consumer motivation
Category: In the News, Ronn Torossian

Consumer Motivation

Motivation occurs when a need is aroused in a consumer that they have to satisfy. Quite a few factors can drive motivation, like perceived risks, personal relevance, need for safety, making a statement, conformism, prestige, and a consumer’s personal values.

Nowadays, consumers will give up on brands that don’t support their values in favor of those that do. Brand switching is becoming more and more common along with the willingness to pay more.

Motivation leads to involvement. Some consumers get very attached to brands and businesses.

However, the degree of attachment to a product differs. Some consumers demonstrate unwavering loyalty to a brand compared to others. For instance, few brands have been as successful as Harley Davidson in generating customer loyalty.

They have successfully built long-term relationships with their customers. Harley owners are a tribe with shared experiences that unite them around the globe. Some Harley customers even get tattoos of the Harley logo.

A consumer comes into contact with marketing stimuli such as commercials, jingles, and brand names. This process can be called exposure.

Exposure is crucial because it affects final purchase decisions.

Product distribution also plays an important role in exposure. Brands that are widely distributed receive more exposure than those that aren’t.

Coca-Cola is a brand that is widely distributed, and hence enjoys much better brand recognition than its competitors. Given below are some motivators that impact customer loyalty and retention.

Instincts

Marketers often depend on the instincts of customers to get customers to buy products. According to a study, playing French music in a store led to an increase in French wine sales.

This is because there is an instinctual link between what the mind perceives ( French music in this case), the representation underlying that perception, and a corresponding resultant behavior ( purchasing French wine).

Personality

The personality of a consumer includes all the traits that constitute who they are to others, which is a result of heredity and personal experiences. Personalities of consumers vary.

For some consumers, the need to belong may be of paramount importance, while for others, the need to appear unique could be a driving force.

Personality traits influence consumers’ reactions to commercials and shopping strategies.

For instance in one of its ads, Dove featured women with perfect hair accompanied by some copy that explained how none of its subjects were models. The ad tapped into a fundamental desire, shared by quite a few consumers, to be part of a group they believe in.

The Need to Stand Out

Consumers often choose a particular brand through which they intend to enhance their self-perception of uniqueness. The desire to feel unique and special is universal in human beings.

The identity of a particular brand and the principles behind it may be more relevant to a particular group of consumers.

For instance, some consumer identities are drawn to highly customizable products that can be adapted to suit their needs, such as Nike’s made-to-order sneakers.

Caring about the Environment

As a result of the pandemic, consumer passion for the environment has grown considerably. A sizable segment of the consumer market is mindful about its impact on the environment.

They are motivated to take action on environmental sustainability. For instance, H&M’s ‘Conscious Collection’ is built on seven commitments to conscious actions, each of which makes the fashion industry more sustainable while making customers feel proud of what they choose to wear.

Motivation occurs when a need is aroused in a consumer that they have to satisfy. Quite a few factors can drive motivation, like perceived risks, personal relevance, need for safety, making a statement, conformism, prestige, and a consumer’s personal values. Nowadays, consumers will give up on brands that don’t support their values in favor of those that do. Brand switching is becoming more and more common along with the willingness to pay more. Motivation leads to involvement. Some consumers get very attached to brands and businesses. However, the degree…