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This is great - and make sure you analyse these to pull out findings that support each other and reflect your examples or contradictions - we need discussion in there.

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Consumer Motivations and Buying Behavior

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Consumer Motivations and Buying Behavior

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The Case of the Local Food System Movement

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The significant attention and growth surrounding sustainable foods has created a demand for research investigating different factors that can aid in predicting and explaining consumer behavior. This article utilized an attitude-behavior framework, the Theory of Planned Behavior (TPB), to identify factors that might influence consumer valuation of organic, fair trade, and local labeled food. Approximately 1,000 consumers from a 2008 nationwide survey were used in data analyses. Some TPB determinants proved successful in understanding consumer motivations (behavioral control, social norms). These results can be used by a wide variety of food marketers to connect with consumers to promote effective marketing strategies of sustainable food products

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Consumer Motivations and Buying Behavior: The Case of the Local Food System Movement

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The significant attention and growth surrounding sustainable foods has created a demand for research investigating different factors that can aid in predicting and explaining consumer behavior. This article utilized an attitude-behavior framework, the Theory of Planned Behavior (TPB), to identify factors that might influence consumer valuation of organic, fair trade, and local labeled food.

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Factors Affecting Consumers' Motivation in Online Group Buyers

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Motivation levels
Motivational Behavior
Motivational Influences

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As marketers, we can all agree that understanding our consumers' motivations - their internal drive to satisfy their physiological and psychological needs and wants - is critical. That's because motivations are the primary drivers of purchase decisions. Marketers need to understand the decision-making and purchasing process in order to champion relevant products, feature innovation and create effective marketing communications.

Just how do consumers move from identifying motivations to purchasing products and services that fulfill their needs and wants? The process has four distinct stages:

1. It begins with recognizing a latent or overt need. Let's use hunger, for example.

2. Once the need for hunger is recognized, it causes an inherent tension, or discomfort, that we are motivated to fulfill. If you're hungry, it may be because it's lunch time, so you start evaluating your lunch options.

3. Your motivation translates into desire (or want), likely for a specific goal focused on a product category (e.g., sandwiches, salad, pizza, etc.) or a specific product (e.g., a Pret A Manger sandwich or a Sweetgreen salad).

4. Your goal is achieved through behavior that satisfies your original need and thus reduces the tension you feel. In this example, perhaps you've fulfilled your need by ordering and eating a Sweetgreen salad.

Marketers need to understand this process for several reasons, including:

* The development of marketing communications that convey a functional or emotional value proposition that is aligned with fulfilling the need or tension consumers have identified and are trying to fulfill.

* The timely launch of those marketing communications so that consumers see those messages as they are discovering the needs, wants and tensions to be fulfilled or alleviated.

* The development of new products, features, experiences and wholescale innovation that can better meet consumers' goals.

But marketers often struggle with how to identify and understand consumer motivations due to the complexity of non-physiological motivations (e.g., motivations outside of basic needs for food, clothing and shelter). Here's how marketers can go about understanding consumer motivations and leveraging these insights to power effective campaigns.
Leverage existing physiological research.
Don't reinvent the wheel as you're seeking to understand your consumers' motivations. Instead, lean on existing models of consumption motives such as the system developed by Ernest Dichter in the 1950s. According to Dichter, product consumption is driven by 12 key motives, and each of these motives translates into different product choices. The 12 motives are power, masculinity-virility, security, eroticism, moral purity/cleanliness, social acceptance, individuality, status, femininity, reward, mastery over one's environment, disalienation (a desire to feel connected to the world around us) and magic-mystery. Understanding which consumption motive drives consumers to purchase your products enables you to form the basis of your positioning, value proposition and marketing campaigns.
Conduct research to understand your consumers' motivations.
One of Dichter's more notable pieces of work focused on understanding consumer motivations to serve as the foundation of a marketing campaign for Ivory Soap, a P&G product. To do so, Dichter conducted in-depth interviews with the goal of understanding what truly motivated consumers to purchase soap, as well as their thoughts and feelings on the ritual of bathing. Dichter concluded that bathing was a cleansing ritual that was motivated by a need for purification from the taints of the world. Therefore, the purchase of soap was motivated by this need for spiritual purity.

