CONSUMERS’ MOTIVATION: AN ANALYTICAL STUDY OF INFLUENTIAL SALESPERSON BEHAVIOR ON CONSUMER EMOTIONS: OBJECTIVES OF THE STUDY

1. Goal attainment as a result of congruent salesperson attitude with situational consumer mind set.

2. Effect of emotions on goal attainment/thwarting

3. Outcome behavior as a result of motivation and emotions.

Hypothesis Development

H1: perceived goal facilitation/thwarting are not significantly affected by consumer assessment mind when the salesperson uses relational behavior.

H2: Goal facilitation/thwarting will not be affected by consumer action mind set when the salesperson use exchange oriented behavior.

H3: Goal facilitation/thwarting are not evoked by positive/negative emotions.

H4: Internally/Externally oriented emotions don’t cause a significant effect on consumer assessment/action mind set.

H5a: Internally positive emotions will not play dominant role when goal facilitation is high.

H5b.Internally negative emotions will not play important role when there is goal thwarting.

H5c. Externally positive emotions don’t affect goal facilitation when it is high.

H5d. Externally negative emotions don’t play significant role when there is goal thwarting.

H6a: When goal facilitation is high and a consumer is concerned with avoiding negative outcome advancement and approach strategy will not be adopted.

H6b: When goal facilitation is low and a consumer is concerned with avoiding a negative outcome an avoidance strategy will not be adopted.

H6c: When goal facilitation is high and a consumer is concerned with achieving a positive outcome an actualization strategy will not be adopted.

Fig3Consumers Motivation_decrypted
Figure 3 : A Conceptual Model of the Effects of Consumer Motivation During an Interpersonal

Sales Encounter Reference: Lynnea Mallalieu 2000

RESEARCH DESIGN AND METHODOLOGY

The main aim of research methodology is to find out the consumer motivational factors during conversation with salesperson study objectives as mentioned above. The methodology of research provides practical and systematic guidelines which helps in understanding the behavior of the consumer during purchase of the product. The methodology of research for the study is mentioned below as follows: –

RESEARCH DESIGN

The research is descriptive in nature and it uses convenience sampling. The research is conducted through questionnaire and the subject used in pretest are under graduate students enrolled in engineering and the subjects used after pretest are under graduate engineering students and other under graduate science students in the age group of 17-24years. The scale used for this research is 7 point likert scale and the results are predicted using factor analysis and regression analysis. The variables define for salesperson behavior tested on 7 point likert scale with 1= extremely sale oriented and 7= extremely relational oriented, then cut off for mean is set at 5.0. The variables whose mean value is above 5.0 are considered under relation oriented. Whereas, variables whose mean value is below 2.5 are considered for sale oriented behavior. Further, mean value is taken for consumer assessment mind set and consumer action mind-set. Whereas, to differentiate pre defined variables for goal thwarting, goal facilitation, emotions and outcome behavior we used factor analysis. The sample size taken for the survey consisted of 300 respondents and the survey is conducted at universities, colleges, malls, educational institutions. The data analysis is carried out using statistical tool like spss16.0 and customer mapping using MS Excel 2007 in order to achieve the desired objectives. The data interpretation is done by using regression analysis.