Business Research Method: Analysis of Customer Motivation Report

This report provides a structured abstract analyzing four academic articles on customer motivation, a key concept in business research. The report begins with an introduction to consumer motivation and its influence on purchasing behavior, followed by a brief overview of the theory's progression. It then examines common and different themes across the selected articles, focusing on the role of mindset, customer engagement, and buying behavior. The report also discusses study limitations related to various research designs and proposes potential future research directions, such as exploring consumer behavior within real-world business contexts and highlighting different theoretical frameworks related to consumer behavior and motivation. The report concludes by emphasizing the significance of customer motivation in driving purchasing decisions and its impact on a company's profitability.

Running head: BUSINESS RESEARCH METHOD
Business research method
Name of the student:
Name of the university:
Author note:

1
BUSINESS RESEARCH METHOD
Table of Contents
Introduction:....................................................................................................................................2
Brief summary of the theory and progression in the field:..............................................................2
Common themes/findings across the four articles:..........................................................................2
Different themes/findings across the four articles:..........................................................................3
Study limitations and how these differ across the various study designs:.......................................4
Future research directions proposed in the articles:........................................................................5
Conclusion:......................................................................................................................................5
Reference List:.................................................................................................................................6
Appendix:........................................................................................................................................7

2
BUSINESS RESEARCH METHOD
Introduction:
Consumer motivation can be considered as the internal state which leads them to
purchase certain products and services as per their own requirement. The ability of a product to
satisfy requirement of customers plays a significant role in generating motivation among them
and thereby shape their purchasing behavior. It is the general tendency among customers to
perceive that, the more they pay for a product, the more benefit they will get. This structured
abstract deals with in-depth review of customer motivation by the research made by Mary C.
Murphy and Carol S. Dweck, Teresa Fernandes and Fabia Esteves, Tudor Edu, Iliu, Costel
Negricea and Alexandru Ionescu and
Brief summary of the theory and progression in the field:
The research conducted by Murphy and Dweck highlights that the mind shape of the
customers is the key of shaping purchasing behavior of them. The perception of the customers
towards certain product is highly significant for formulating their purchasing decision. As per the
implicit theory of mindset, the perception among people is highly significant factor for
generating motivation among them and thereby lead them to purchase product in accordance
with their requirement. The growth mindset is the emerging trend among human mind which
leads them to be interested towards certain product. On the other hand, the customers with
growth mindset are also intended toward evaluating different types of product before choosing
the best. According to Murphy and Dweck, the inclusion of growth mindset among the
customers leads them to purchase products in higher price with the intension of getting more
benefit.

3
BUSINESS RESEARCH METHOD
Common themes/findings across the four articles:
As per the research of Murphy and Dweck, the mindset among the people drives their
motivation towards purchasing products as per their requirement. In the same way, Fernandes
and Esteves has showed that the engagement of a customer towards a products is highly
significant in order to generate positive behavior among them. As discussed by the author, the
ability of a company to attract and retain customer is the key factor in determining its
competitive advantage. Thus, it is imperative for the companies to engage higher range of
customers by maintaining transcending relationship with them.
According to Edu et al. the consumer holds the central place in every marketing
endeavor. Therefore, the organizations must understand their needs and requirement and design
their production procedure accordingly for shaping positive purchasing behavior among them.
This is the way, through which the mode of selecting, buying and disposing products. In the
same way, Cohen et al. showed that in the tourism industry, positive behavior among the
customers is the key of determining their travelling decision. Consumer behavior basically deals
with obtaining, consuming and disposing products.
Different themes/findings across the four articles:
All the articles, selected in the paper are different from each other. The story of Murphy
and Dweck highlight the role of mindset in shaping purchasing behavior among the customers.
The person having growth mindset are more likely to give higher price of product in order to get
maximum benefit. On the contrary, Fernandes and Esteves put ample stress on the significance
of engaging wide range of customers for building loyalty among them. It is the pripme
responsibility of the corporate entities to maintain transcending relationship with them for them
happy and loyal. This study also shows non-transactional relationship as key of strengthening

