A classic title in marketing. Please answer carefully. Thank you
5 thoughts on “List common consumer purchase motivation, 100 points for answers”
Marion
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Purchasing motivation is to guide customers to buy activities to point to certain goals to meet the required purchase wishes and impulses. This kind of purchase willingness and impulse is a very complicated and elusive psychological activity. From the perspective of its performance, consumers’ purchase motivation can be summarized into two categories: rational motivation and emotional motivation.
(1) Righteous motivation
. It includes:
1. Applicable
The basic point of motivation is based on the most basic effect of the product. Driven by the applicable motivation, customers focus on the technical performance of the product, while the considerations, prices, brands, etc. are second.
2. Economy
The economy is to seek integrity. Under the same conditions of other conditions, prices often become the key factor in the choice of some kinds of products. The reason why discount coupons and big auctions can affect the hearts of tens of millions of people is because of “seeking integrity” psychology.
3. Reliability
Customers always hope that the product can exert its use value normally within the prescribed time, which is essentially the extension of “economic”. Famous products have advantages in fierce market competition because of the quality of superiority. Therefore, visionary companies always open product sales under the premise of ensuring quality.
4. Safety
With the popularization of scientific knowledge, the improvement of economic conditions, customers’ awareness of self -protection and environmental protection, and the consideration of product safety Become a motivation for customers to buy a certain product. The “green product” has a very broad prospect is that it is suitable for this purchase motivation to promote sales.
5. Aesthetics
The people with beauty, beauty performance is also one of the product use value. Enterprises inject more and more investment in product appearance design, because when consumers purchase decisions, the components of Midea Pirates are getting heavier.
. Convenient to use
If provinces and efforts and affairs are undoubtedly a natural demand for people. Products, especially technical complicated products, are favored by consumers by fast and convenient products. The television with remote control, just pressing the “fool” camera and many one -time products to be popular, is precisely the motivation for consumers to buy.
7. Easy to buy
. Today, when the pace of social life is accelerating, people cherish their time, buy nearby products, buy it nearby, buy it by the way, and often buy buying often. occur. The reason why the deserved supermarket flourish, the rise of mail order, telephone shopping, TV shopping and other ways to buy, etc. It is the motivation for consumers to buy.
8. After -sales service
The product quality is good, it is a overall line of line of line. For most consumers, spending a small savings to buy high -end durable consumer goods, even the world -renowned brand -name products cannot completely eliminate psychological tension. Therefore, there are no good after -sales service often become the weight of the purchase behavior of left and right customers. To this end, provide detailed instructions, conduct on -site guidance, and provide free maintenance in a timely manner. Implementation of product quality insurance has become a means to compete for customers.
(2) Emotional motivation
The emotional motivation cannot simply understand emotional motivation as irrational motivation. It is mainly due to the willingness and impulse to buy by society and psychological factors. Emotional motivation is difficult to have an objective standard, but it is generally from the following psychology.
1. Curiosity Curiosity is a common social phenomenon. There is no distinction, only the degree. Some people are specifically pursuing novelty and fashionable, always acting as pioneer consumers. As for whether it is economically affordable, it is generally not considered, such as the cube, jumping sugar, riddle hand paper, electric dental drama, Italian dolls, etc. can be popular in the market, it is the rage that is the rage of the market. Costly cater to this psychology.
2. Alienation psychology is more common in young people. They are unwilling to flow with the world, and they always want to be different from others. In the second half of 1994, the consumption behavior of dyeing black hair into yellow and red hair from south to north began to reflect their psychological psychology.
3. Show off the psychology. This is more common in high -income classes with well -known and rich income. It is also found in a few people in other income classes. In their opinion, shopping is not only applicable and moderate, but also show individuals. The level of financial resources and appreciation. They are cutting -edge consumer groups among consumers. Buying a tendency to be high -end, valuable, and retro, hundreds of thousands or even millions of dollars, and the production of tens of thousands of dollars watches is catering this psychology.
