Abstract:

Motivation within the consumtion of products or services plays a very important part in brand management, because this variable can be one of the keys towards understanding and attracting consumers towards a brand. Motivation represents a key element of consumer behavior, an element that can determine whether a product is bought or not. Motivation is determinded by the existence of an unsatisfied need (cătoiu și Teodorescu, 2007), being the result of economic, social, political and psychological factors. It is based on memories, experiences regarding the buying process, recommendations, elements that determine individuals to keep buying products or services for which there exists a motivation of consumption (Arnould, 2002). This paper’s fundaments consist in an ongoing qualitative research regarding motivation, that has as its objective the study and understanding of certain motivational aspects regarding luxury clothing buying behavior.