4
BUSINESS RESEARCH METHOD
their purchasing intension is. Contrary to what, Edu et al. showed that buying behavior among
the customers can be referred as the procedure, through which a company can evaluate the
selecting, buying and disposing pattern of products by the customers. Thus, it is imperative for
the companies to conduct in-depth research to understand the buying behavior of the customers
and act accordingly to generate satisfaction among them. Obstinately, Cohen et al. highlighted
that positive behavior among the customer is highly significant in order to frame their purchasing
attitude and thereby promote their decision making process. However, this research also shows
that healthy relationship must be maintained with them to strength their purchasing decision.
In the travel and tourism industry, consumer behavior plays a pivotal role in shaping the
travelling decision among the customers. In this industry, the decision making process of
travelers is an independent action which is being taken through in-depth planning. Tourist
decision-centered approach is one of the most significant factors of travel and tourism industry
which deals with allocation of expenditure. There also lies the ideology of conspicuous
consumption. The customers of travel and tourism sector are more likely to pay higher amount
for gaining better service. Moreover, the ideology of conspicuous consumption also deals with
the economic power of travelers.
Study limitations and how these differ across the various study designs:
Murphy and Dweck showed the mindset of customers as the key of framing their
purchasing decision. They have highlighted equity theory which deals with the fact that, growth
mindset among people leads them to evaluate different types of products before choosing the
best. However, detailed discussion regarding mindset is not there in the study. In the same way,
Fernandes and Esteves highlighted the significance of engaging the customers but lacks the
notion of customer motivation and behavior.

5
BUSINESS RESEARCH METHOD
Future research directions proposed in the articles:
As noted above, consumer behavior is highly significant in deterring the purchasing
behavior of the customers. Therefore, future research can be conducted by highlighting different
theoretical framework related to consumer behavior and motivation. This is the way, through
which in-depth discussion regarding consumer behavior can be made. In addition, research on
the role of consumer behavior on purchasing decision can also be conducted by taking instance
from a real company.
Conclusion:
Consumer motivation is highly significant factor in terms of generating urgency among
the customers towards purchasing a product. Motivation is the inner state of mind which
generated desire among the people towards purchasing a product. Therefore, it is imperative for
the companies to satisfy the psychological need among the customers and thereby drive them to
purchase products. With the assistance of higher motivation, a company can be able to attract a
strong base of customer and thereby increase their rate of profitability.

6
BUSINESS RESEARCH METHOD
Reference List:
Cohen, S.A., Prayag, G. and Moital, M., 2014. Consumer behaviour in tourism: Concepts,
influences and opportunities. Current issues in Tourism, 17(10), pp.872-909.
http://epubs.surrey.ac.uk/806891/15/Cohen%2C%20Prayag%20%26%20Moital
%202014%20CIT.pdf
Edu, T., Costel Negricea, I., Ionescu, A. consumer behaviour patterns: identifying buying
Motives for cool drinks amongst south Africans Under 35 years old. Romanian Economic and
Business Review, 8(1), 73-90.
ftp://ftp.repec.org/opt/ReDIF/RePEc/rau/journl/SP13/REBE-SP13-A8.pdf
Fernandes, T. and Esteves, F., 2016. Customer engagement and loyalty: A comparative study
between service contexts. Services Marketing Quarterly, 37(2), pp.125-139.
https://pdfs.semanticscholar.org/766c/4ea51964792bf03f3b484fd5a505a8fa02dc.pdf
Murphy, M.C. and Dweck, C.S., 2016. Mindsets shape consumer behavior. Journal of Consumer
Psychology, 26(1), pp.127-136.
http://daneshyari.com/article/preview/882006.pdf

7
BUSINESS RESEARCH METHOD
Appendix:
Conceptual article
(proposed theory)
Murphy, M.C. and Dweck, C.S., 2016. Mindsets shape
consumer behavior. Journal of Consumer Psychology, 26(1),
pp.127-136.
Quantitative article Fernandes, T. and Esteves, F., 2016. Customer engagement and
loyalty: A comparative study between service contexts.
Services Marketing Quarterly, 37(2), pp.125-139.
Qualitative article Edu, T., Costel Negricea, I., Ionescu, A. consumer behaviour
patterns: identifying buying Motives for cool drinks amongst
south Africans Under 35 years old. Romanian Economic and
Business Review, 8(1), 73-90
Mixed method Cohen, S.A., Prayag, G. and Moital, M., 2014. Consumer

8
BUSINESS RESEARCH METHOD
article behaviour in tourism: Concepts, influences and opportunities.
Current issues in Tourism, 17(10), pp.872-909.