Motivation can be understood as an internal or external force that a person possesses and which starts the process of maintaining a person's behavior and systematic action towards the achievement of the desired goal. In addition to motivation, it is necessary to define the term motivational system. This system consists of a collection of factors, measures and strategies that are systematically integrated into the work environment to inspire individuals. It involves the creation and implementation of various motivational strategies designed to achieve individual and organizational goals. In order to reach a goal, it is important to attach importance to the motive. Motive is the initial component that starts the entire motivational system. This is what motivates the individual from within, what encourages him to be active and what ultimately stops the activity. Different motives lead to different consumer behavior in the final consumption market. Various theories of motivation have been developed in the research of motives. Theories of motivation can be classified into two categories, content theories and process theories. Content theories of motivation aim to identify and classify the needs that motivate people to take certain actions. Process theories say that needs are not sufficient to explain work motivation. The analysis should also include the impact of expectations, perceptions, values and their interactions. It has been confirmed that insufficiently motivated employees are less productive and successful, they are not interested in the realization of quality products and services, and at the same time they do not feel loyalty to the organization and are ready to leave at any time. Therefore, it is crucially appropriate to reward employees, using both tangible and intangible methods of recognition and appreciation.