4. Comparison psychological comparison, sociologists call it “compare group behavior”. Those who have such behaviors are copied by the habits and lifestyles of the social group in which he hopes to be among them. People have a large -screen color TV, camera, and gold jewelry. They do n’t have themselves, they are uncomfortable, whether they need it, whether it is cost -effective, and buy.
5. People who are social as society always live in a certain social circle. There is a trend that wants to synchronize with the circle that he should belong to, unwilling to highlight, and does not want to fall behind. Consumer groups with this psychological dominance follow the consumer group. This is a considerable customer base. Studies have shown that when a family ownership rate of some kind of durable consumer goods reaches 40%, the consumption boom of the consumer goods will be generated.
. 6. Some people who are psychologically explained by the psychology of Modern worship foreign goods blindly, as long as it is imported, buy. Although the vast majority of domestic electrical production plants, even all of them use domestic parts, they are still sold in China in China. Some companies use foreign languages in products or packaging, or only use pinyin letters instead of a Chinese character. They are sold in China and conduct improper competition in China.
7. Respecting psychological customers is the object of competition for enterprises and should be regarded as “God” by the company. If the quality of the service is poor and the product itself is afraid of good quality, customers will often disregard, because no one wants to spend money to buy it. Therefore, the company and its commodity salesperson, salesperson, and maintenance personnel sincerely respect the customer’s economic power. Sometimes, despite the high price of the product, or the quality of the quality, the customer feels difficult, but he is also willing to buy it, and even generates it again. Personate motivation.
I don’t know what you mean by me. My family used to sell clothes … Our family made a title … Do you wear it? This title … The proportion of buying and not buying or asking people is 45%. Buying 25% 24% of the remaining 6% is the person who does not give away the price !! I don’t know if there is any running question haha just a little proposal !!
/siteadmin/Article/ZX/QPLM/PPTQ/JCZS/200504/10964
Purchasing motivation is to guide customers to buy activities to point to certain goals to meet the required purchase wishes and impulses. This kind of purchase willingness and impulse is a very complicated and elusive psychological activity. From the perspective of its performance, consumers’ purchase motivation can be summarized into two categories: rational motivation and emotional motivation.
(1) Righteous motivation
. It includes:
1. Applicable
The basic point of motivation is based on the most basic effect of the product. Driven by the applicable motivation, customers focus on the technical performance of the product, while the considerations, prices, brands, etc. are second.
2. Economy
The economy is to seek integrity. Under the same conditions of other conditions, prices often become the key factor in the choice of some kinds of products. The reason why discount coupons and big auctions can affect the hearts of tens of millions of people is because of “seeking integrity” psychology.
3. Reliability
Customers always hope that the product can exert its use value normally within the prescribed time, which is essentially the extension of “economic”. Famous products have advantages in fierce market competition because of the quality of superiority. Therefore, visionary companies always open product sales under the premise of ensuring quality.
4. Safety
With the popularization of scientific knowledge, the improvement of economic conditions, customers’ awareness of self -protection and environmental protection, and the consideration of product safety Become a motivation for customers to buy a certain product. The “green product” has a very broad prospect is that it is suitable for this purchase motivation to promote sales.
5. Aesthetics
The people with beauty, beauty performance is also one of the product use value. Enterprises inject more and more investment in product appearance design, because when consumers purchase decisions, the components of Midea Pirates are getting heavier.
. Convenient to use
If provinces and efforts and affairs are undoubtedly a natural demand for people. Products, especially technical complicated products, are favored by consumers by fast and convenient products. The television with remote control, just pressing the “fool” camera and many one -time products to be popular, is precisely the motivation for consumers to buy.
7. Easy to buy
. Today, when the pace of social life is accelerating, people cherish their time, buy nearby products, buy it nearby, buy it by the way, and often buy buying often. occur. The reason why the deserved supermarket flourish, the rise of mail order, telephone shopping, TV shopping and other ways to buy, etc. It is the motivation for consumers to buy.
