Consumer motivation refers to the internal and external factors that drive individuals to make purchasing decisions. It encompasses various needs, desires, and goals that influence why a person chooses one product or service over another. These motivations can be influenced by personal preferences, social influences, and marketing strategies, which all play a role in shaping consumer behavior. Understanding consumer motivation is essential for businesses as it helps them tailor their products and marketing efforts to meet the needs of their target audience. By identifying what motivates consumers, companies can create effective advertising campaigns and improve customer satisfaction, ultimately leading to increased sales and brand loyalty.