MOTIVATIONS TO PURCHASE
The forces that influence whether people buy include:
- Basic needs. We buy things to fulfill basic needs e.g. food.
- Convenience. You need something now and will take the easiest or fastest path to get it.
- Replacement. Sometimes you buy because you need to replace old things you have e.g., clothes that don’t fit.
- Scarcity. This could be around collectibles or a perceived need that something may run out or have limited availability in the future. Additionally, there’s a hope to gain a return on investment, such as collectibles or antiques; anything that accrues value over time.
- Prestige or aspirational purchase. Something that is purchased for an esteem-related reason or for personal enrichment.
- Emotional vacuum. Sometimes you buy to replace things you cannot have.
- Lower prices. Something you identified earlier as a want is now a lower price than before.
- Great value. When the perceived value substantially exceeds the price of a product or service. This is something you don’t particularly need; you just feel it’s too good of a deal to pass up.
- Name recognition. When purchasing a category you’re unfamiliar with, branding plays a big role. Maybe you had to buy nappies and you reach for Pampers because of your familiarity with the brand.
- Fad or innovation. Everybody wants the latest and greatest e.g. IPad. This could also be when someone mimics their favorite celebrity.
- Compulsory purchase. Some external force, like school books or an emergency e.g. plumber makes it mandatory.
- Ego stroking. Sometimes you make a purchase to impress/attract someone or to have something bigger and better than others. To look like an expert; to meet a standard of social status, often exceeding what’s realistically affordable to make it at least seem like you operate at a higher level.
- Niche identity. Something that helps bond you to an affiliation e.g. football club.
- Peer pressure. Something is purchased because your friends want you to.
- The “Girl Scout Cookie effect.” People feel better about themselves by feeling as though they’re giving to others; and especially when they’re promised something in return. Purchasing things they don’t need – or wouldn’t normally purchase – because it will help another person or make the world a better place incrementally is essential to certain buying decisions.
- Reciprocity or guilt. This happens when somebody – usually an acquaintance or someone rarely gift-worthy – buys you a gift or does something exceptionally nice and/or unnecessary. Now it’s your turn to return the favor at the next opportunity e.g. when the social decorum of a wedding dictates buying something or another.
- Empathy. Sometimes people buy from other people because they listened and cared about them even if they had the lesser value alternative.
- Addiction. These accounts for more sales than any of us can fathom. Can you think back to the last time you bought something and fully explain the reason why?
- Fear. From bomb shelters to a tyre pressure gauge – these things are bought out of fear.
- Indulgence. So long as you can afford it, sometimes there’s no better justification for that hour-long massage or that £50 bottle of 18-year single malt scotch other than “you’re worth it”.
