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Some are biological arising from hunger, thirst and discomfort. ? motive is an internal force that encourages the consumer towards ? particular course of action; it has both intensity and direction. Motivation is also closely tied to the concept of involvement, which relates to how much effort the consumer will exert in making ? decision. Highly motivated consumers will want to get mentally and physically involved in the purchase process. Not all products have ? high percentage of highly involved customers e.g. milk but marketers who market products and services that may lead to high level of consumer involvement should prepare options that will be attractive to this group...
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