As marketers, we should take similar steps to conduct market research to truly understand our consumers' motivations, needs, wants and fears with respect to a product category. Focus on qualitative research, such as individual in-depth interviews, observational research methods like ethnography, and focus groups to understand both consciously and unconsciously held beliefs and attitudes that help explain why your consumers behave in the ways that they do.

Not a market research expert? No worries - even conducting research in a relatively scrappy way, as I discuss here, will enable you to garner this insight.
Analyze your research to understand your consumer.
Once you've conducted your research, invest the time and energy to read and reread the verbatim responses of each respondent. In doing so, look for overt or implicit patterns. Remember, search for what went unsaid in these interviews as diligently as you focus on what was said.

Do so by finding the answers to the follow questions:

* Does the product fulfill psychological needs. If so, which ones?

* How does the product relate to consumer feelings (e.g., competitive drive, self-esteem, security, etc.)?

* Does the product hold symbolic significance for consumers?

* What fears do consumers hold regarding the product category?

* How do external influences like culture and reference groups impact consumers as they consider your product or service?

Don't forget to consider the results of the above questions in the context of the business environment to ensure that the consumer motives you uncover will lead to marketing insights.

Your next instinct may be to verify the findings of your qualitative research with a quantitative survey or to measure them against the general population. However, motivational studies often cannot be proven through survey research - especially if they relate to unconscious motives. Instead, focus on evaluating your resulting hypotheses by testing ad concepts that address different motives uncovered by your research.

Understanding consumer motivations is becoming increasingly important in marketing and branding, and there is no need to guess what motivates your consumers. Focused research into consumer motivations can enable your team to develop more successful marketing communications and an innovation roadmap that will be more likely to meet your consumers' needs. Don't let your consumers' motivations remain a mystery - conduct motivation research to understand your consumers in a systematic and scientific way that will improve your chances of success.

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Council Post: The Key To A Marketer's Success: Understanding Consumer Motivations

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As marketers, we can all agree that understanding our consumers' motivations - their internal drive to satisfy their physiological and psychological needs and wants - is critical. That's because motivations are the primary drivers of purchase decisions. Marketers need to understand the decision-making and purchasing process in order to champion relevant products, feature innovation and create effective marketing communications.

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Covid-19 and Consumer Behavior and Motivation

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Covid-19 and Consumer Behavior and Motivation

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In brief

In brief

Consumers attitudes, behaviors and purchasing habits are changing-and many of these new ways will remain post-pandemic.

While purchases are currently centered on the most basic needs, people are shopping more consciously, buying local and are embracing digital commerce.

To manage isolation, consumers are using digital to connect, learn and play-and they will continue to.

Moving forward, we will see an increase in the virtual workforce as more people work from home and enjoy doing so.

New consumer behaviors will transform the industry's future

The COVID-19 pandemic has fundamentally changed the world as we know it. People are living differently, buying differently and in many ways, thinking differently. Supply chains have been tested. Retailers are closing doors. Consumers across the globe are looking at products and brands through a new lens.

The virus is reshaping the consumer goods industry in real time, rapidly accelerating long-term underlying trends in the space of mere weeks. Our research indicates that new habits formed now will endure beyond this crisis, permanently changing what we value, how and where we shop, and how we live and work.

Even as this crisis continues to evolve, by exploring the changes that are happening now, we can consider what consumer goods businesses should do today to prepare for what's next.

Getting to know the consumer in crisis

Consumers are deeply concerned about the impact of COVID-19, both from a health and economic perspective. People are responding in a variety of ways and have differing attitudes, behaviors and purchasing habits. People across the globe are afraid as they strive to adapt to a new normal. Fear is running high as individuals contemplate what this crisis means for them, but more significantly, what it means for their families and friends, and society at large.

