we will study the problem separately from the perspectives of sellers and manufacturers.

References

• Collin and Montgomery: The Origins of Motivation Research, British Journal of Marketing, p. 3
• 2. Ernst Dichter: 'Aspiration and Strategy.' Garden City, New York: Double Day, 1960
• Behavior in Organizations: Managing the Human Side of Work, Warren and Green, Allen and Beckwaston, 1990
• Human Behaviour at Work Organisational Behaviour Keith Davis Tata MC Grahil New Delhi 1975
• Lawrence Lockley: Application of Motivation Research, page 7
• Mason & Rath: Marketing and Distribution, Page - 76