Real Reasons Customers Buy Products
How can you truly capture the hearts of your customers? Beyond just products and services, understanding the genuine motivations of consumers is the key. One of the most effective ways to understand consumer motivation is through anthropological research. This method provides deep insights into customers' lifestyles and cultures, revealing more personal and profound needs than traditional market research. However, the outcomes can vary based on who conducts the study and who participates. So, how can we uncover customers' buying motivations?
What is Goal Systems Theory? 🤔
Goal Systems Theory is a psychological approach aimed at understanding and explaining the underlying motivations that drive human behavior. According to this theory, a person's goals, subgoals, and the means to achieve them are all cognitively interconnected.
Every action is related to a specific goal, and these goals are linked at different levels. People don’t just buy products for the sake of it; they choose various means to achieve higher-level goals. For example, purchasing a gym membership is not just about working out; it's tied to higher goals like improving health or gaining a sense of accomplishment through self-care.
Goal Systems Theory analyzes and understands these motivations, uncovering why customers choose specific products or services. It enables brands to fulfill the genuine needs of their customers, forming deeper connections. The focus shifts from just the functional benefits of a product to addressing the emotional and psychological goals of the customer.
Brands that Effectively Use Goal Systems Theory 🌟
Several successful brands leverage the Goal Systems Theory to deeply understand customer motivations and develop strategies that foster strong connections.
1. Apple 🍏
Apple doesn't just emphasize product features. Instead, it focuses on how the user experience with Apple products creates a special change in the user's daily life and lifestyle.
2. Nike 👟
Nike's slogan, "Just Do It," represents a spirit of challenge and achievement. Like Apple, Nike focuses not just on the functional aspects of its products. They inspire customers to surpass personal limits beyond just exercise.
3. IKEA 🛋️
IKEA is known for its low prices, but it emphasizes how its furniture contributes to better consumer spaces and serves as a positive means in the consumer's life.
How to Apply Goal Systems Theory 🛠️
STEP1. Analyze Customer Behavior 🔍
Observe and collect detailed data on customer behavior to understand what they value. It's crucial to gather as many small actions as possible, without focusing on the importance or relation between actions. For instance, if you want to understand why customers buy groceries, consider their actions from the moment they enter the store and start picking items.
STEP2. Identify Higher-Level Goals 🚀
Think about the reasons behind each of the collected user actions. Repeatedly asking "Why?" can help clarify the higher-level goals. If a customer checks a shopping list, it could be to prevent overspending or to stick to what they plan to buy. Consider these underlying reasons to determine the higher-level goal.
STEP3. Connect Values and Goals 🌈
Link higher-level goals with universal values that people consider important to understand what they truly want. Social psychologist Shalom H. Schwartz proposes ten universal values that humans pursue: self-direction, stimulation, hedonism, achievement, power, security, conformity, tradition, benevolence, and universalism. Each goal can be connected to various values. Preventing overspending might relate to achievement while serving delicious food to family could connect to benevolence.
STEP4. Leverage Customer Feedback 🗣️
Use actual customer interviews and feedback to verify and refine the goal system. For instance, if a customer says, "The grocery display is un," you could link it to "I want to stick to my plan." This helps in understanding the real motivation behind their buying behavior.
Suggestions 📈
Goal Systems Theory is a powerful tool for deeply understanding consumer motivations. Brands can use this theory to meet the true needs of consumers and forge stronger connections. Consider applying this theory to your business. By identifying and fulfilling hidden consumer motivations, your brand can build more robust and meaningful relationships with customers. 🌟
Ref. DBR article