8. After -sales service
The product quality is good, it is a overall line of line of line. For most consumers, spending a small savings to buy high -end durable consumer goods, even the world -renowned brand -name products cannot completely eliminate psychological tension. Therefore, there are no good after -sales service often become the weight of the purchase behavior of left and right customers. To this end, provide detailed instructions, conduct on -site guidance, and provide free maintenance in a timely manner. Implementation of product quality insurance has become a means to compete for customers.
(2) Emotional motivation
The emotional motivation cannot simply understand emotional motivation as irrational motivation. It is mainly due to the willingness and impulse to buy by society and psychological factors. Emotional motivation is difficult to have an objective standard, but it is generally from the following psychology.
1. Curiosity Curiosity is a common social phenomenon. There is no distinction, only the degree. Some people are specifically pursuing novelty and fashionable, always acting as pioneer consumers. As for whether it is economically affordable, it is generally not considered, such as the cube, jumping sugar, riddle hand paper, electric dental drama, Italian dolls, etc. can be popular in the market, it is the rage that is the rage of the market. Costly cater to this psychology.
2. Alienation psychology is more common in young people. They are unwilling to flow with the world, and they always want to be different from others. In the second half of 1994, the consumption behavior of dyeing black hair into yellow and red hair from south to north began to reflect their psychological psychology.
3. Show off the psychology. This is more common in high -income classes with well -known and rich income. It is also found in a few people in other income classes. In their opinion, shopping is not only applicable and moderate, but also show individuals. The level of financial resources and appreciation. They are cutting -edge consumer groups among consumers. Buying a tendency to be high -end, valuable, and retro, hundreds of thousands or even millions of dollars, and the production of tens of thousands of dollars watches is catering this psychology.
4. Comparison psychological comparison, sociologists call it “compare group behavior”. Those who have such behaviors are copied by the habits and lifestyles of the social group in which he hopes to be among them. People have a large -screen color TV, camera, and gold jewelry. They do n’t have themselves, they are uncomfortable, whether they need it, whether it is cost -effective, and buy.
5. People who are social as society always live in a certain social circle. There is a trend that wants to synchronize with the circle that he should belong to, unwilling to highlight, and does not want to fall behind. Consumer groups with this psychological dominance follow the consumer group. This is a considerable customer base. Studies have shown that when a family ownership rate of some kind of durable consumer goods reaches 40%, the consumption boom of the consumer goods will be generated.
. 6. Some people who are psychologically explained by the psychology of Modern worship foreign goods blindly, as long as it is imported, buy. Although the vast majority of domestic electrical production plants, even all of them use domestic parts, they are still sold in China in China. Some companies use foreign languages in products or packaging, or only use pinyin letters instead of a Chinese character. They are sold in China and conduct improper competition in China.
7. Respecting psychological customers is the object of competition for enterprises and should be regarded as “God” by the company. If the quality of the service is poor and the product itself is afraid of good quality, customers will often disregard, because no one wants to spend money to buy it. Therefore, the company and its commodity salesperson, salesperson, and maintenance personnel sincerely respect the customer’s economic power. Sometimes, despite the high price of the product, or the quality of the quality, the customer feels difficult, but he is also willing to buy it, and even generates it again. Personate motivation.
The need for buying it
BOC casually buy
Baships to buy food
……
Need,
luxury,
gifts,
rich life,
需要 (cosmetics)
1. Applicable
2. Economy
3. Reliable
4. Safe n5. Aesthetics n6. Convenient use
7. easy to buy
8. after -sales service
I don’t know what you mean by me. My family used to sell clothes … Our family made a title … Do you wear it? This title … The proportion of buying and not buying or asking people is 45%. Buying 25% 24% of the remaining 6% is the person who does not give away the price !! I don’t know if there is any running question haha just a little proposal !!