Peculiarities of forming a competitiveness strategy for the national producers: Study of consumer needs and motivations

Abstract

The purpose of this master’s level degree qualification paper is to analyze the motivational sphere of clients within business contexts, combining the theories of A. N. Leontiev and A. Maslow to develop comprehensive strategies for marketing, sales, and product enhancement. This paper aims to establish how recognizing and addressing client motivations, especially the sense of recognition and self-respect, can improve business outcomes and enhance client loyalty. The object of the study is the motivational sphere of clients in small and medium-sized businesses, particularly focusing on how branded promotional products contribute to meeting psychological needs and driving client behavior. The subject of the study is the integration of psychological theories into practical business strategies to enhance marketing effectiveness, sales performance, and product appeal.