What Is Purchase Motivation?
To tell the truth, a large part of the reason for many people to buy famous brand clothes is vanity. However, there are positive reasons. The quality of some brands is really good. Some customers don’t like bargaining. The price of famous brand products is clearly marked in the store. It’s very convenient for customers not to bargain by themselves.
To meet these specific needs, people buy this commodity instead of another. This reason that affects customers to choose a certain commodity is called purchase motivation. Purchase motivation depends on customers’ requirements and needs. As a salesperson, we must understand the purchase motivation of different customers, that is, we should know what thoughts dominated by customers to make shopping choices.
When a customer enters the store, he wants to buy a commodity and his purchase motivation is safety and durability. If the salesperson always emphasizes low prices, he is very wrong. The customer must think that cheap things will not be safe and durable, and he will not buy them, because this kind of goods is inconsistent with his purchase motivation.
Why are some people willing to buy expensive brand-name clothes, while others like to buy cheap goods even if they are rich? Why do some people put a big desk in their bedroom even if they don’t write a word? Because these goods can meet some needs of these people. For example, famous brand clothes can show the identity and status of buyers, and the big desk can show that they love learning and have high cultural cultivation.
Purchase Motivation To Buy Famous Brand Clothing
Purchase Motivation: Seeking “Affordability” And “Practicality”
Driven by this purchase motivation, customers pay special attention to function, quality and practical utility when purchasing goods, do not overemphasize the style and color of goods, and hardly consider the brand of goods, packaging and decoration and other impractical factors. Housewives with low income and a considerable number of farmers’ buyers have this purchase motivation. They are the main buyers of medium and low-grade commodities and popular commodities, and are cautious about the purchase of high-grade commodities and non daily necessities.
Purchase Motivation: Seeking Novelty
The core of this motivation is “fashionable” and “strange”. When purchasing goods, customers pay special attention to whether the style and shape of the goods are new and popular, but don’t care much about the quality, practicability and price of the goods. Most young consumers with this purchase motivation are young consumers with better economic conditions. Such customers are sensitive to social fashion. They are the main buyers of fashion clothes, fashion goods and new products.
Purchase Motivation: Seeking Fame
Driven by this motivation, customers hardly consider the price and actual use value of goods, but show their identity and status by purchasing and using famous brands, so as to get a kind of satisfaction. Customers with this purchase motivation generally have considerable economic strength and certain social status. In addition, people with strong desire to show off may have such purchase motivation even if their economic conditions are general. They are the main consumers of high-end famous brand goods.
Indeed, some men buy famous brands to follow their feelings. Wearing 3000 yuan shirts is absolutely different from 300 yuan shirts. You will also have different attitudes towards 1000 yuan leather shoes and 100 yuan leather shoes: on rainy days, I definitely choose the 100 yuan shoes. In fact, for people who spend money, the difference is just feeling. But famous brands do bring confidence and dignity to people.
