If you own a business or work in sales, you might study why people buy products. There are many factors to consider, including a buyer’s emotions and material needs. Learning more about what motivates a customer when they make a purchase can help you understand your target market and make more sales. In this article, we explain what buyer’s motivation is, the types of buyer motivation and list nine examples.
What is a Buyer’s Motivation?
A buyer’s motivation, also known as a buyer’s motive, comprises their thoughts, feelings, and instincts when buying a product. Whether you manage a dropshipping website or a 3D printing business, understanding buyer motivation is crucial if you want to create a successful marketing campaign. This is because a buyer requires an initial motivation before they listen to any marketing campaign, even if you sell an amazing product. To help you understand the process they have to go through before deciding on a purchase, it’s important to understand these stages of the buyer’s journey:
Awareness: This is the first time a customer learns that your product exists.
Interest: This is when a customer gains interest in your brand and what it can offer them.
Consideration: This is when a customer measures whether your product meets their needs.
Purchase: This is when a customer makes a commitment to buying your product.
Post-purchase: This is when a customer decides how they feel after they buy your product.
Re-purchase: If the customer is satisfied, this is when they consider buying more from you in the future.
If you can figure out which stage a customer is at in their journey, you’re more likely to nurture that customer toward the most crucial stage of purchasing.
Types of buyer motivation
Though there are different buyer motivation types, they all comprise mental and physical behavior. That behavior may lead a person to decide who they want to purchase from and what, when, where, and how much they want to purchase. You can organize these motivation types into two major groups, each with their own subcategories:
1. Product buyer motivation
Product buyer motivation is often what makes a buyer choose one product over another. It’s sometimes a physical choice, like when you want a product because of its size, shape, or color. Other times, it’s a psychological choice, like wanting the same product your friends have. Two subcategories of this motivation type are:
Emotional product buying: You buy something because you think it might bring you comfort, or you think it will make you more popular at school or work.
Rational product buying: You use more logical reasoning, or you carefully consider before deciding to buy a product. Your motives are more conscious when you make these decisions, like the durability or safety of a product.
2. Patronage buyer motivation
Patronage buyer motivation is what makes people buy a specific brand or choose one store over another. Subcategories of this type of buyer motivation are:
Emotional patronage buying: You make a decision based on the way a store looks or because your friend said they liked the store.
Rational patronage buying: You carefully consider the benefits of the store. Through your research, you might find the store has low prices or plenty of brands to choose from.
Examples of buyer motivation
Here are some examples of what may motivate someone to decide to buy something:
They want more money: Whether the customer’s trying to make more money, save more money, or find more success with their business, this common motivation is often because of a desire for personal growth or advancement. This can lead people to buy something such as stocks.
They desire security: A desire for security can encourage people to buy safes for their valuables and install cameras around their homes or security bars for their windows. It’s also often a desire to find relief and may lead a buyer to purchase insurance for their life and property.
They want approval or acceptance: People with this motivation are often looking for someone who can help them with public relations or inspire more employee loyalty in their company.
They want comfort and convenience: This type of motivation helps companies sell products like all-in-one washers and dryers, pillows that help with neck issues, and soft beds. Customers with this motivation are also likely to pay for sports tickets or video games.
They want to feel proud of themselves: This motivation type may lead some people to buy luxury cars and lavish houses. It’s also what causes people to pay for private schools, or go to self-improvement camps. It’s a motivation often driven by the status a product brings, but it’s just as often about a desire to grow beyond your current state of being.
They want to look good: This motivation can lead people to want to feel confident in their appearance and want others to acknowledge that they look good. Buyers who have this motivation might buy hair care products, jewelry, or new clothes and shoes.
They make an impulsive decision: People often make an impulse purchase because it’s part of a trend, or simply because it’s in front of them when they’re in the checkout line at the store. To sell to people with this motivation, you need to place your product in high-profile locations.
They’re fatigued by a salesperson: Some buyers make a purchase because the salesperson is insistent and they give in. While this tactic can work, buyers are more likely to make repeat purchases from salespeople who use gentler sales strategies.
They have a specific need: Sometimes, people only need one specific product. For example, if a buyer has a queen-sized bed, they purchase queen-sized sheets. Some buyers require some help to understand what they need and this is where you can help by raising their awareness and finding a solution for them.
I hope you find this article helpful.