There are numerous techniques used to assess consumers’ motivations for product consumption. It is quite common to obtain data from rated degrees of agreement with statements about possible motivators. The responses are then analyzed using statistical tools such as the analysis of variance and factor analysis.
This technical report appears as:
Ennis, D. M. and Rousseau, B. (2002). Motivations for Product Consumption. IFPress, 5(3) 2-3.
Download the entire technical report here:
Not a Colleague? Click here to join for free!
This technical report also appears in our book, Tools and Applications of Sensory and Consumer Science.