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| Received
16-Sep-2012 |
Accepted
- |
Published
16-Sep-2012 |
Abstract
Present study is an analysis of motivational strategies
adopted by Indian hatchback car advertisements. The
study was based on abbreviated form of Murrays basic
human needs developed by Fowles and is carried out in
two stages. In the first stage selected hatchback car
television commercials were subjected to content analysis
using expert rating method. In the second stage major
motivational needs related with hatchback car purchase
behaviour were identified using a consumer survey.
Results of both analyses were cross compared. The results
indicate that even though the car purchase is related with a
broad spectrum of human needs car advertisements are
only making use of the most common ones.
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