Understanding Consumer Motivation

Understanding Consumer Motivation


Challenges of understanding consumer motivation (what causes people to buy): 
- Real motives not always clear, so research is needed to discover them. 
- People don't always disclose the real reasons for their actions.
- People sometimes don't know why they take certain actions.
- Motivation changes in response to life experiences. (Aging, Marriage, Change Careers, etc.). 






4 Broad Motivation Strategies Marketers Use to Motivate Consumer Purchasing: 




1. Value for Money: 
Regardless of Motive, consumers want to fulfill their needs at the best value - same product for less price, or same price for more product. 




2. Multi-Pronged Approach: 
Address more than one need to increase attractiveness of the product. Example: Physiological + Ego, Safety + Ego. 




3. Provide Information: 
Make consumers more conscious of their needs by giving more information. 

Types of Consumer Information: 
- Product Knowledge: Attributes, Benefits, Brand 
- Purchase Knowledge: Where to buy, How to buy, How much, Competitor comparision 
- Usage Knowledge: How to use, What to use it with 
- Self-Knowledge: Do I need it, Can I afford it, Does it match my lifestyle 




4. Pleasure VS Pain: 
Increase the intensity of the need by highlighting the pleasure of fulfilling the need, or the pain of not fulfilling the need. 






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