Consumer behaviour is significantly influenced by psychological factors, among which motivation, perception, and learning are considered the most important. These internal processes determine why consumers recognize needs, how they interpret information, and how they develop preferences for products and brands. Understanding these factors enables marketers to design products, communication strategies, and customer experiences that effectively satisfy consumer needs. Motivation is the driving force that stimulates individuals to take action in order to satisfy their needs and wants. It originates from unmet needs that create psychological tension, encouraging consumers to seek products or services capable of reducing that tension. Consumer motivation may be physiological, such as hunger and thirst, or psychological, such as the need for prestige, achievement, or belongingness. Maslow's Hierarchy of Needs explains that consumers satisfy lower-level needs before seeking higher-level needs. At the physiological level, consumers purchase food and clothing. Safety needs encourage the purchase of insurance and healthcare services. Social needs influence the demand for communication devices and social networking platforms. Esteem needs motivate consumers to buy luxury products, while self-actualization encourages spending on education, travel, and personal development. Marketers use motivational theories to segment markets and position products according to consumer aspirations. However, motivation alone cannot fully explain buying behaviour. Consumers with similar needs may choose different products because they perceive value differently or have different experiences. Moreover, motivations are dynamic