How To Guide Customers To Understand And Analyze Customer Purchase Motivation

1, how to understand the customer's motivation to purchase can be divided into emotional motivation, rational motivation and patronage motivation. They are motivated by people's cognition, feelings and willpower.

1) emotional motivation is caused by people's emotions (happiness, anger, sadness, joy, etc.) and emotional motives (morality, sentiment, group, concept, etc.).

Because of the different causes of emotional motivation, emotional motivation can be divided into two types: emotional motivation and emotional motivation.

Emotional motivation is a purchase motive motivated by curiosity, excitement, imitation and other emotional reactions produced by the sudden stimulation of external environmental factors.

There are many external factors that affect emotional turmoil, such as advertising, exhibition, performance, promotion, price reduction and so on.

Emotional motivation is mostly due to the fine style, bright colors and exquisite display of goods, which motivates buying motivation. It shows that the price is not cheap, but the demand is moderate or high.

2) rational motivation is a purchase motive that is carefully considered by the purchase object and under rational restraint and control.

It is based on the understanding, knowledge, comparison and selection of purchased goods.

The formation of rational motivation has a complex process from emotional to rational psychological activity, usually through preference - * * * - Evaluation - choose these stages, from preference to * * * belong to the stage of emotional understanding, from evaluation to selection is a stage of rational knowledge.

At the same time, we should pay more attention to the quality of commodity driven by rational motives, and be practical, reliable, reasonably priced or cheap, and design scientifically and reasonably.

3) patronage motivation refers to customers' motivation to buy and sell goods because of their trust and preferences.

This motivation is also called trust motivation.

Under the control of this motive,

Repeat or customarily buy from a salesperson or a franchised store.

The reason why customers have such motives is based on their motivation.

Courtesy, good reputation, credit and quality service.

For every

The reputation and characteristics of a franchised store can give customers a different impression. The application of marketing methods such as advertising and publicity is mainly to make the customers have a good impression.

2. How to analyze the motivation of customers' purchase? Generally speaking, motivation is the cause of behavior.

1) the originating effect is the initial motivation that triggering customer buying behavior, which motivates customers to buy which products, such as furniture, electrical appliances, etc.

The basic function of motivation is to arouse this effect.

2) the role of choice is the function of the regulatory function of motivation.

Because the motives of customers are varied, the goals of these motives may be consistent or contradictory. The choice of motivation can guide which brand products to buy. When the most intense motivation of customers is realized, the primary motivation will automatically adjust the next level of motivation.

For example, if you want to buy a refrigerator, first think of Haier.

3), maintaining the role of human behavior is continuous, and the realization of motivation is often necessary.