Consumers are responding to the crisis in a variety of ways. Some feel anxious and worried, fueling panic-buying of staples and hygiene products. At the other extreme, some consumers remain indifferent to the pandemic and are continuing their business as usual, despite recommendations from government and health professionals. CPG companies will need to understand how their own consumers are reacting, and develop customized and personalized marketing strategies for each. The days of one-size-fits-all marketing are over.
Consumers are more fearful of the economic impact of COVID-19 than for their health

New buying behaviors in this new normal

Why, what and how consumers buy is changing due to the COVID-19 outbreak. Consumer priorities have become centered on the most basic needs, sending demand for hygiene, cleaning and staples products soaring, while non-essential categories slump. The factors that influence brand decisions are also changing as a "buy local" trend accelerates. Digital commerce has also seen a boost as new consumers migrate online for grocery shopping - a rise that is likely to be sustained post-outbreak.

In times like these, our need for the basic necessities of life takes precedence. It comes as no surprise that personal health is the top priority for the consumers we surveyed, followed by the health of friends and family. Food and medical security, financial security and personal safety were other leading priorities.

New-and everlasting-shopping habits

The outbreak has pushed consumers out of their normal routines. Consumers are adapting new habits and behaviors that many anticipate will continue in the long term.
The virus has accelerated three long-term trends:

Consumers expect their shopping habits to change permanently

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The social impact

The COVID-19 outbreak has slowed the pace and changed daily life for many consumers, and this is having a profound impact on the way we view personal hygiene, health and how we engage with our communities, friends and families. People are embracing technology more than ever to support all aspects and consequences of isolation. There is also positive evidence to suggest that this crisis will build communities, rather than separate them.

of consumers feel more or as connected to their communities

of consumers expect these connections to stay intact long after the virus is contained

The ways in which people spend their leisure time are changing because of the outbreak and related social distancing measures, and again, these habits are likely to be sustained. More than half (61%) plan to continue watching more news after the outbreak, while 55% will prioritize more time with family. Entertainment, learning and DIY have also seen a rise.

This trend is reflected in the types of apps that consumers are downloading, related to entertainment, news, healthcare and education. Underlying consumer needs (e.g. to connect, to be entertained, to learn, to be informed) remain the same, yet technology is changing the way it happens. CPG companies must increase their focus on digital vs. traditional tools to engage with consumers and improve experiences.

A new virtual workforce

People are working from home as businesses close doors and encourage remote work. Many employees who have not worked remotely before-or not often-plan to do so more frequently in the future. High percentages of employees feel they have the right environment and tools for remote work, but some miss social contact. Overall, employees feel their employers have taken the right steps to protect their health and keep them well informed.

Employees who now find themselves working from home are broadly positive about the experience. Unsurprisingly, those who worked from home previously are more likely than newcomers to feel they are more productive at home and feel they are more professionally satisfied than they are in the office . CPG companies that have a virtual working strategy will strengthen their employee value proposition and show that they are in-touch with their employee preferences.

of people who never worked from home previously now plan to work from home more often in the future

Change in work-from-home frequency from pre- to post-outbreak

Staying connected with consumers

COVID-19 is a health and economic crisis that has a sustainable impact on consumer attitudes, behaviors and purchasing habits. CPG companies can adapt to these changes by taking action to respond, reset and renew to be positioned even stronger for the future.

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COVID-19: Fast-changing Consumer Behavior | Accenture

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Consumers attitudes, behaviors and purchasing habits are changing-and many of these new ways will remain post-pandemic. While purchases are currently centered on the most basic needs, people are shopping more consciously, buying local and are embracing digital commerce. To manage isolation, consumers are using digital to connect, learn and play-and they will continue to.

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Motivation of Online Buyer Behavior

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Exploring the effects of extrinsic motivation on consumer behaviors

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Direct bond between customer and product

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Theory examples: Freud's psychoanalytical model and Lewin's motivational conflict.

A Theoretical Approach to the Strength of Motivation in Customer Behavior:

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-Introducing the concept of Motivation. (Define motivation and consumer motivation). -Motivational factors.

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Snickers- Motivational Conflict