This applies to all aspects of life, from health and fitness to personal development — business is no exception. Consumer motivation is driven by the thoughts, feelings and beliefs of your audience. If your brand fulfils their needs, this will motivate your customers to make a repeat purchase. Once you fully understand your audience and harness their motivations, you can make their decision-making process a lot simpler.
Creative expression develops marketing campaigns that catch the eye and capture the imagination, but behind every marketing strategy are theories grounded solidly in psychology, economics, and studies in human behavior.
The scientific insights help marketers design campaigns that speak to the fundamental concerns and desires of their audience, greatly deepening the impact of the marketing materials.
At the heart of the scientific study of marketing are key insights about consumer behavior, or why consumers buy and act the way they do. Theories of consumer behavior address important issues, such as how consumers purchase as individuals versus how they purchase in groups, the role of emotions in purchasing decisions, post-purchase attitudes, and the role of object utility.
To determine consumer behavior, marketers use numerous consumer behavior models. Theory of Reasoned Action Created by Martin Fishbein and Icek Ajzen in the late s, the Theory of Reasoned Action centers its analysis on the importance of pre-existing attitudes in the decision-making process.
The core of the theory posits that consumers act on a behavior based on their intention to create or receive a particular outcome.
In this analysis, consumers are rational actors who choose to act in their best interests. According to the theory, specificity is critical in the decision-making process.
A consumer only takes a specific action when there is an equally specific result expected. From the time the consumer decides to act to the time the action is completed, the consumer retains the ability to change his or her mind and decide on a different course of action.
Marketers can learn several lessons from the Theory of Reasoned Action. First, when marketing a product to consumers, marketers must associate a purchase with a positive result, and that result must be specific. Axe Body Spray used this concept very effectively by linking its product to desirability with women.
Second, the theory highlights the importance of moving consumers through the sales pipeline. Marketers must understand that long lags between initial intention and the completion of the action allows consumers plenty of time to talk themselves out of a purchase or question the outcome of the purchase.
The first step, input, is where consumers absorb most of the marketing materials they see on television, newspapers or online. Once the consumer collects the data, he or she moves into information processing, where the consumer compares the input to past experiences and expectations.
Consumers move to the decision-making stage after a period of thought, choosing to make a purchase based on rational insight. Consumers are affected in the decision-making phase by process variables and external influences, including how the consumer envisions his or herself after making the purchase.
Under the EKB Model, marketers have two periods where their input is the most valuable. Marketing becomes a factor again in the phase of external influences. Motivation-Need Theory Abraham Maslow put forward his hierarchy of needs insending ripple effects through the entire psychological community.
Under his theory, people act to fulfill their needs based on a five-part priority system.This statistic shows the motivation of consumers in the United States for purchasing new items specifically for sports in During the survey, percent of .
Online Shopper Behavior: Influences of Online Shopping Decision Chayapa Katawetawaraks SCG Trading Services Co. Ltd Cheng Lu Wang University of New Haven Abstract to buy online. Also, consumers may have a need to exam and feel the products and to meet.
will vary somewhat depending on the motivation for online shopping (Hoffman and Novak ; Hoffman, which identifies all the attributes online consumers associate with satisfaction and overall transaction quality.
consumers more likely to buy on the Internet are likely to be time-starved (Bellman, Lohse and Johnson ). Instead of pushing customers to buy, Selling , customer motivation anticipating consumers (1) Apple (1) apps (1) attract online traffic (2) audience building (2) Axis Communications (1) B2B marketing (11).
Consumer motivation on online shopping 1. ABSTRACT.
Hassle reduction, motivations inspire consumers to buy online because it is comparatively trouble free. Online buying is free from hassles of taking out time for marketing, dressing up to go to market, driving, traffic jams, crowd and finding a place for parking.
There is also no hassle of. Situational Motivation Consumers with hectic time schedule are more tend to buy online because it saves time. Situational factors such as time pressure, geographical distance, lack of mobility, attractiveness of alternatives and need for special items positively influence online buying of consumers.
|Consumer behaviour[ edit ] Figure 1. Contributions to consumer motivation Consumer behaviour involves shoppers' actions.|
|The fulfillment of those needs can then motivate them to make a repeat purchase or to find different goods and services to better fulfill those needs.|
|Motivation and emotion/Book//Brand name product purchase motivation - Wikiversity||I wrote "Selling 2. It is more important to be well trusted than well liked.|
|6 ways to motivate your consumers to buy | Beyond||Get your free comprehensive omnichannel report now.|
who are immobile can also shop online.