ALASAN KONSUMEN MEMBELI Produk Anda

Summary

This video discusses five key motivations that drive consumer purchasing decisions. These include profit, where consumers seek financial benefits or convenience; peace of mind, where purchases aim to secure safety or prevent worries; pleasure, where consumers buy for enjoyment or experiences; pain avoidance, to avoid discomfort or issues; and pride, where purchases are made to enhance self-esteem or social status. The video emphasizes how marketers can align their products and services to these consumer motivations to drive sales and engagement.

Takeaways

• 😀 Profit Motive: Consumers buy products or services to gain benefits such as savings, time efficiency, or convenience, like purchasing energy-efficient appliances to save on electricity bills.
• 😀 Security Motive: Consumers buy products or services to feel secure and avoid worry, such as purchasing insurance or antivirus software for protection.
• 😀 Pleasure Motive: Consumers are driven to buy products or services to experience satisfaction or enjoyment, like buying concert tickets for entertainment or planning a fun trip.
• 😀 Pain Avoidance Motive: Some buy products to prevent discomfort or solve problems, such as buying pain relief medications or skincare products to avoid acne.
• 😀 Pride Motive: Consumers buy products or services to feel proud or elevate their self-esteem, like purchasing branded clothes or luxury items to improve their social status.
• 😀 Marketers should highlight the practical benefits of products through discounts or demonstrating the efficiency consumers can achieve with them.
• 😀 For the security motive, marketers can emphasize the peace of mind that comes with their products, such as health care items that ensure consumer well-being.
• 😀 For the pleasure motive, sellers can create appealing offers that enhance the experience of enjoyment, such as VIP concert packages or exclusive vacation deals.
• 😀 To appeal to pain avoidance, marketers should focus on the solution aspect, showing how their products alleviate discomfort, such as skincare products that combat skin issues.
• 😀 To attract consumers motivated by pride, marketers can showcase how their products enhance confidence or portray a certain lifestyle, especially for fashion or luxury goods.

Q & A

What is the first motivation for a consumer to buy a product or service?

The first motivation is profit, where consumers buy to gain certain benefits, such as saving money, time, or enjoying convenience.

Can you provide examples of profit-based consumer purchases?

Examples include buying cheaper airline tickets, energy-efficient washing machines to reduce electricity costs, or using online food delivery services for convenience.

How can marketers leverage the profit motivation to attract consumers?

Marketers can offer promotions such as discount packages or highlight the efficiency and practicality of their products to showcase savings and convenience.

What is the second motivation for a consumer to purchase something?

The second motivation is peace of mind, where consumers make purchases to feel safe or secure, such as buying life insurance or antivirus software.

How can a business market products based on peace of mind motivation?

Businesses can emphasize the security or protection their products provide, such as promoting health care products that help maintain well-being or peace of mind.

What does the 'pleasure motivation' refer to in consumer behavior?

Pleasure motivation refers to buying products or services for enjoyment, satisfaction, or a fun experience, such as attending concerts or taking vacation trips.

What is an example of a product or service that appeals to pleasure motivation?

An example could be purchasing concert tickets to enjoy a live performance or booking a trip to a scenic location like Mount Bromo for an enjoyable experience.

How can marketers attract consumers driven by pleasure motivation?

Marketers can create attractive experiences by offering exclusive deals or VIP options, such as providing concert-goers with a premium experience or additional perks.

What is the fourth motivation for consumer purchases?

The fourth motivation is pain avoidance, where consumers buy products to avoid discomfort or prevent problems, such as purchasing medicine or skincare products.

How can businesses promote products based on pain avoidance motivation?

Businesses can market solutions to common problems, such as selling pain-relief medications or skincare products that prevent or address common issues like acne.

What is the fifth and final motivation discussed in the video?

The fifth motivation is pride, where consumers purchase products to improve their self-esteem or social status, such as buying luxury goods or designer clothing.

How can marketers appeal to consumers motivated by pride?

Marketers can highlight how their products help consumers feel more confident or showcase their status, such as promoting high-end fashion that enhances self-image.