Sigmund Freud developed this theory.

According to him HUMAN personality has three parts:

1. The Id, is the source of all mental energy that drives us to action
2. the super ego, the INTERNAL representation of what is social is approved conscience
3. The Ego, the CONSCIOUS director of id impulses for finding him satisfaction in socially acceptable manner.

The buyer behaviour depends upon the relative strength of the three elements in the personal ABILITY. MOTIVATIONAL research has been involved in investigating motives of consumer behaviour so as to develop suitable marketing implications accordingly. This approach has been used to generate idea for developingdesign, features, advertising and other promotional techniques.

Sigmund Freud developed this theory.

According to him human personality has three parts:

The buyer behaviour depends upon the relative strength of the three elements in the personal ability. Motivational research has been involved in investigating motives of consumer behaviour so as to develop suitable marketing implications accordingly. This approach has been used to generate idea for developingdesign, features, advertising and other promotional techniques.