If you are working on a business plan for the launch or re-launch of a product on the market, but also if you are simply carrying out an analysis of a customer’s product portfolio or an assessment of real/perceived positioning,…
The Nature of the Purchase Motivations
Studies show that the benefits sought during the shopping activity are not only connected to the need to find the goods. There are also non-rational motivations underlying shopping: – Personal such as self-gratification, being trendy, getting out of the rut, etc;…