Abstract
Endeavours to show that a variety of motivations govern consumer actions and concentrates on the grocery trade for its information – nevertheless its findings and reasoning have some pertinence for all retail business. States the study is based on a particular study carried out in the Liverpool area in 1967 and highlights problems of differentiating between motivations and goals. Proposes that in the grocery trade consumer motivations be examined with great emphasis on the findings of a study. Believes general problems of differentiating between motivation and goals may lead into a testable hypothesis. Concludes that developments await the results of basic research into fields such as buyer behaviour, but lack of knowledge may invalidate general measurement.
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