Abstract

 This research work is designed to examine consumer motivation as a key strategy, in the purchase of consumer goods and services. The research revealed the attitude of consumers toward consumer motivation strategies. The research covers all business organizations in essence. It is believed that the result obtained will have a realistic relationship with the behavior of consumers in their purchase. The study is grouped under five headings: Chapter one deals with the background and the hypotheses and limitations. Chapter two cites and reveals literature relating to the subject matter. In chapter three, the methodology employed in carrying out the research is presented while the data obtained are analyzed in chapter four. The findings of this study are discussed in chapter five, base on which conclusions are drawn and recommendations proffered. In the course of carrying out this research, questionnaires were distributed to consumers, businessmen and women. This is because consumer motivation has a high relationship with the sales and market shares of firms, and firms that misapply their strategies are bound to crash. In his recommendations, increase in research and development activities should be made to facilitate the acquisition of knowledge in the use of other local raw materials in new product formulation.