Buying motivations drive us as customers. We all seek to satisfy something inside us before making a purchase. We may want to satisfy a sudden urge, please our loved ones, or play the security card. Thus, brands have a role in these motivations, provided they are well-identified. Luxury brands are experts in this field. To be continued, the 7 main purchase motivations of customers in 2022!
- Buying motivations related to pride and prestige
- Buying motivations such as saving money
- Pleasure and comfort: hedonic motivations
- Thinking of others before thinking of oneself
- Novelty always sells
- Buying motivations are driven by security
- Identity: Assertiveness
Let’s start by talking about pride-related purchase motivations. A major component of the SONCAS method, this motivation refers to premium offers, which stimulate self-esteem. There is a whole commercial vocabulary to speak the same language as people hungry for prestige. Brands that position themselves as premium will often use the same terms in their advertising campaigns. Here are some examples of themes that illustrate this idea:
- personalizing the product/service: selected, for you, sorted, etc.
- insist on the need: essential, fundamental, indispensable, etc.
- play on the rarity of the offer: unique, exception, never seen, etc.
The luxury goods market is the sector that most cultivates this prestige mentality. The truth is luxury watches are good at making a name for themselves. This article explains what goes on behind the scenes of an exploding industry!
Let’s continue with another aspect of the SONCAS method: money. Price is now a major criterion in the decision to buy. This is even more true, considering that 2023 will be synonymous with a recession.
Pricing strategies are at the heart of the marketing mix of profit-making organizations. Here, the commercial argument is based above all on various data:
- comparison with the prices charged by the competition
- evolution of the company’s growth
- consumer statistics on the quality/price ratio
More often than not, customers will focus on quality rather than price.
Sometimes, it is hedonism that governs the purchasing motivations of customers. The pleasure and the desire to refresh are too strong to resist the temptation. In other words, desire and personal fulfillment take precedence over any rational aspect. For example, a desire for ice cream during summer fits this description perfectly.
With this technique, brands play on positive feelings in customers. These emotions create a strong bond between the customer and the brand. It’s also a great opportunity to keep satisfaction levels high.
No more self-gratification. Here we are talking about pleasing others. Typically, brands stimulate this purchase motivation with the following argument: “please yourself by pleasing your loved ones.” In this context, the holiday season is a strategic time for gift/souvenir companies.
In addition, we must keep in mind that customers buy a product because they identify with it. Once a gift has a high price tag, two elements are essential:
- Quality: meticulous making, a unique object, customizable, reusable, and so on.
- Altruism: even if it means paying a lot of money for a gift, it might as well be a gift that gives the same satisfaction to the giver as to the receiver
Customers are constantly looking for novelty. That’s why brands have to innovate more and more to stand out from the competition. Recently, many brands have made a name for themselves by innovating with packaging. Some sectors, like the luxury goods market, have even created an entire parallel industry thanks to their packaging.
Nevertheless, let us be clear. By novelty, we mean everything outside of what we already know. The food industry illustrates this very well since the trend is towards streamlining rather than innovation. Thus, to attract the customer’s eye, it is necessary to keep several things in mind:
- Innovation is found in products and services that are unusual to customers.
- Advertising campaigns around innovative offerings must contain the right language elements. For example, it is possible to insist that your product is “the latest innovation” in the industry. This sales pitch will make your customers feel like they are increasing their social status.
The need for security comes just after the physiological needs in Maslow’s hierarchy of needs. In short, your prospects must be certain of their purchase. It is, therefore, essential to reduce any perceived risk in your offer. So, it’s not surprising to see the importance of this notion among buying motivations.
Consequently, the salesperson must adapt their sales pitch to the customer in front of them. You have to reassure them and highlight the benefits of your product/service. In this sense, here are some ideas to reach the paroxysm of security on your offer:
- An efficient and human customer service
- A transparent traceability, if possible, with local productions to reinforce your commercial argument
- “Money back guarantee” policies to assure your prospects that customer satisfaction will be there
It’s very difficult for brands to target marketing when customers are desperate for differentiation. In this case, the best practice is personalizing your offer as much as possible.
This is one of the places where luxury brands are so valuable, as they help to reinforce the personality of the individuals who buy their products. Indeed, self-expression allows the customer to assert himself in society. This is especially true today in a society based on skills and values.
Tags: consumer behaviour