Moving Beyond the Obvious

Are you a curious person? Are you always searching for deeper meaning? Well, I am. One of the things I am on a quest to find, and admittedly do not know how to yet is deeper motivation of shopping behavior. Over the years, lots of "attitudinal" and behavioral surveys have been conducted on why people selected the store they ended up buying a particular product. I get frustrated that, almost without exception, the reasons are always "prices", good sales", "location of the store". We need to get to deeper meaning. How can we tap into true motivations? My theory is that for most routine, grocery store type products is that consumers do not know what really motivates them and "price" becomes and easy answer. Will you help me? Post comments!