motivation

 

The personal aspect is a quite important influences customer decision making. The most important aspect of personal aspect is motivation. I always think about why I buy this products and why I want to have it? Then, I think the motivation can drive me to choose the different type of products. I read the Maslow’s hierarchy of needs before. This author makes the human needs into five levels: physical needs, safety needs, belongingness, love and esteem and self-actualization. Author also argues that when people finish their lower-needs, they may want to get the higher-needs.

Taking me as an example, if I only have the physical needs, I may just behavior loyal customer. I buy something just for satisfied my physical needs. For example, I feel hungry, then I go to the nearly shop to buy a sandwiches. But if I satisfy this level, I may want to go to the clean environment. Then I may want to ask my friends to joining the dinner. This is really different. In the top of needs, if I also repeat my purchase, I may have the strong positive attitude with that. For example, I buy a course for satisfy my self-actualization need, which means I need to work hard and spend money and time for finish course. If I also buy it, I may have more loyalty for this brand.

 

With the increase the motivation, the involvement will from low to high. For example, I only have the physical need of motivation. I feel cold, I may just to buy a warm clothes. But if I satisfy the lower-needs. I want to get belongingness or esteem, I need buy clothes to make others impressive, and therefore, I may pay more money and time on clothes, which means I increase my involvement on clothes.

 

Therefore, understand customer’ motivation is really important aspects for understand their customer. For me, I may have different motivation to buy a product. For example, I may buy a product from Zara, result in I want to get the belongingness form my group. But when I become a loyal customer in Zara, I need to get the esteem from this brand. This esteem can be divided into two parts, one is get esteem from the shop staff, other one is when I wear this clothes, I want to get other people esteem. Therefore, when I increase my motivation, I also increase my involvement. I spend more money on clothes. This is important to keep your customer loyalty.