Need Vs Created Need: A Case Study on Motivational Books

Indians are the world’s most avid readers. A new survey shows that they spend twice as much time reading books, newspapers and magazines as the British, and nearly three times longer than the Japanese. Of late there is an increasing trend of reading motivational books and everybody seems to be looking for quick fix solution of all possible problems through the lens of motivational books. The debate among academicians and psychologists about efficacy of these books can be seen on number of internet sites and blogs. The aim of the research paper to study Indian readers who read motivational books and understand various issues such as the psychology of how readers think, feel, reason, and select between different categories of books and how the consumer is influenced by his or her environment (e.g. price of books, friends, media availability).