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.
Ennis, D. M. and Rousseau, B. (2002). Motivations for Product Consumption. IFPress, 5(3) 2-3.
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Motivations for Product Consumption
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This technical report also appears in our book, Tools and Applications of Sensory and Consumer Science.