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Consumer Motivations

Consumer Motivations. Lots of people, including you and me buy things. What kinds of things do we buy? WHY do we buy them? THIS is what companies want to find out! .

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Consumer Motivations

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  1. Consumer Motivations

  2. Lots of people, including you and me buy things. • What kinds of things do we buy? • WHY do we buy them? THIS is what companies want to find out!

  3. Companies want to answer this question because if they can find out WHY we buy stuff, they can do a better job of influencing us to buy their products, and that’s what they want. • This is called Marketing.

  4. Marketing • Marketing includes many areas, like… • Gathering information on what kind of goods/services people want, and then • Once the good/services are ready, how can they get us to buy them?

  5. There are basically 3 reasons why we (the consumers) buy stuff. Marketing companies call these… Consumer Motives/Motivations: They are forces that cause consumers to act including the desire to fulfill their needs and wants.

  6. Why did this Happy Homemaker buy this apron? Have you ever bought anything for this same reason? This motive is called…

  7. Patronage Motive • A reason for consumers to buy a product/service based on a desire to be loyal and a feeling of comfort with that product/service. • List 3 products you have bought or might consider buying for this same reason. • LOYALTY

  8. Why does this machine want us to buy it? Have you or your parents every bought anything for this same reason? This motive is called…

  9. Rational Motive • A reason for consumers to buy a product/service based on facts or logic • List 3 products you have bought or might consider buying for this same reason. • LOGIC

  10. Why does this model want us to buy these jeans? Is what she says true? Have you ever bought anything for this same reason? This motive is called…

  11. Emotional Motive • A reason for consumers to buy a product/service based on feelings or attitudes • These feelings can be fear, romance, envy, pride, what else? • List 3 products you have bought or might consider buying for this same reason. • EMOTIONS

  12. Next time you buy something or see an advertisement… • Ask yourself: “What motive is this company using to influence me to buy this product/service? • Is it LOYALTY, LOGIC or EMOTIONS?

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