This document summarizes a term paper presentation on consumer motivation. It begins with an introduction defining motivation and how it relates to consumer behavior. It then provides some statistics on the Indian retail market and describes a mall intercept survey conducted to understand shopping experiences. The document finds that consumers are motivated to shop in malls by the variety, quality, innovation and ambiance offered. It also summarizes responses from surveys that found convenience, deals, enjoyment and new product discovery as motivations. In conclusion, it lists findings like entertainment and impulse buying influencing behavior and malls satisfying consumer needs, wants and desires.

1. CONSUMER BEHAVIOR TERM PAPER
PRESENTATION
ON THE TOPIC
CONSUMER MOTIVATION
GROUP- 9

2. INTRODUCTION
Motivation is an inner drive that reflects goal-directed arousal. In
a consumer behavior context, the results is a desire for a
product, service, or experience. It is the drive to satisfy needs
and wants, both physiological and psychological, through the
purchase and use of products and services.

3. Few Stats…
• The size of Indian retail market in 2010 was estimated at US$
353 billion and by 2014, it is expected to increase up to US$
543 billion.
• The mall intercept survey was conducted in srujana forum
mall, kukatpally where the customers are interviewed and
shared there experiences
• Two forms of experience malls have taken shape. The first
attempt to use the mall public spaces more than a transit of
halls. The second style of experience mall is less about the
public space and more about the store selection themselves

4. Consumers motivation to shop in
shopping malls
• In today’s scenario, consumer prefer comfort and luxury of
shopping experience rather than buying something.
• Consumers choose variety of products, quality and innovation
in their buying rather than routine style of shopping, hence
they are motivated towards malls which have wide variety of
products.
• Main context is what consumer is preferred their own choice
of buying behavior the retail mainly focus on them.
• Majority of consumers experience ambience, luxury and
convenience during shopping where they can enjoy their
shopping experience which they get only in shopping malls
• Shopping has become more pleasurable experience itself.

5. Our Interaction with…
MALE 5
FEMALE 4
31-40 7
41-60 2
SINGLE -
MARRIED 9
GENDER
AGE
MARTIAL STATUS
This study used mall intercept survey method. Data were collected
from shopping malls located in Hyderabad city of Telangana, India
during last week of November, 2014. The target population for this
study consisted of active mall shoppers. It was like a small interaction
between us and the shoppers measure the customers’ shopping
motivations in the shopping malls.

6. Our Questions to them…
How frequently they visit?
We wanted to know whether frequent visits make
them buy a product
Where are you from?
We wanted to know what motivates an urban buyer &
a rural buyer
Do you buy every time you visit?
Here we wanted to know do people buy on their first
time visit or only just to have window shopping.
What motivates them to buy a particular product?
(Is it offers, Passion, Quality, latest Brands).
Do you visit alone or with your friends or family?
Whether they get influenced by others to buy
4
5
1
2
3

8. RESPONSES WE GOT FROM THE CONSUMERS
Shopping motivation Responses
Convenient
Shopping
Consumer like shopping mall because of large variety of products
available at one place. And also convenient timings of the malls.
Economic Shopping During weekends many retail outlets come with various offers
which attracts me a lot.
Achievement
Shopping
Many of them were planned shoppers they already come with their
ready made list.
Shopping
Enjoyment
The Ambience of Shopping mall make me feel good & most of the
time I come only for window shopping & Shoppertainment.
Idea Shopping Most of them told that they were nearby this mall so most of the
times they come to see new arrivals and verities.

9. FINDINGS
• Entertainment is also an important factor while shopping.
• Malls provide most of the shopping solutions to the
consumers.
• Impulse buying is also an important buying behavior in the
malls .
• Cognitive buying experience with the consumers was less
as they visit most of the times to the malls.
• Every individuals have their needs, wants and desires
which get fulfilled from the malls.
• Mall is something far better than a single retail outlet
which influence an individual’s buying behavior.

10. Learning Outcomes
1. What consumer motivation is all about.
2. The terms needs and goals in the context of consumer
behavior.
3. Understand positive and negative motivation.
4. Discuss the difference between rational and
emotional motives.
5. Understand the dynamic nature of motivation.
6. Explain need systems, specifically, identify the
components of Maslow’s need theory, and offer a
critique of needs theory.

11. THANK
YOU