Alderfer ERG theory: An approach to meet retailer’s need to motivate consumers

Judith Gomes Nagar


Retailers in Indian retail industry are trying to motivate their consumers by several motivational strategies. In this paper, we efforts to relate outcomes of two different fields, organizational behavior and consumer behavior to study and draw a model for future scope of research. A framework from retailer’s perspective to motivate consumers by using factors based on Alderfer model. Firstly, a theoretical and development of Alderfer theory is done and on the basis of it certain significant factors find out. And then a research model is framed based on various researcher views for those associating consumer’s motivation from retailer’s. Lastly, suggested a way to retailer’s strategy to motivate consumers.


: Retailer, Motivation, Alderfer, Consumers, Model, etc.

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