，主题为消费者的购买动机 Consumer Buying Motivation
Consumers have countless buying motivations when spending their hard earned money and making purchasing decisions. From the desire for convenience to a need for status, these motivating factors drive consumer behavior in both actual purchasing and the decision making process before an item is purchased.
Convenience is one of the primary motivations for consumer purchasing. In our global economy, time is a valuable commodity for the majority of people. With this in mind, consumers often find it more convenient to purchase a product, rather than spend time and energy conducting research. Additionally, convenience plays a factor in a consumers thought process when evaluating the benefits associated with various purchases.
An individuals lifestyle also has an influence on consumer purchasing habits. If a consumer derives value from a product, they will more likely be willing to spend to acquire it. This type of purchasing decision is usually based on the products ability to reflect their lifestyle , whether it be through a high-end automotive purchase, or a clothing item. In some instances, the product even becomes an extension of the consumers lifestyle or identity. Thus, the consumption of certain products becomes a public display of their beliefs, values, or lifestyle.
A consumers income level plays a crucial role when making a purchase. Generally, the amount of disposable income a consumer has influences their decision making process. Those with higher incomes often find it more convenient to spend more on a product. Consequently, they may be willing to purchase higher priced, more luxurious products and services that those individuals with lower incomes would view as unattainable.
The common motivation among most consumers is the innate desire to save money. Price comparison is a large factor in most consumers purchase decision process, and often serves as a decisive factor in which product is acquired. Price being the sole determining factor for making a purchase is often seen as detrimental to retailers due to reduced profits, however often boosts sales volumes as more and more people are price sensitive now more than ever.
Another purchasing motivation is built upon the foundations of meeting perceived needs through products that offer a solution. Consumers are motivated to purchase products that an individual feels will solve a specific problem in their lives or simply enhance their current lifestyle. Whether it is the purchase of vitamins and healthcare products that promise to boost the individuals wellness, or the purchase of a product, such as a laptop, that promises to provide greater convenience and produce greater efficiency at work.
The desire for status and recognition is one of the main triggers of consumer buying motivations. The external influence of convenience and lifestyle decisions play a significant role in the purchase decision-making process. This applies to both high and low-end products. Consumers evaluate items not just on their own merits, but also on how it will make the individual appear to others and how they want to be perceived by the world at large. Although excessive display of ostentations objects is often frowned upon by society, even those with a preference for non-luxury brands often have status and recognition as a distant motivator.
Finally, no matter the motivation, consumers are often seeking a sense of reward or pleasure from their purchases. Immediate gratification is one of the most powerful drivers of consumer behavior and purchase decisions. This pleasure can take the form of a physical reward such as a product or service or mental reward such as comfort in the fact that the purchase decision could solve a problem or bring satisfaction.
In conclusion, it is difficult to delineate a “one size fits all” method that applies to all consumers in regards to their buying motivation. The primary drivers of buying are often derived from multiple sources, and each purchasing decision is a culmination of these factors. Nevertheless, pinpointing and recognizing the various motivations that influence consumer decision making is essential for understanding the collective behavior of all consumers.
