Many people are motivated to reach for what “I wish to be”, by buying the certain food products. Just a few examples: diet and organic products. And I`m one of those persons, I try to think my diet and environment. But too often I just take easy food to go, which doesn`t fulfill these requirements. I can`t deny that.
You can have several motives when you buy only one good: social, psychological, social economic etc. Motivation explains the behavior of the buyer and a buying motive is the driving force behind to purchase the goods. Mine driving force is usually hunger and I just try to grab a food which doesn`t need much of preparing or preparing at all: fruits, yoghurt, salads, protein bars. So I`m a single, a very busy person whose always hungry and on diet. And sometimes I try to remember think environment. Nice combination of motives 🙂
It is very important to know customers buying motives. A motive refers to emotion, urge, thought, drive and feeling. Need comes easily to motive in some point and grocery stores can make customers need products we don`t need. A smell of freshly baked bread or a bun is just a cruel way to get customers inside the store. I think we women, have less capability to resist the temptations in stores, because we act often with our feelings. It`s easier to get us buy all the incredible offers, when it comes to food and a clothes!
Age, gender, profession, education or residence doesn`t necessarily tell anything about the customer and the buying motives, because peoples life situations and values can vary a lot nowadays. So it is very important to understand different thoughts and lifestyles… And what they wish to be 🙂
Some more about buying motives: