Customer behavior is essential in marketing.
A marketing research pays special attention to analyse consumer purchase motivations.
A purchase can take several different forms : routine purchase, compulsive purchase, limited purchase decision-making, extensive purchase decision-making.
The analysis of purchase motivations allows marketing to influence the customer in the different stages of the purchasing process : problem recognition, research for information, evaluation of alternatives, decision making, after-sales evaluation.
Advertisement discourse is influenced by purchase motivations of consumers observed in marketing research.