By Joe Smith
Special to the Record
At the heart of every purchase decision there are a number of conscious and non-conscious perceptions and behaviours that come into play.
Understanding what motivates or influences these decisions is a key factor in the success of your business.
For the most part, they all fall under some very basic psychology and can be grouped into five levels of needs. This theory developed by Abraham Maslow is the starting point for the development of many marketing strategies today and is usually illustrated as a pyramid.
In the first level, the needs are physiological. This is basic survival such as food, shelter, water, and clothing. Without fulfilling these needs a person is hindered in moving on to the next level.
The second level comprises the needs surrounding safety and security. Health and well-being, employment, financial and any other safety net that would relate to personal and family security.
Moving up to the third level, which is focused on love and belonging. This means that people are looking for acceptance, affection, shared experiences and friendship.
The fourth level is one of the most intriguing as it deals with esteem. The needs that are involved here focus on recognition, respect, prestige, importance, achievement and independence. In other words a lot of ego-boosting products and services.
The highest level is the need for self-actualization. This is where people fulfil their need to be the best at who they are and what they do: The best athlete, the best mom or dad, the best employee, the best on the block and so on.
Further to these various levels of needs, we can break them down into two categories, functional and emotional.
In functional we see the many products and services that can be measured in a tangible way. The no-touch car tire cleaner or the bathroom spray that does all the work for you. It also includes the services that will help make your personal or business life easier.
The other category that needs consideration in a marketing and communications plan is the emotional component. Does your product or service make someone feel good, important or attractive?
With all that has been written, it must be remembered that people do not always buy for just one reason. There are many factors that can come into play such as price and what the competition has to offer. If you do have a good handle on who your customers are and can provide a product or service that appeals to both their emotional and functional side, addresses some of their needs, then they will be more inclined to make a buying decision in your favour.
Joe Smith is a communications consultant and an accomplished fine artist. He can be reached via email at joesmith@shaw.ca