All the theories on motivation actually give
the companies an opportunity to figure out, which of their products meet
specific customer needs. A good idea will be to make the customer’s desire a
priority. The manufacturer’s desire should be a secondary priority.
Consumer motivation is an internal state
that drives people to identify and buy products or services that fulfil
conscious and unconscious needs or desires. The fulfilment of those needs can
then motivate them to make a repeat purchase or to find different goods and
services to better fulfil those needs.
These needs, desires and wants of
consumers are as a result of their lifestyles.
If a particular goods or services do not
fulfil their desires and make them achieve the kind of lifestyle want, they
might not be motivated to do a repeat of purchase for the good and service. But
if the other way round, the reverse will be the case.
For a fact, consumer motivation is not
only internally driven as the Motivation theories suggest, but rather,
marketers also have a huge roles to play in motivating the consumers to
buy the goods they need to fulfil their desires
So this part of the presentation is to
throw more light on Consumer motivation and explain how a marketer can play a
big role to also motivate a consumer to compel the consumer purchase more of
the goods and services.
Hence the Influence of marketers on
consumer motivation
These days, marketers are really pushing
so hard to get the consumers so motivated to purchase their goods and services.
Now since we have discovered that the
marketer has a role to play to motivate a consumer they tend to use it as a
strategy to market their brands and drive it down into the spines of the
consumer.
Here are some of the tactics they use
1:
Addictive Slogan
Marketers build a win-win slogan.
This win-win slogan is an addictive slogan
that is built to ostensibly satisfy the wants, desires and needs of the
consumer at same time
Remember that slogans a usually developed
from a firm’s mission and vision statements or the determinant attributes.
Actually there some brands that are for
basic needs, they satisfy the consumer’s needs. While there are some brands for
luxury and pleasure, they satisfy the consumer’s wants.
So the marketers put everything together
to convince the consumer that their brand can satisfy both the needs and wants
at same time.
Lucozade Sports will tell you that
their drink is an isotonic drink with good taste (pleasure), gives you energy
(want), then it’s better than water (needs).
So definitely you will be motivated to buy
it when you know that all your desires are about to be fulfilled at once.
Closeup toothpaste is for need keeping the
mouth clean (need), but also for you to have a good breathe to kiss your
girlfriend (pleasure)
2:
Advertising
Advertisement is either to introduce a new
brand, or to refresh your mind about an existing brand.
Most brands like Pepsi is already selling,
but they will still always run adverts to refresh your mind about the brand.
And they will use football stars and popular artists so that when you see these
popular people, you will be motivated the more to continue buying Pepsi.
3: Customizing to your specification
When you are using a brand that is just
for you alone, you will surely have some pride using it.
Or maybe when you are using a brand made
in your name, you will be highly motivated to continue using it
Coca Cola employed this in 2015 they write
people’s names on the bottles.
There is a kind of pride and motivation
when you are drinking a bottle of Coca Cola with your name on it.
Some luxury car manufacturers also use
this technique.
4:
Reshaping, reinventing and portability
Once a brand is shaped and adapted the way
you want it, it will always give you that motivation to repeat the purchase
5:
Engaging the sensory organs of the consumer
Just like in consumer perception and
attention,
Some marketers use sounds, scenes, good
scents and lovely feelings to motivate consumers for repeat purchases
You notice that these days, marketers use
hit sounds and music tracks produced by the finest music artists to motivate
the youths to subscribe to their brands.
In Nigeria, Etisalat employed
this technique. They produced a hit track with the Nigerian artist, Banky W.
Most youths loved the song. They
downloaded on their phones and it really satisfied their desires and brought a
fulfillment to their style.
Some of them downloaded it just to show
off to the opposite sex. Their wants were really being satisfied. And in turn,
they were motivated to subscribe to the services of
the Etisalat brand.
Again, Harrods use tailored aromas and
scents in their stores.
Harris’s can decide to tell the consumers
the type of scents they use, and believe you me, consumers would
definitely wish to buy the scents and use them in their homes.
And once this happens, there is a kind of
satisfaction and fulfillment. They will be motivated to identify themselves with
Harrods. And in turn, the will be repeat purchases from Harrods
