{"id":17,"date":"2009-05-08T20:41:00","date_gmt":"2009-05-08T20:41:00","guid":{"rendered":"http:\/\/marketing-epiphany.com\/?p=17"},"modified":"2009-05-08T20:41:00","modified_gmt":"2009-05-08T20:41:00","slug":"buyers-purchase-motivation","status":"publish","type":"post","link":"https:\/\/rohan-hubli.com\/index.php\/2009\/05\/08\/buyers-purchase-motivation\/","title":{"rendered":"Buyers & Purchase Motivation"},"content":{"rendered":"

Summary on the five different purchase motivations encountered by shoppers:<\/p>\n

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  1. An economic motivation<\/strong>, where the main goal is to save money; ( Bargain Hunters,<\/strong> Ex: Coupon Shoppers )<\/strong><\/li>\n
  2. A hedonistic motivation<\/strong>, where the aim is to feel pleasure; ( Pleasure Seekers,<\/strong> Ex: Mall Shoppers )<\/strong><\/li>\n
  3. A routine-loyal, or risk-avoiding<\/strong>, one, where the goal is to reduce the risk of being disappointed by a purchase by remaining loyal to a favorite brand or store; ( Risk Averse,<\/strong> Ex: Changing toothpaste)<\/strong><\/li>\n
  4. A relational one<\/strong>, where buyers seek to establish a relationship with a store or its staff and be recognized as a privileged client; ( Social Class<\/strong>, Ex: iPhone buyers )<\/li>\n
  5. A functional one<\/strong>, where the aim is to decrease the time and effort devoted to making purchases. (Search Costs,<\/strong> Ex: High Income \/ Senior Grocery Shoppers)<\/li>\n<\/ol>\n

    The challenge then becomes how to identify your buyers and classify them into one of the above categories. Some of the approaches involve:<\/p>\n